REI is opting out of Black Friday for good.

  • The outdoor retailer, which is set up as a co-op, announced Thursday that it will permanently close on the day after Thanksgiving.
  • The chain has been closed on Black Friday since 2015, choosing instead to promote its “Opt Outside” movement.

“For this Black Friday, and every Black Friday in the future, the co-op will forgo profits and sales at all locations, and instead pay its more than 16,000 employees to enjoy time outside,” REI said in a statement.

The closure goes beyond REI’s stores. It also includes its distribution centers, call centers and headquarters.

 These days, the day after Thanksgiving is less important than ever to retailers’ bottom lines, as stores have spread promotions over a longer period of time. But giving people the day off is still meaningful.