Will you be shopping with the masses or breathing in the crisp fall air outdoors? REI, an outdoor gear company that is also the United States' largest consumer cooperative, is opting out of Black Friday for the second year in a row and encouraging its customers to #OptOutside.

The company is a great example of a retailer that has cracked its consumers’ “job to be done” – to create a retail experience that’s more about a shared community that stands for integrity, transparency, and a love of the outdoors than it is about simply shopping for product. REI has translated this purpose into everything from its product offerings to its promotional strategy.

An estimated 2.7 million people are opting outside this year and at least 275 other organizations, including Google, Subaru and the National Parks Service have joined in on the campaign. For REI's consumers, the Friday after Thanksgiving will be spent outdoors, not inside waiting in line for the next doorbuster sale. Will you be hitting the trails with REI's customers this year?

To learn more, check out Why REI Is Opting out of Black Friday Again This Year from Fortune.com.