Thanksgiving: a day devoted to giving thanks for friends, family, and…the amazing sales that are to come the next day. Black Friday is just as revered–if not more so– as Thanksgiving. For many, staying up all night, cutting out coupons, and standing in line for hours is a part of a tradition.

However, this tradition may be eliminated in the near future. Unlike last year, when it seemed as if Black Friday started on Thursday, many stores will be closed Thursday and not offer extended hours on Friday.

One such store is REI, an outdoor sporting goods store. Every REI across the country will be closed on Black Friday, giving their workers a paid day off.

“For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better,” said CEO Jerry Stritzke in an open letter on REI’s website. “And Black Friday is the perfect time to remind ourselves of this essential truth.”

As beloved as it is, Black Friday has always attracted controversy. Workers (usually only making minimum wage) work long, grueling hours; it adds to the U.S.’s materialistic reputation; and usually at least one person gets trampled. REI wants to get away from such a chaotic 24 hours.

“We’re a different kind of company—and while the rest of the world is fighting it out in the aisles, we’ll be spending our day a little differently,” said Stritzke. “We’re choosing to opt outside, and want you to come with us.”

It’s a noble gesture, but is it smart? How can a company let its most profitable day of the year slip through its fingers? The answer lies in the products REI (and other stores closed on Black Friday) sell.

“It would seem to be pretty easy for retailers like The Home Depot and Lowes and warehouse clubs such as Costco and BJ’s to remain closed on Thanksgiving because they wouldn’t be big sales days even if they were open,” said Brad Tuttle of Money Magazine.

Tuttle sheds a cynical light on companies’s motivation to stay closed for the holiday; they’re doing it for profit, not out of concern for their employees or customers. Staples is closing simply because people don’t clamor for office supplies like they do for flat screen TV’s. Stores that sell TV’s, like Target and Walmart, are staying open.

“In most cases, the decision to open or close on Thanksgiving (or Black Friday) is based on business strategy in addition to doing “the right thing.” By staying closed on Thanksgiving, stores will naturally endear themselves to shoppers who think it’s awful that any stores open that day,” said Tuttle.

Many people love Black Friday, but a growing number of people don’t. According to Tuttle, any store that closes for the holiday is just trying to appeal to what it thinks is the majority of its customers.

“[I like going Black Friday shopping] because I like to see what kind of deals I can find. The sales usually aren’t that good, though,” said Senior Maddie Rodriguez.

In recent years, the Black Friday sales haven’t been a phenomenal as advertised. However, people still waiting lines for hours to experience Black Friday.

“I mostly just go for the experience,” said Rodriguez.

It’s clear that the sales won’t really be what’s driving consumers to the store in the morning of November 27. The Black Friday tradition won’t die because certain stores won’t be open; people will just go to other stores.

“I think stores should be closed on Thanksgiving, but as for Black Friday, they are probably missing out on a good day of sales,” said  Rodriguez.