REI Will Be Closed for Black Friday 2016

For the second straight year, outdoor retailer REI will keep its doors closed on Black Friday 2016 so its employees can spend the day outside, and it's encouraging consumers and other companies to follow suit.

The Seattle-based store says its 12,000 workers nationwide will have the day off both Thanksgiving and Black Friday — Nov. 24 and 25 — and still get paid.

In the past, Black Friday has been among the retailer’s top 10 sales days of the year, and the company admits that being closed on Black Friday will affect its revenue. But in a climate where workers and some consumers are pushing back against the idea of flocking to the stores on Thanksgiving night, or midnight or the pre-dawn hours of Black Friday, REI hopes it can spark a movement to preserve the Thanksgiving holiday.

“We closed on one of the most popular shopping days of the year, paid our 12,000+ employees to spend time outside, and invited America to join us” in 2015, says the REI blog. “The response was overwhelmingly positive. More than 1.4 million people and 170 organizations chose to #OptOutside.”

SEE ALSO: Thanksgiving 2016 Store Closures: Which Retailers Won't Be Open?

This year, REI is trying to broaden its effort to forego commercialism for time in nature.

»What are your plans for Black Friday? Tell us in comments.

CEO Jerry Stritzke writes that the company has asked its nonprofit partners, government agencies and a few other companies who care deeply for the outdoors to join the #OptOutside effort. Corporations joining the REI pitch include Subaru, Google, Meetup, Upworthy and multiple outdoor brands like KEEN, Big Agnes and more; the social media companies are lending their voice to help spread the word about outdoor activities across the country.

“Already, more than 275 nonprofits, government organizations and companies have stepped up to help,” Stritzke wrote in a blog. “Together, we are asking the nation ‘Will you go out with us?’ and are deeply grateful to all those who have already offered support.”

REI is encouraging people to use the hashtag #OptOutside to showcase their outdoor activities.

Instead of clocking the number of transactions and revenue on Black Friday last year, Stritzke told Fortune he went for a trail hike with his 3-year-old grandson. “I had a wonderful experience and created a wonderful memory, and I’m looking to do the same this year,” he said.

The company just opened a flagship store on M Street in Washington, D.C., earlier this month, and also has area stores in College Park, Rockville, Timonium and Columbia, Maryland, along with Fairfax, Tysons and Woodbridge, Virginia.

Image via REI