REI Union Workers to Vote on Customer Boycott During Critical Anniversary Sale
As REI approaches its busiest period of the year, the outdoor retailer could be hit with a significant boycott. Unionized employees are set to vote next week on whether to urge customers to avoid shopping at REI during its highly anticipated anniversary sale in May. A vote in favor would represent a major escalation in the workers' multi-year struggle to secure their first union contract.
Workers Feel Compelled to Take Drastic Measures
Anni Saludo, a 15-year employee at REI's Durham, North Carolina store, expressed mixed emotions about the potential boycott. "I do believe there will be some big support for this, and unfortunately so," Saludo said. "It's not an easy ask, but it is the only avenue I feel that we have to get them to listen to us." Over the past four years, workers have successfully organized 11 of REI's approximately 190 stores, advocating for higher wages and greater workplace representation. Despite REI's branding as a progressive, member-owned cooperative, the company has yet to agree to a collective bargaining agreement for any of these unionized locations.
Targeting the Anniversary Sale for Maximum Impact
The proposed boycott aims to pressure REI into finalizing a contract by threatening sales during a crucial revenue period. The retailer heavily promotes its anniversary sale, which offers substantial discounts on camping and hiking gear just before summer. Many loyal REI shoppers wait for this event to make their largest annual purchases using member coupons. If union store workers approve the boycott, it would apply to both in-store and online shopping throughout the sale, typically lasting about 10 days leading up to Memorial Day. Customers might encounter picket lines at unionized and non-union stores alike.
Factors Influencing Boycott Success and Broader Context
The effectiveness of the boycott will depend on the union's ability to widely publicize it and REI shoppers' willingness to comply. REI's core customer base tends to be young and liberal, and Saludo noted past customer support during union strikes. "Our [co-op] members will absolutely understand why we're doing this," she asserted. Workers at the organized stores are represented by the United Food and Commercial Workers union and its affiliate, the Retail, Wholesale and Department Store Union. These groups have accused REI of numerous labor law violations, including retaliating against pro-union employees and bargaining in bad faith to avoid an agreement—allegations REI denies.
These accusations have tarnished REI's reputation as an ethical employer focused on environmental issues rather than corporate profits. The retailer is represented in negotiations by Morgan Lewis, a law firm known for its aggressive stance against unions. Financially, REI has faced challenges, reporting a 6% sales decrease and a net loss of $156 million for 2024. The company shuttered its tour and events business and laid off hundreds of workers in early 2025, while appointing a new CEO, Mary Beth Laughton, to revive declining sales.
Negotiation Stalemate and Potential Risks
Last year, the two sides made some progress, agreeing to a bargaining framework and reaching several tentative agreements. However, they failed to resolve key economic issues like pay raises. Recently, REI informed the union that talks had reached an "impasse" and that it planned to unilaterally implement a final offer despite union objections. Additionally, Bloomberg reported that REI will lower starting wages and reduce vacation and retirement benefits this summer.
The union is cautious about the boycott, recognizing it could create divisions among employees at non-union stores targeted for future organizing. If unsuccessful, the boycott might embolden management to prolong the stalemate rather than accelerate a deal. Saludo emphasized that workers do not want to harm their employer financially but feel compelled by the protracted negotiations. "This is a co-op not acting like a co-op," she stated. "We want REI to be the REI it says it is."
