In a move that has received much love from the Twitterverse, REI issued a statement, sharing that it will keep its doors closed on Thanksgiving.

The outdoor retail chain will keep its 143 stores shut on Black Friday. The biggest shopping day will witness REI sales force out and about since the company is also paying its employees to #OptOutside.

The company, with its new campaign, is encouraging everyone to spend this important holiday outdoors and not run around store aisles for Thanksgiving sales. And as noted by Forbes, many are in the hopes that this trend catches on. Nordstrom, too, will remain closed on the day!

Jerry Stritzke, president and CEO of REI, said, “Black Friday is the perfect time to remind ourselves of the essential truth that life is richer, more connected and complete when you choose to spend it outside. We’re closing our doors, paying our employees to get out there, and inviting America to OptOutside with us because we love great gear, but we are even more passionate about the experiences it unlocks.”

The company’s OptOutside website also goes to the extent of suggesting hiking trails that people can explore on that day. Furthermore, will be having a black screen takeover on the day to further encourage people to head out and enjoy the beautiful outdoors.

Stritzke added, “As a member-owned co-op, our definition of success goes beyond money. We believe that a life lived outdoors is a life well lived and we aspire to be stewards of our great outdoors. We think that Black Friday has gotten out of hand and so we are choosing to invest in helping people get outside with loved ones this holiday season, over spending it in the aisles. Please join us and inspire us with your experiences. We hope to engage millions of Americans and galvanize the outdoor community to get outside.”

Naturally so, Twitterverse has been quite vocal and much appreciative of REI’s #OptOutside, which was soon trending.