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6 companies bucking the Black Friday trend, from REI to Everlane

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These 6 companies are bucking the Black Friday conspicuous consumption trend — from fully closing stores to going all in on charity efforts

, which included a full-page advertisement in The New York Times urging consumers not to shop on Black Friday.

"Black Friday is a frenzy of deep discounts, limited-time offers and last-ditch efforts urging you to 'save' by spending more," the company states on its."We're not doing that. Instead, we'd like to slow down and think about the bond we all build with our clothes."

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