Activists Launch We Ain’t Buying It Campaign for Black Friday Boycott

Grassroots organizers are mobilizing American consumers to boycott major retailers during Black Friday 2023, using their economic power to protest the Trump administration’s policies on immigration and diversity, equity, and inclusion (DEI). The initiative, named the We Ain’t Buying It campaign, calls for consumers to refrain from shopping at companies such as Target, Home Depot, and Amazon on November 24, 2023. The campaign encourages participants to shop local and support community businesses instead.

LaTosha Brown, co-founder of Black Voters Matter, emphasized the campaign’s purpose: “We are reclaiming our power. We are redirecting our spending. And we are resisting this rise to authoritarianism.” Organizers view We Ain’t Buying It as an economic pressure campaign that fits into a broader civil resistance against the Trump administration’s agenda. The campaign follows earlier consumer boycotts against retailers like Target, which has faced backlash for its rollback of DEI policies.

The We Ain’t Buying It campaign aims to create significant economic impact by mobilizing consumers during one of the busiest retail weekends of the year. Organizers believe that consumer activism can draw attention to social issues, even if it does not directly result in decreased sales for targeted companies. As noted by Nien-hê Hsieh, a professor of business administration at Harvard Business School, “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.”

Targeting Major Retailers

The campaign specifically targets Amazon, Home Depot, and Target, with the goal of sending a message to all corporations unwilling to challenge the Trump administration. Amazon has previously faced boycotts due to its donations to Trump’s inaugural fund and significant tax cuts. Home Depot has come under scrutiny for its association with ICE, which has reportedly conducted immigration arrests at its properties. Protesters have gathered outside Home Depot locations in cities such as Charlotte and Chicago to voice their opposition to these policies. A spokesperson for Home Depot stated that the company is not involved in immigration enforcement activities.

Target is also a focal point of the boycott, particularly because of its recent decisions regarding DEI initiatives. Following a 1.5% drop in net sales reported in the company’s third-quarter earnings, Target’s CEO announced his resignation, citing inflation, tariffs, and consumer boycotts as contributing factors. The retailer recently experienced its first major layoffs in a decade.

Organizers plan to maintain pressure on these corporations through ongoing activism. In addition to Black Voters Matter, various groups such as Indivisible, 50501, Until Freedom, and the Working Families Party have joined the campaign. Brown mentioned that since the campaign’s launch, over 80 groups, including labor unions, have signed on to participate.

Protest Strategies and Goals

The boycott begins on Thanksgiving, with the motto “Don’t spend a dime, spend time with your family.” Participants are urged to avoid shopping on Black Friday unless at small, local businesses. The campaign aims to promote community investment and consciousness among consumers. Organizers have also prepared a toolkit for participants and encourage social media engagement to spread their message.

While the immediate goal is to boycott targeted companies, We Ain’t Buying It seeks to foster a culture of conscious consumerism. Brown stated, “We’re hoping that the millions of people that participate in this will have a higher level of consciousness about the choices they make with their money.”

Experts have noted that consumer boycotts can raise awareness about critical issues but may vary in effectiveness depending on the organizers’ objectives. Emily E LB Twarog, an associate professor at the University of Illinois Urbana-Champaign, remarked on the historical context of Black Friday protests, stating, “We’ve had Black Friday boycotts since Black Friday has been around.” While the impact of such actions on sales may be uncertain, the potential for increased public awareness remains significant.

According to Paul Sergius Koku, professor emeritus at Florida Atlantic University, sustained economic activism can prompt changes in corporate policies and practices. He noted, “It has to be sustained over time, and you have to give reasons for people to buy into it.” This requires broad participation and commitment to the cause, even at personal cost.

The We Ain’t Buying It campaign represents a continuation of consumer activism, echoing historic movements that have successfully influenced corporate and governmental policies. As the campaign unfolds, its effectiveness will depend on its ability to mobilize a diverse coalition of participants and maintain visibility beyond the immediate boycott.