Grassroots organisers in the US are urging consumers to boycott major retailers on Black Friday as part of a protest against the Trump administration's anti-immigration and anti-DEI policies. The campaign, called 'We Ain’t Buying It', calls for shoppers to avoid Target, Home Depot and Amazon on one of the busiest shopping days of the year, while supporting local businesses instead.
The action is led by groups behind the No Kings protests, including Black Voters Matter. Co-founder LaTosha Brown said: 'We are reclaiming our power. We are redirecting our spending. And we are resisting this rise to authoritarianism.' The campaign aims to leverage consumer behaviour for societal change, building on earlier boycotts against Target and other companies.
Experts note that consumer boycotts can draw attention to causes, but their effectiveness in changing policy depends on sustained and visible pressure. Nien-hê Hsieh, professor at Harvard Business School, said: 'They’re effective not so much because they actually reduce sales that much, but it’s really about calling attention and putting the company in the spotlight.'
