What Is the Latest Black Friday Boycott – and Will It Work?

Building on the momentum of consumer boycotts against Target and other companies earlier this year, grassroots organizers want American consumers to use their economic power this Thanksgiving weekend to protest the Trump administration’s anti-immigration and anti-DEI crackdowns – and the big corporations that won’t oppose them.

The We Ain’t Buying It campaign – organized by many of the groups behind the No Kings protests – is asking Americans to stop shopping at Target, Home Depot and Amazon on Black Friday, one of the busiest retail days of the year, while also encouraging people to shop local and support community businesses.

“We are reclaiming our power. We are redirecting our spending. And we are resisting this rise to authoritarianism,” said LaTosha Brown, co-founder of Black Voters Matter, one of the groups spearheading this action.

Organizers see We Ain’t Buying It as an economic pressure campaign that fits into the broader civil resistance against the president’s agenda. It joins other economic protests launched during the Trump era, including an ongoing boycott against Target for rolling back its DEI policies and an uptick in people cancelling their Disney+ and Hulu subscriptions after ABC’s suspension of late-show host Jimmy Kimmel.