A few days ago REI announced they were going to stay closed for “Black Friday” to give their employees the day off to spend time outside.
One of the keys to this decision is they know their clientele. The type of people who shop at REI are less likely to looking for the best price but instead are looking for quality. Since REI customers are outdoors people, they are more likely to appreciate the gesture then the customers at a WalMart or Target.
The key is to know your audience, know what they value, know what they want and react accordingly.
Have a great day!