REI dumps Black Friday — permanently

How a move that is counter-intuitive for business makes your brand even stronger

REI is giving Black Friday the boot, for good. For the past seven years, the outdoor retailer has shuttered its stores on the day after Thanksgiving, one of retailers' most lucrative shopping days. Now the company is making that tradition permanent, giving its staff across its stores, distribution sites, call centers and headquarters a paid day off.

While REI might forgo significant revenues, this move will pay off in so many other ways: