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REI is sick of Black Friday, and they’re asking people to #OptOutside with them on November 27.

They recently launched a microsite to promote the campaign encouraging people to give up shopping on Black Friday and go outside instead. On the site, users can select an image of an outdoor activity, add a stamp overlay of how they plan to #OptOutside, then share the finished image on social. There is also an option to add a custom photo, and a search page to help those participating find local parks to explore.

This rejection of the overly intense shopping day appeals to many, but some see this as a PR stunt. While #OptOutside has gotten REI plenty of PR, it’s hard to doubt their intentions — as they are known as a company who regularly encourages others to “get outside and play.” The move is a first with retailers, and hopefully will encourage others to follow suit.