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"Doing business this time of year" is not the same as "has well-known huge annual sales events on one specific day during this time of year." Like the grandparent post, REI wasn't what came to mind when I thought of stores on Black Friday; instead I think Walmart, Best Buy, Sears, etc.

It's true, they do not have one huge annual sale. They have huge seasonal sales: Labor Day, 4th of July, Winter Holidays - I went in there a few weeks ago, and got a $20 gift card just because I spent $100. It's kind of nuts.

Then there's the annual dividend, which is around 10% of your total purchases back to you.

Glad they're taking the day off.

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