This year, all kinds of holiday shopping traditions are being upended as desperate retailers do everything they can think of to increase sales. On what’s being called “Gray Thursday,” retailers like Walmart WMT 0.85% , Toys“R”Us, Target TGT 0.37% , and Kmart are giving shoppers the jump on Black Friday by opening on the evening of Thanksgiving, presumably after you’ve had enough turkey and cranberry sauce. JC Penney JCP 1.57% is opening even earlier — at 3 p.m.
This is a rotten break for employees forced to work while the rest of the family gathers together, as I point out here. REI, the outdoor sports and gear retailer, seems to be taking another approach, closing its 143 outlets on bothThanksgiving AND Black Friday. This move may earn REI a lot of publicity and goodwill. It is also consistent with the company’s brand as an environmentally concerned business and its “get out there” message: In this busy world, you don’t get enough time with your family or with nature. Why not use the holiday to enjoy the very things that REI promotes? You can always shop for our products later.