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In 2015, outdoor retailer REI changed the conversation around Black Friday, and won practically every advertising award on the planet, with #OptOutside, a campaign centered around REI’s decision to close all of its stores on the biggest shopping day of the year and pay all of its employees to spend time outdoors with family and friends instead.
Two years later, REI continues to evolve #OptOutside. New for Black Friday 2017 is what REI calls an “experiential search engine” at REI.com/optoutside,