REI President and CEO Jerry Stritzke announced Monday that all 143 stores will close on November 27.

Why? Stritzke says it’s because REI’s a “different kind of company”:

For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth.

In an interview with USA Today, REI store manager Brian Harrower in Bloomington, Minnesota says he won’t shop during his first Black Friday off in 25 years because there are “so many other days to get the same deals.” 

Will you #OptOutside this Black Friday?

#OptOutside with REI this Black Friday | REI
REI closing on Black Friday for 1st time in push to #OptOutside | USA Today