The last couple of days, my Instagram feed has filled with the #optoutside hashtag, as Insta connections spend the day in nature and the outdoors instead of dedicating time in retail spaces or in front of their computer.
Part of me is glad for that, although I suspect that most of the people I know would choose the #optoutside path. Not in response to Black Friday. It’s just what they like to do with their free time.
I experience some duality of feeling when I think about #optoutside, a hashtag popularized by REI last year, when it closed its retail stores on Black Friday and encouraged everyone to go outdoors for the day. I resist doing anything a corporation tells me to do, especially if it comes with a hashtag theme, even if I think it might be a good idea.
To me, Black Friday and #optoutside are two sides of the same coin. Yes, REI is showing empathy and understanding of its customers, as this AdAge article wrote last year, and that is clever marketing. Yet it is still marketing, and I chafe against that.
I don’t want to get too cynical about the whole #optoutside thing, but I don’t need a large outdoor retail company with a robust online presence to tell me how to spend my free time during the Friday after Thanksgiving and, as an extra bonus, suggest how I hashtag it.
In the past, I’ve worked the day after Thanksgiving or spent it in the company of friends, usually on a bicycle. This year I spent the Friday after Thanksgiving at Friday Coffee Club and then went for a nice 40+ mile ride with a nap chaser. I read Coffeeneuring Challenge submissions. It was lovely and organic. I was grateful for the day. No hashtag needed.