To me, that sounds like a marketing triumph for REI.
About 30 years ago, there was only one REI store in the San Francisco Bay Area, in Berkeley. Members used to drive for an hour or two to get to the store in advance of the Spring Sale. They would camp out overnight on the sidewalk outside the store. People with clipboards would circulate through the waiting line to get their petitions for whatever signed. Periodically, the store employees would come outside with a bullhorn to announce some schedule update, and the crowd would be in a feverish pitch by opening time. Then the chain would be removed from the front doors and it looked like the Mongol Hoardes descending upon the castle.
I remember purchasing a few "steals" that way, and then I was heading for the checkout, but there was a table with a stack of Everest books on sale. Some Chris Bonington book. I was just about to stick it under my arm when I looked up, and there was Bonington, himself.
It was all quite a spectacle.
–B.G.–

