Late on Monday, outdoors and apparel retailer REI surprised employees and shoppers by announcing it would be closed on Black Friday, which is traditionally one of the biggest days of the year for sales.
REI won't be processing orders on Black Friday at its website either.
"Instead of reporting to work, we're paying our employees to do what we love most-be outside," a message sent to REI customers explained.
In most cases, the decision to open or close on Thanksgiving is based on business strategy in addition to doing the "right thing."
By staying closed on Thanksgiving, stores will naturally endear themselves to shoppers who think it's awful that any stores are open that day.
By staying closed on Black Friday and encouraging folks to go hiking, skiing, or biking, REI will naturally endear itself to people who love the outdoors-and who probably weren't going to be elbowing the crowds in the mall on Black Friday anyway.