Why Some Americans Are Boycotting Black Friday This Year

This Thanksgiving weekend, more and more Americans are vowing not to camp out outside stores or refresh their websites in search of deals. Instead, they’re participating in coordinated boycotts aimed at turning one of the biggest shopping events of the year into a statement about economic power, inequality, and the influence of corporations on American life.

What are Black Friday boycotts?

Two major boycott campaigns are underway during the 2025 holiday shopping season. The first, called ” Massive Power Outage ,” is a coalition effort involving grassroots organizations such as Lock Down the System , People’s Day of Sickness , American Opposition , Movement for Money in Politics, and Progressive Network . This week-long economic protest, which runs from November 25 to December 2, calls on Americans to stop shopping at major retailers, suspend their streaming service subscriptions, avoid nonessential travel, and even refrain from work if possible.

“No spending. No work. No capitulation. The system isn’t broken. It works exactly as intended—for the rich,” reads the homepage of the Mass Blackout website . The idea isn’t to harm small businesses or communities, but to strike at large corporations that “profit from injustice, fuel authoritarianism, and oppress workers.”

The second campaign, ” We’re Not Buying This ,” is led by organizations like Black Voters Matter , Indivisible , and Until Freedom . This campaign targets major retailers, including Amazon, Target, and Home Depot, during the critical period from Black Friday to Cyber ​​Monday.

Both campaigns share similar goals: to demonstrate that ordinary consumers and workers wield 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 Black Friday boycotts happen

The timing of these campaigns is no coincidence. The five-day period from Thanksgiving to Cyber ​​Monday (also known as “Cyber ​​Five”) accounts for approximately 17% of all holiday season sales. It is during this time that retailers are most vulnerable to consumer activity, and it is when consumers have the potential to exert the greatest influence.

The movements are responding to what they see as a growing economic divide, in which the gap between the richest and poorest Americans continues to widen. “This isn’t about left versus right,” states the Mass Blackout website, “but about people versus power.” The goal is a collective refusal to participate in a system where policy is shaped by interest groups and billionaires, while workers are exploited and democratic norms are eroded.

LaTosha Brown, co-founder of the Black Voters Matter Fund, stated on CNN that these efforts aren’t just a boycott, but a consumer rights movement: “We’re sending a message to companies that if they pursue policies that harm us, we won’t support them,” she said. In other words, don’t let the word “boycott” fool you into thinking this is a purely economic movement. It’s also a political and personal one.

These aren’t isolated protests, and they’re not as fruitless as cynics might think. Boycotts have proven effective in changing corporate behavior as far back as 2025. Target recently reported a decline in sales, partly due to customer backlash against the rollback of its diversity, equity, and inclusion initiatives. This suggests that consumer action can indeed influence even retail giants.

How to Participate in the Black Friday Boycott in a Meaningful Way

Participating in these boycotts (or consumer campaigns) doesn’t require drastic measures. The basic principle is simple: abstain from unnecessary consumption during this period and rethink your approach to shopping. It’s not just about “not spending,” but rather about using that time and money to benefit your community.

If you are interested in participating, here is what the organizers suggest you do:

• Avoid large corporations. Boycotts primarily target large retailers that dominate the market. If you must shop, support small, local, or independent businesses. For this reason, Small Business Saturday on November 30th is specifically excluded from the boycott.

• Reduce your digital consumption. Log out of streaming services, cancel or pause subscriptions you don’t use, and avoid ad-supported platforms unless you’re using them for organizational purposes. This removes your engagement from the attention economy that drives companies’ profits.

• Consider a “worker’s strike.” Remember the “quiet exit”? For those who can’t take time off, organizers suggest working within the rules (doing only what’s necessary), taking their time, or simply showing up to work without putting in any extra effort.

• Stop giving in to impulse buying. Black Friday has become synonymous with discounts that create a sense of urgency, with “limited-time” sales designed to encourage immediate purchases. Before buying anything, ask yourself: Do I really need this, or am I falling for a marketing ploy? Will I still want this item in a week? This pause can be very beneficial and give you time to reassess your shopping plans at local stores.

If you can’t directly join the economic downturn or are looking for a way to support those who can, you can get involved by donating to mutual aid here .

Apolitical reasons to consider joining the Black Friday boycott

Even if you don’t have a political motivation to participate in these boycotts, there are compelling personal reasons to skip Black Friday shopping this year.

Firstly, most Black Friday “deals” aren’t as good as they seem . Retailers often inflate initial prices to make discounts look more impressive, or offer discounts on older models and low-quality items. No matter how tempted you are to buy something urgently this week, remember that this is the plan. Even if you’re not being pushed to do so by major political events, it’s worth taking a step back and avoiding Black Friday shopping for your own peace of mind (and your wallet).

Perhaps most importantly, participating in a boycott, even partially, is an opportunity to reclaim your agency. In a consumer culture that constantly pushes us to buy more, opting out can be surprisingly liberating. It’s an opportunity to align your spending with your values ​​and recognize your power in the economy.

Bottom line

It remains unclear how significantly these boycotts will impact retail sales. Economists note that short-term boycotts often face difficulties, as consumers simply postpone their spending. However, organizers argue that the mere fact of participation is important—it demonstrates economic consciousness and solidarity, which can develop into long-term collective action.

It’s already clear that these movements reflect growing discontent with economic inequality and corporate power. They are attempting to transform Black Friday from a celebration of consumerism into a moment of collective reflection on who controls the American economy.

You don’t have to join a political movement to take advantage of the opportunity to relax this Black Friday. Simply stopping, considering whether you really need to buy something, and avoiding impulsive purchases you’ll later regret is a form of participation. Before you reach for your wallet or hit “add to cart,” consider: what if you hadn’t? What if, instead of shopping, you spent time with loved ones, connected with your local community, or simply relaxed? In a culture where shopping is associated with happiness and consumption with success, sometimes the most radical thing you can do is do nothing at all.

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