A coalition of civil rights, labor, and grassroots organizations is calling for one of the largest consumer boycotts in modern U.S. history—urging more than 186 million Americans expected to shop between Thanksgiving and Cyber Monday to close their wallets and send a message to corporate America: “We ain’t buying it.”
The coordinated campaign, backed by groups behind the No Kings Day movement, aims squarely at Target, Amazon, and Home Depot, accusing the retail giants of enabling what organizers describe as the Trump administration’s “abuses of power.” The boycott runs from Nov. 27 to Dec. 1, traditionally one of the most lucrative periods for the U.S. economy.
Organizers say the corporations being targeted have refused to stand against, and in some cases actively benefited from, the administration’s anti-immigration, anti-DEI (diversity, equity and inclusion), and pro-corporate policy agenda.
“When corporations align with cruelty and authoritarianism, they must understand that our purchasing power matters,” said LaTosha Brown, co-founder of Black Voters Matter and a member of the coalition. “Economic noncooperation is a powerful, nonviolent tool for a free people, and we plan to use it to make America better for all of us – not just the wealthy few.”
The boycott isn’t just about saying no. It’s about redirecting billions of dollars in holiday spending toward small, local, and community-based businesses—a move organizers say helps starving local economies while withholding support from corporations that “disrespect our dignity and ignore the needs of our neighborhoods.”
From the movement’s website, the call to action is clear: “This Thanksgiving season, it’s time to put our money where our values are. It’s time to recognize the power in every dollar we spend or don’t spend. That’s why we’re calling on everyone who believes in justice, equity, and real community investment to take the We Ain’t Buying It pledge.
We aren’t just consumers; we’re community builders. We’re driving the change we want to see, and demanding respect.”
Participants pledge to mobilize their buying power, spend intentionally, and return to “roots of family and community” during the holiday season—turning the long weekend into an act of economic resistance.
The “We Ain’t Buying It” campaign has rapidly grown since its early November launch. In addition to Black Voters Matter, organizing groups include Indivisible, 50501, Until Freedom, and the Working Families Party, all core players in national efforts resisting the second Trump administration. Brown said more than 80 additional organizations, including labor unions, have signed on.
“We’re hoping that the millions of people that participate in this will have a higher level of consciousness that we have choice—that our money gives us choice,” Brown said. “That means that we have power and that we can make choices to demand better.”
With the kickoff of the holiday shopping season just days away, organizers hope the boycott will deliver a staggering economic shock—one that could not only disrupt profits, but also spark a national conversation about corporate accountability, political complicity, and the real power of the American consumer.