This year REI announced to the world that it would keep its 143 retail locations closed on Black Friday (and Thanksgiving day). Similarly, a growing number of stores, including Marshalls, Crate and Barrel, and many more are committing to remain closed on Thanksgiving day at a minimum.
And while REI, for one, has oriented its #OptOutside campaign as an invitation to reconnect with family and friends by getting out of doors together, there is also another underlying reality: the fact is, the vast majority of shoppers who want to shop on Thanksgiving or even Black Friday can do so online. As REI.com puts it, “The outdoors, and the website, are always open” (emphasis mine).
Black Friday is the new Cyber Monday. Or rather, welcome to Cyber Friday.