A grassroots-led boycott is threatening Black Friday sales, aiming to hit major retailers where it hurts most.
Story Highlights
- The People’s Union USA calls for a 24-hour boycott on Black Friday, targeting major retailers.
- Protest focuses on DEI rollbacks and broader corporate and political dissatisfaction.
- Campaign promotes spending at local and small businesses instead.
- Further actions, including a week-long boycott, are planned for 2026.
Grassroots Protest Targets Major Retailers
The People’s Union USA, a grassroots organization, has announced a nationwide “economic blackout” for Black Friday 2025. This protest aims to impact major retailers, urging Americans to boycott these stores for 24 hours, in response to the rollback of diversity, equity, and inclusion initiatives by companies like Target. The movement also expresses broader dissatisfaction with current corporate practices and political developments, including proposed government workforce reductions.
The boycott, scheduled to begin at midnight on Black Friday, seeks to leverage the day’s economic significance to maximize visibility and impact. The organizers promote this action as a solidarity movement, encouraging consumers to support local and small businesses instead of major retailers. This protest has gained traction on social media and is even gaining international attention, with some Canadian businesses joining the call for a spending freeze.
An economic "Mass Blackout" is planned on Black Friday and Cyber Monday to protest the Trump administration. Small Business Saturday is exempt from the blackout. pic.twitter.com/JGHtCvMFIY
— USA TODAY (@USATODAY) November 12, 2025
Historical Context of Consumer Boycotts
Consumer boycotts have long been used as tools for social and economic protest, with notable examples from the civil rights era. In recent years, there has been a resurgence in economic activism, driven by corporate and political decisions that many view as detrimental to social justice and labor rights. The rollback of DEI initiatives at major companies like Target has particularly sparked backlash from advocacy groups and motivated this latest protest.
Political developments under President Trump, including plans to reduce the federal workforce, have heightened tensions and further fueled calls for protest. Black Friday, as the largest retail shopping day in the U.S., presents a strategic opportunity for the movement to make a significant statement.
Impact and Future Implications
The short-term impact of the boycott could include reduced sales for major retailers on Black Friday, bringing increased visibility to economic activism and sparking public debate on corporate practices. In the long term, if the protests persist, companies might be pressured to reconsider their DEI rollbacks and other policies. This movement could set a precedent for future consumer activism during peak shopping periods, potentially influencing corporate social responsibility strategies.
While the actual economic impact of the boycott is uncertain, the movement raises awareness of DEI and labor issues, fostering solidarity among activists. The People’s Union USA has already announced plans for further actions, including a week-long boycott of Amazon and Nestlé in March 2026. This indicates that the economic blackout is just the beginning of a broader campaign for change.
