REI-thinking What Matters

In a bold business move, camping superstore REI has announced that it will not open on Black Friday.  Wait, not open?  That’s the mythical Dia de La Dough, when shoppers abandon their families still sleepy with turkey, and roam rabid through the malls.  If the packs of shoppers are large, then all winter, the nests of the elite are feathered with fat stacks of cash.  If the shoppers stay in their dens, then the winter is long and cold indeed.


So imagine the upset when a bunch of earthy crunchy types decide to close on this most important of seasonal hold-days.  While the trend for some time was more and more stores opening earlier and earlier–some on Thanksgiving itself–it seems the season is changing. The most rabid of shoppers may want to get to the hunt, but for most of us, having a chance to cozy up in the den is worth any killer deal.


I can remember when things really did close over the holidays.  Gone were all the distractions of daily living and the streets were hushed. Days seemed long and wild. With all of the usual hustle and bustle on hold, my Mom and Dad had the time to tell stories at the dinner table, to play with us kids, to snore like crazy in from of the football game, to create culinary delights that required more time than weekdays held.

The magic of the season wasn’t in jingling store bells, but in heat crated out of love alone that time at home allowed us to create.

Thanks, REI, for bucking the tired trend and giving each of us a chance for the greatest gift of all.

Author: Susan X Jane

Susan X Jane is a diversity educator, speaker, and trainer and coach. A former professor and media literacy activist, she now consults with organizations looking to make sense of our current cultural shift. She thinks a lot about media and race…a lot...and writes and speaks about media…and race... and encourages everyone she meets to think about the way our identity shapes our experiences, ideas, and beliefs about the world. If you're reading this, she wants you to think about it too. Want to talk about it? Let's go.

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