Why Some Americans Are Boycotting Black Friday This Year

This post-Thanksgiving weekend, a growing number of Americans have pledged that they won't be camping outside stores or refreshing their browsers for deals. Instead, they're participating in coordinated boycotts that aim to turn one of the biggest shopping events of the year into a statement about economic power, inequality, and corporate influence in American life.

What are the Black Friday boycotts?

Two major boycott campaigns are underway during the 2025 holiday shopping season. The first, called "Mass Blackout," is a coalition effort involving grassroots groups including Blackout the System, The People's Sick Day, American Opposition, the Money Out of Politics Movement, and The Progressive Network. Running from Nov.25 through Dec. 2, this weeklong economic protest asks Americans to stop shopping at major retailers, halt their streaming service subscriptions, avoid nonessential travel, and even refrain from working if possible.

“No spending. No work. No surrender. The system isn’t broken. It’s working exactly as designed—for the wealthy,” says the homepage of the Mass Blackout website. This isn't about hurting small business or communities, but targeting major corporations that "that profit from injustice, fuel authoritarianism, and crush worker power.”

The second campaign, "We Ain't Buying It," is spearheaded by organizations like Black Voters Matter, Indivisible, and Until Freedom. This effort specifically targets major retailers, including Amazon, Target, and Home Depot, during the crucial Black Friday through Cyber Monday period.

Both campaigns share similar goals: to demonstrate that everyday consumers and workers hold real economic power, and to protest what organizers see as a political and economic system that serves billionaires and corporations rather than ordinary Americans.

Why the Black Friday boycotts are happening

The timing of these campaigns is no accident. The five-day period from Thanksgiving through Cyber Monday (also known as the "Cyber Five"), accounts for approximately 17% of all holiday season sales. It's when retailers are most vulnerable to consumer action—and when consumers have the potential to make the biggest impact.

The movements are responding to what they see as an increasingly divided economy, one in which the gap between the richest and poorest Americans continues to widen. "This isn't about left versus right," reads the Mass Blackout website, "this is about people versus power." The goal is a collective refusal to participate in a system where special interests and billionaires shape policy, while working people are exploited and democratic norms are eroded.

LaTosha Brown, co-founder of Black Voters Matter Fund, said on CNN that the effort isn't a mere boycott, but a consumer action: "We're sending a message to companies that when they align with policies that harm us, we will not support them," she said. In other words, don't let the word "boycott" make you think this is solely an economic movement. It's a political and personal one, too.

These aren't isolated protests either—nor are they as fruitless as they may seem to cynics. Throughout 2025, boycotts have proven effective in shifting corporate behavior. Target recently reported declining sales partially attributed to customer backlash over its rollback of diversity, equity, and inclusion initiatives. This points to the fact that consumer action really can impact even retail giants.

How to meaningfully participate in a Black Friday boycott

Participating in these boycotts (or consumer actions) doesn't require taking dramatic action. The core principle is simple: pause unnecessary consumption during this period, and reconsider your relationship with shopping. It's not just about "not spending," but actually rerouting that time and money back into your own community.

If you're interested in participating, here's what organizers suggest you do:

• Avoid major corporations. The boycotts specifically target large retailers that dominate the market. If you need to make purchases, support small, local, or independent businesses instead. Small Business Saturday on Nov. 30 is explicitly excluded from the boycott for this reason.

• Reduce digital consumption. Log off streaming platforms, cancel or pause subscriptions you're not using, and avoid ad-driven platforms unless you're using them for organizing. This removes your engagement from the attention economy that drives corporate profits.

• Consider a "working strike." Remember "quiet quitting?" For those who can't take time off work, organizers suggest working to rule (doing only what's required), going slow, or simply showing up without extra effort.

• Stop impulse shopping. Black Friday has become synonymous with deals that create urgency, with "limited time only" sales designed to trigger immediate purchases. Before buying anything, ask yourself: Do I actually need this, or am I responding to marketing? Will I still want this item in a week? This pause alone can be powerful, and give you time to reconsider shopping at local businesses instead.

If you're unable to join the economic shutdown directly, or if you're looking for a way to support those who are, you can take action by donating to mutual aid here.

Apolitical reasons to consider participating in a Black Friday boycott

Even if you're not politically motivated to participate in these boycotts, there are compelling personal reasons to step back from Black Friday shopping this year.

First, most Black Friday "deals" aren't as good as they appear. Retailers often inflate original prices to make discounts look more impressive, or offer deals on older models and inferior products. Whatever sense of urgency you feel when shopping this week, remember it's by design. Even if you aren't compelled by the bigger political movements going on, it's worth taking a step back from Black Friday shopping for your own sanity (and wallet).

Perhaps most importantly, participating in a boycott—even partially—is an opportunity to reclaim agency. In a consumer culture that constantly pushes us to buy more, choosing not to participate can be surprisingly liberating. It's a chance to align your spending with your values and to recognize that you have power in the economy.

The bottom line

Whether or not these boycotts significantly impact retail sales remains to be seen. Economists note that short-term boycotts often face challenges because consumers simply shift their spending to other times. However, organizers argue that the act of participation itself matters—it demonstrates economic consciousness and solidarity that can build into long-term collective action.

What is already clear is that these movements reflect growing frustration with economic inequality and corporate power. They're attempting to transform Black Friday from a celebration of consumerism into a moment of collective reckoning about who holds the power in the American economy.

You don't have to join a political movement to benefit from stepping back this Black Friday. Simply pausing, questioning whether you really need to shop, and avoiding impulse purchases you'll regret later is a form of participation. Before you reach for your wallet or click "add to cart," take a moment to consider: What if you just didn't? What if instead of shopping, you spent time with people you care about, engaged with your community, or simply rested? In a culture that equates shopping with happiness and consumption with success, sometimes the most radical thing you can do is nothing at all.

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