Values in Marketing: How Taking a Stand Boosts Your Business

What do Home Depot, Ikea, Dillard’s and REI have in common?
They all will be closed for Thanksgiving this year, joined by dozens more major retailers. REI in particular will remain closed through Black Friday as well. On some of the biggest shopping days in the U.S., these retail giants are encouraging potential customers to stay home.
On the surface, it seems like a risky move. At worst, these brands risk losing customers to competitors, and at best they’re out a substantial chunk