A growing grassroots initiative in the United States is rallying residents to refrain from spending money on Friday as a form of “economic resistance.” The movement aims to challenge the perceived harmful impact of billionaires, large corporations, and the influence of major political parties on the working class. This event, termed an “economic blackout” by the People’s Union USA, is gaining traction online and sparking discussion. This movement also plans to initiate longer consumer boycotts against particular companies like Walmart and Amazon.
In addition to the efforts of the People’s Union USA, various activist groups and faith leaders are coordinating boycotts in response to businesses that have begun scaling back their diversity, equity, and inclusion (DEI) programs. They’re also opposing former President Donald Trump’s initiative to dismantle all federal DEI efforts. Some faith leaders are urging their congregations to avoid shopping at Target during the 40-day Lent period, following Target’s decision to reduce its DEI commitments.
The People’s Union USA, founded by John Schwarz, a meditation teacher from the Chicago area, is credited with the idea behind the 24-hour spending halt. The organization emphasizes its independence from any political affiliation, aiming to represent people from all walks of life. Despite outreach attempts, the group remains unavailable for comment. The planned economic blackout spans from midnight to 11:59 p.m. EST on Friday, urging participants to halt all purchases, especially from major chains, while suggesting emergency purchases be made at local small businesses using cash.
The People’s Union also schedules another broad economic boycott on March 28, adding specific campaigns against retailers like Walmart and Amazon, and food giants such as Nestle and General Mills. The plan for Amazon calls on consumers to avoid Whole Foods, which the tech giant owns.
Numerous other boycotts target companies like Target, which recently announced a reduction in its DEI efforts. This announcement led to initiatives such as the We Are Somebody group’s Target boycott, initiated by Nina Turner, coinciding with Black History Month. Religious leaders, such as Rev. Jamal Bryant, have launched campaigns to enlist Christian support for a Target boycott from March 5, marking the beginning of Lent.
Moreover, Rev. Al Sharpton, president of the National Action Network, declared the future identification and boycotting of two companies that have withdrawn their DEI commitments within a 90-day timeframe.
Experts express skepticism about the long-term efficacy of these events. While Friday’s “blackout” could mildly affect retailers in the current fragile economic landscape, lasting impacts are doubtful. Increases in inflation and potential new tariffs contribute to an environment where consumer confidence is already shaky.
According to Marshal Cohen from Circana, a market research firm, generally, retailers face significant challenges in a limited market. Food expenditure is a higher priority, putting more pressure on non-essential goods. Although there might be short-term impacts on daily retail sales, especially in liberal urban areas, long-term changes are unlikely.
Historically, the effects of such boycotts vary. Target previously saw a sales decline following consumer backlash against its LGBTQ+ Pride collection, leading to a conservative approach in subsequent years. The Goya Foods boycott of 2020 eventually led to a temporary spike in sales, initially driven by new buyers from Republican-leaning regions. However, results were not sustained beyond a few weeks.
In contrast, Bud Light’s sales plummeted in 2023 after sending a commemorative can to a transgender influencer, with sales struggles persisting due to consumers easily switching to alternative beer brands.
Afya Evans, an Atlanta political and image consultant, plans to shop on Friday, focusing on small and Black-owned businesses. While aware of other boycotts, she supports this initiative, believing it could indicate consumer power through collective action.
