Well, Hell, I just spotted an email sent by REI three hours ago, and I am having a “Miracle on 34th Street” moment. It’s like Macy’s Santa sending customers to Gimbels. The outdoor clothier and gear retailer will close for the biggest shopping day of the year. While other sellers countdown to sales, REI ticks time until doors closed.
Marketing tagline: #OptOutside. And there is a website, to socially share and join the community going outdoors rather than inside the concrete jungle of rabid, frothing sales seekers. You know the breed. They’ll attack anyone and anything—no prey is too large—to save two bits on a dollar. They roam in vast herds of destruction across the retail prairies the day after Thanksgiving. They are vicious, vindictive creatures. REI is right to free employees from serving them, or customers encountering these beasts drawn to discounts like they were pheromones of heat.