A coalition of activist groups, including the organization known as 50501, has launched a nationwide Black Friday boycott aimed at some of America’s largest retailers. The campaign, titled “We Ain’t Buying It,” urges shoppers to avoid Target, Amazon, and Home Depot from Thanksgiving Day through Cyber Monday.

The organizers say the boycott is designed to use consumer power to challenge what they describe as corporate ties to the Trump administration and actions that undermine diversity and democratic values.

Why the boycott is happening

The coalition behind the campaign says the aim is not to shame shoppers but to encourage them to make intentional spending choices.

Glo Sahay, a spokesperson for 50501, told Newsweek that the boycott asks consumers to redirect their money if they do not support the political and corporate actions of the targeted retailers. That includes shopping locally or supporting businesses the group describes as “affirming our humanity.”

Many participating organizations operate under the banner “50 Protests, 50 States, One Movement,” or 50501. Since January, the group has led nationwide demonstrations focused on companies perceived to support the Trump administration or to scale back diversity, equity, and inclusion programs.

The campaign describes itself as an “economic action and solidarity campaign,” one that encourages people to withhold spending to make a collective statement. Organizers say the financial impact will become visible if enough consumers participate.

Why the timing matters

Black Friday weekend remains one of the most lucrative shopping periods of the year. Adobe Analytics data shows Americans spent more than 41 billion dollars online from Thanksgiving through Cyber Monday in 2023. Nearly 200 million people shopped during the holiday weekend.

Because of this, group organizers say the timing of a boycott can have heightened influence. They hope that a pause in spending at major retailers during this peak period will underscore the economic weight of consumer choices.

What companies are being targeted and why

The boycott focuses on three large retailers: Target, Amazon, and Home Depot.

While the coalition has not publicly released a detailed list of grievances, Sahay says all three companies were chosen for what the group views as political alignment or policy decisions connected to the Trump administration. Activists argue that consumers who disagree with those actions can use spending as a form of protest.

Supporters of the campaign are encouraged to avoid the targeted corporations entirely and direct purchases toward small, local, or ethically aligned businesses instead.

When will the boycott take place

The “We Ain’t Buying It” boycott runs from November 27, Thanksgiving Day, through December 1. The dates include Black Friday and Cyber Monday, the two busiest shopping days of the season.

Organizers say the goal is to encourage a “full blackout” of purchases from Target, Amazon, and Home Depot during that period. They argue that boycotts have historically played a role in social and political change and that withholding spending can help shift economic and cultural power.

How shoppers can participate

Individuals can take part by:

• Avoiding Target, Amazon, and Home Depot during the boycott window
• Shopping at local or independently owned stores
• Choosing businesses that reflect ethical, democratic or community-oriented values
• Sharing information about the campaign through social platforms or community groups

Organizers stress that the boycott is not about judgment or financial pressure on individuals but about highlighting the impact of collective economic choices.