Every year people get injured and fights erupt during America’s biggest and most stressful shopping day, Black Friday. Outdoor retailer REI closed all 143 of its stores for the day to inspire people to spend more time outdoors.

The campaign’s hashtag #optoutside earned 6.7 billion media impressions and 1.2 billion social impressions. Over 150 businesses joined the cause, while state parks offered free entry and over 1.4 billion people spent their day outdoors.