“The trend for holiday shopping starting earlier and earlier was something we commented upon in 2010, and is conclusively proving itself out”, writes Robert Passikoff, founder and president of the New York City-based brand loyalty consultancy. A total of 12,000 employees at REI’s 143 stores, headquarters and two distribution centers will be affected by the decision to close on Black Friday.
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REI was already giving its employees Thanksgiving off. Then management decided that wasn’t enough and gave them Black Friday off as well, with pay. Workers at its 30 stores get paid days off on the Fourth of July, Labor Day, Memorial Day, Thanksgiving, Christmas and New Year’s. “That’s what #OptOutside is for us, is saying we’re going to be the first, we think this doesn’t make sense anymore, it’s not healthy”.
Customers can still place an online order on Black Friday, but will see a black screen takeover on REI’s website, and the orders will not be processed until the following day.
REI, a chain that sells hiking boots, yoga mats and other outdoor and fitness apparel, said this week that it will not open its doors on the day after Thanksgiving. However, as a private employer they have the freedom to negotiate wages and provide such incentives and bonuses. “When we take a look at historical sales, it’s grown pretty well”, said Martin, who added that retail sales (excluding food, gasoline and automobiles) totaled $3.2 billion on Thanksgiving Day past year.
The move comes as Black Friday sales have been dwindling as retailers have been spreading Black Friday-like deals more throughout the entire holiday shopping season.
“We feel that Black Friday has gotten a little out of hand”, Spangler said.
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GameStop (GME), Staples (SPLS) and Mattress Firm (MFRM) are among the retailers that have said they won’t be open on Thanksgiving this year. Every spring, REI’s 5.5 million co-op members get a dividend equal to about 10 percent of what they spent on full-priced items the previous year. E-commerce has people shopping at all times of the weekend, including Thanksgiving.
