As other stores gear up for the start of the holiday shopping frenzy, outdoor equipment retailer REI is drawing a line in the sand (and snow and dirt). With its #OptOutside campaign, the company is encouraging us all to work off our Thanksgiving turkey in the great outdoors on Black Friday, rather than doing laps around the mall.

Is this retail suicide?
Without doubt, REI is forgoing one of its biggest sales days of the entire year. And it’s paying its 12,000 employees to, well, commune with nature for the day. But that doesn’t mean it’s acting rashly. On the contrary, the company has received the support of over 950,000 customers tired of holiday shopping’s continuing creep, from pre-dawn on Black Friday to midnight to Thanksgiving itself (Black Thursday!).

As a result, the company is garnering a lot of great publicity. And it’s making a statement that perfectly supports what its brand is all about: being outdoors. When you consider that customers today want to align themselves with authentic brands that stand for something, that’s pretty savvy marketing.

Will others follow suit?
Probably not. Because REI is a co-op, owned by and accountable to its members rather than shareholders, it’s in a somewhat unique position to grab attention by opting outside of the mainstream. Again, smart marketing to use this competitive advantage.

By the way, REI’s website will be open on Black Friday. So, if you really need a shopping fix, you can always make a mobile purchase from your mountaintop.