A powerful coalition of activist groups is calling for a nationwide Mass Blackout protest, urging Americans to boycott the traditional Black Friday and Cyber Monday shopping frenzy in a direct challenge to the Trump administration and corporate power.
The Coalition Behind the Boycott
What began as separate initiatives from groups including Blackout the System, The People’s Sick Day, American Opposition, the Money Out of Politics Movement, and The Progressive Network has now merged into a unified front. This coalition is orchestrating the weeklong economic protest, scheduled to run from November 25 to December 2, deliberately timed to disrupt the kickoff of the crucial holiday shopping season.
The protest encourages participants to completely avoid major corporations. Instead, shoppers are asked to support local or independent businesses, preferably using cash instead of cards. The one exception to the boycott is Small Business Saturday on November 30, which the campaign actively supports.
A Protest of Power and Economic Discontent
The activists frame the boycott as a necessary response to a political system they believe is corrupted by special interests. Isaiah Rucker Jr., founder of Blackout the System, stated that the campaign is about showing corporations and politicians "where the power truly lies, with the people."
Carlos Álvarez-Aranyos, founder of American Opposition, further explained that the goal is to build public power through such actions, viewing them as a step toward a potential general strike. He emphasised that the movement represents a fight between the powerful and the working class, citing rising prices and inflation as clear evidence that "people are being taken advantage of."
Echoing this sentiment, John Schwarz, founder of People’s Union USA, has used social media to rally participants, reminding them that "we are the economy."
Parallel Boycott Campaigns Gain Traction
Adding to the momentum, other grassroots organisations are spearheading a complementary campaign dubbed "We Ain’t Buying It." This initiative, led by groups like Black Voters Matter, Indivisible, and Until Freedom, specifically targets major retailers such as Amazon, Target, and Home Depot.
These groups accuse the retailers of backing away from their commitments to diversity, equity, and inclusion programmes, particularly in the context of opposing President Donald Trump. The campaign encourages consumers to redirect their spending towards businesses that have resisted Trump’s influence, as well as Black-owned, minority-owned, and immigrant-owned enterprises.
The Stakes for the Holiday Shopping Season
The protest aims to make a significant dent in a period of immense commercial importance. According to data from Exploding Topics, the "Cyber Five" period from Thanksgiving to Cyber Monday is projected to account for 17.2 percent of all 2025 holiday sales.
The financial stakes are enormous. In 2024, American consumers spent a staggering $13.3 billion on Cyber Monday alone, a 7.3 percent increase from the previous year. During the broader Cyber Week, approximately 197 million Americans participated in shopping, with online sales dominating. Buyer activity on Cyber Monday saw a 512 percent surge compared to a typical day.
Despite this, consumers plan to be more cautious with their spending this season. The average US consumer intends to spend $1,552 this holiday season, marking a 5 percent decrease from 2024, with gift spending expected to drop by 11 percent.
