While it might sound counterintuitive for a retailer to close its stores on Black Friday, America’s biggest and most stressful shopping day, the recognition outdoor retailer REI received for its closure and #OptOutside social media campaign was likely worth it. The retailer’s campaign to inspire people to spend the day outside was supported by 150 other businesses, and the #OptOutside hashtag earned 6.7 billion media impressions and 1.2 billion social impressions.