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When REI announced it would close its doors on Black Friday last year and encourage its customers to enjoy the outdoors instead, it created a campaign that resonated with countless consumers—and won basically every advertising award on the planet, including accolades from The One Show, the Cannes Lions and the Clio Awards. Today, REI announced it would continue #OptOutside this year, and expand the campaign to include 275 other national and local organizations.
REI will not only shut down (both on and offline) on Black Friday, it will also pay all of its employees to take the day off.