Black Friday is a unique American tradition, originating in 1929, that celebrates our country's competitive spirit, capitalism and the abandonment of humanity in the pursuit for great deals.

All on the day after Thanksgiving.

Black Friday is known for its impeccable deals, which people take advantage of in order to complete their Christmas shopping in a timely and cheap manner. While this could be perceived as fun, and some people actually make a day out of it, it often gets out of control. There have been seven deaths and 98 reported injuries since 2006.

This is a huge day for the economy, and it is largely advantageous for companies to partake in. One company, however, has taken a stand and will not be open on Black Friday.

REI has started a social media campaign #OptOutside, and their whole initiative is to get people active and outside. REI's President and CEO, Jerry Stritzke, wrote the following letter:

Their decision to close on Black Friday is not only fighting against the craziness and savagery that the day perpetuates, but it promotes a healthy and adventurous lifestyle.

And employees aren't getting screwed out of a day of work. Rather, they are given incentives to participate.

Right now, you might be thinking, wouldn't REI lose money from this?

The short answer is, probably. But this moral, environmental and health driven decision is also a powerful marketing technique. By making this apparent sacrifice, REI sets themselves apart, and, in a way, invokes a trust. The idea that the company has a higher moral standard and genuinely cares about the well-being of its customers will benefit them in the long run.

It's low-key brilliant.

Will more companies follow in their innovative footsteps? Is it worth the risk of losing pre-holiday sales to gain customer loyalty?

Only time will tell.

Personally, I love this concept. The idea of Black Friday generally freaks me out and makes me fear for the moral deterioration of this country; its placement after the day that's supposed to be about celebrating family and love is the most terrifying aspect of all.

In essence they are marketing their mission statement, "REI is a national outdoor retail co-op dedicated to inspiring, educating and outfitting its members and the community for a lifetime of outdoor adventure and stewardship."

REI is brave and innovative, and I know, at the very least, I will be keeping an eye on their progress in the coming months.