While most retailers head into a post-Thanksgiving shopping frenzy, many people in the Bay Area will head for the hills.
The holiday shopping season traditionally begins on "Black Friday" and it's when we hear stories of stampedes at Walmart and urgent pleas to drop everything and go to the nearest mall.
Outdoor retailer REI even worked with a San Francisco ad agency to create an award-winning campaign that capitalizes on the anti-Black Friday backlash.
Personally, I'm looking forward to a hike.