REI continues to make headlines, with its bold announcement that it will be closed on Black Friday, encouraging employees and consumers to instead #OptOutside. The retailer’s social media hits are up over 6,000 percent compared to this time last year says Salesforce.com.
This announcement from REI signifies more than just a shift in a single day. It’s part of a growing trend, as brands look to reach consumers on a more basic, subconscious level. REI is showing that it is committed to a higher purpose. It seeks to connect with consumers that prioritize experiencing and appreciating nature and spending time with family over the chaos of the holiday season.
As many marketers are learning, targeting customer demographics is no longer enough. When brands combine psychographics with demographic data about their customers, they can gain insights to connect on a deeper level.
What truths can marketers learn from REI’s holiday move? Check out this recent article in Momentology on holiday marketing, with #8 from our very own President Julie Lyons.
And for Black Friday tips check out Zenzi’s recommendations in this followup article in Momentology.