REI's "Opt Outside" campaign is a notable and influential initiative that promotes the idea of spending time in the great outdoors and choosing to opt for outdoor activities instead of participating in the traditional Black Friday shopping frenzy. REI, a well-known outdoor retail cooperative, launched this campaign in 2015 with the aim of encouraging people to connect with nature and prioritize outdoor experiences over consumerism on Black Friday, one of the busiest shopping days of the year in the United States.

Key elements and messages of the "Opt Outside" campaign include:

1. Opting Out of Consumerism: The central message of the campaign is to encourage individuals and families to opt out of the traditional Black Friday shopping rush, characterized by long lines, crowded stores, and frenzied buying, and instead spend the day outdoors.

2. Outdoor Exploration: The campaign promotes outdoor activities such as hiking, biking, camping, trail running, and more as alternatives to shopping. It encourages people to explore nature, appreciate its beauty, and reap the physical and mental health benefits of outdoor recreation.

3. Family and Community: REI emphasizes the idea of spending quality time with family and friends outdoors. It encourages people to use Black Friday as an opportunity to connect with loved ones in natural settings.

4. Access to Nature: REI's campaign reinforces the importance of access to public lands and natural areas, advocating for the preservation and protection of outdoor spaces for future generations to enjoy.

5. Social Responsibility: The campaign aligns with REI's values as a cooperative that values environmental stewardship and social responsibility. It encourages people to make responsible choices for the environment and the community.

6. Consumer Engagement: REI invites its customers and the public to join the movement by sharing their outdoor experiences on social media using the hashtag #OptOutside. This engagement helps build a sense of community around the campaign.

7. Opt Outside Pledge: REI introduced the "Opt Outside Pledge" to formalize the commitment to spending Black Friday outdoors. Individuals and organizations are encouraged to take the pledge as a public declaration of their support for the campaign's mission.

8. Impact and Influence: The "Opt Outside" campaign has had a significant influence on Black Friday traditions, with many other companies and organizations joining the movement to promote outdoor activities and environmental awareness on this day.

The "Opt Outside" campaign by REI has received widespread recognition and has helped reshape how people think about Black Friday and their relationship with the outdoors. It encourages a healthier and more mindful approach to the holiday season by prioritizing experiences over materialism and by fostering a deeper connection with nature.