Not every company is looking to cash in on the mother of all shopping days.

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Black Friday deals have become the be all and end all for holiday shoppers, but there is one store looking to buck the trend. REI, known for its sporting goods and outdoor adventure gear, is urging shoppers to skip the lines in lieu of spending the day enjoying America's wilderness.

"Instead of reporting to work, we're paying our employees to do what we love most-be outside," REI announced last week, according to Fortune. "While the rest of the world is fighting it out in the aisles, we hope to see you in the great outdoors."

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So far, REI is the only company to take such a stance.

Other stores, however, are looking to garner good will with buyers by keeping their doors firmly shut on Thanksgiving Day. Black Friday creeps closer and closer turkey time every year, and those looking to preserve the holiday's family time have urged retailers to keep their door busters to the day after.

Stores not opening on Thanksgiving include Game Stop, Barnes and Noble, Staples, Burlington, Nordstrom, Babies R Us, REI, TJ Maxx, and Bed Bath & Beyond, amongst others.