You’ve seen the emails. You’ve definitely seen the "Opt Outside" signs. Honestly, trying to find a traditional REI Black Friday sale is a bit like looking for a unicorn in a parking lot. It’s just not there. While every other big-box retailer is frantically slashing prices and opening their doors at 4:00 AM, REI famously locks its doors. They’ve been doing this since 2015. It started as a bold marketing move by then-CEO Jerry Stritzke and has since turned into a full-blown cultural shift for the outdoor industry.
But here is the thing.
Just because they’re closed on Friday doesn't mean the deals aren't happening. People get this wrong every single year. They think "Opt Outside" means "No Sales." That’s a mistake that’ll cost you about $200 on a high-end tent. The reality is that the REI Gear Up and Get Out Sale is the real event you’re looking for. It usually wraps up right as the Thanksgiving holiday hits. If you wait until the actual Friday after Thanksgiving to start looking for a deal, you’ve already missed the boat. You’re left with the leftovers.
The Strategy Behind the Gear Up and Get Out Sale
REI doesn't do things like Walmart. They have a very specific rhythm. Their biggest sale of the autumn season—the one everyone mistakes for a REI Black Friday sale—typically runs for about ten days in mid-November. In 2025, we saw this window hit its peak right before the holiday rush.
Why do they do this? It’s tactical. By running the sale early, they clear out inventory before their employees take that paid day off on Friday. It also ensures their shipping infrastructure doesn't crumble under the weight of a million orders on a single Saturday. If you are hunting for a Patagonia Better Sweater or a pair of Hoka Speedgoats, you need to be clicking "Add to Cart" at least a week before you put the turkey in the oven.
The discounts are usually significant. We are talking 20% to 30% off across major brands like Arc'teryx, Nemo, and Osprey. But the real "secret sauce" is the member coupon. If you aren't a lifetime member of the co-op—which costs a one-time fee of $30—you’re basically leaving money on the table. That member coupon usually gives you 20% off one full-price item and another 20% off one REI Outlet item.
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What You Should Actually Buy (And What to Skip)
Don't just buy stuff because it has a red tag. That's how you end up with a garage full of gear you never use.
Big Ticket Sleep Systems
Sleeping bags and pads are where you see the biggest price drops. Brands like Sea to Summit and Big Agnes often have "minimum advertised price" (MAP) holidays during this period. This is the time to grab that ultralight pad you’ve been eyeing. Last year, the Magma 15 sleeping bag—a cult favorite—was discounted heavily, and it likely will be again.
Electronics are Tricky
Be careful with Garmin or Coros watches. While REI does discount them, the manufacturers often set strict price floors. You might find the same price at Amazon or directly from Garmin. The advantage of buying at REI is the return policy. If that Garmin Fenix 8 feels too bulky on your wrist after a week of hiking, REI’s one-year return policy (for members) is a massive safety net.
The "Co-op Brands" Value
REI's in-house brand (REI Co-op) usually sees the deepest cuts. Sometimes up to 40% off. Their 650 Down Hoodie is basically the industry standard for a budget-friendly mid-layer. It’s not as "prestigious" as a Patagonia Down Sweater, but the performance-to-price ratio during the November sale window is unbeatable.
The Membership Math
Let’s talk about the $30 membership. Some people think it's a gimmick. It’s not.
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If you buy a $400 tent during the Gear Up and Get Out period, that 20% member coupon saves you $80. You’ve already paid for the membership and pocketed an extra $50. Plus, you get the 10% back in "Co-op Member Rewards" on full-price purchases at the end of the year. It’s one of the few loyalty programs that actually yields a high ROI for the consumer.
Misconceptions About Opt Outside
There's a weird myth that REI is "losing money" by closing on Black Friday. They aren't. They’ve actually seen brand loyalty skyrocket since they started the campaign. By encouraging people to go hiking instead of fighting over a TV, they’ve positioned themselves as the "ethical" choice in a sea of consumerism.
It’s a brilliant move.
And honestly, the trails are usually packed on that Friday now. If you’re planning to "Opt Outside" in a popular spot like Zion or the White Mountains, you’ll probably find more traffic on the trail than you would have at the mall. Pro tip: go to a local state park or a lesser-known trailhead if you actually want the solitude they talk about in the commercials.
Tracking the REI Outlet
While the main store gets all the glory, the REI Outlet is the "backroom" where the real deals hide. This is where last year's colors go to die. During the period surrounding the REI Black Friday sale timeline, the Outlet often runs an "extra 20% off" promotion.
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You have to be fast. Sizes like Medium and Large in popular jackets disappear in hours. If you wear an XS or an XXL, you can afford to wait a bit, but for the average-sized human, the Outlet is a battlefield.
How to Win This Year
First, download the app. It’s faster than the mobile site. Second, load your cart three days before the sale starts. Log in, make sure your shipping info is correct, and just wait. When the clock strikes midnight on the start date, hit refresh.
Don't wait for a "Black Friday" email on Friday morning. By then, the employees are already at the trailhead and the inventory is gone.
Actionable Steps for Your Gear Strategy
- Check your membership status now. If you aren't a member, join before the November sale window begins so your account is verified and ready for the 20% off coupons.
- Audit your current kit. Don't buy a new stove if your MSR PocketRocket is still simmering perfectly. Focus on "life-improving" upgrades like better socks (Darn Tough is a must-buy) or a lighter shelter.
- Set price alerts. Use tools like CamelCamelCamel or Google Shopping to see if the "sale" price is actually the lowest it’s been all year.
- Mark your calendar for November 14th. This is typically around the time the Gear Up and Get Out Sale kicks off. Don't wait for the 28th.
- Ignore the Friday hype. Use the actual Black Friday to test out the gear you bought two weeks prior. That’s the whole point of the movement anyway.
The gear landscape is changing, and the way we shop for the outdoors has to change with it. Stop looking for doorbusters and start looking for the mid-November window. You'll get better gear, keep your sanity, and actually get to spend your Friday in the woods instead of a checkout line.