Some Americans use Black Friday and Cyber Monday as a moment for consumer protest, but the specific campaigns documented in the available reporting were organized for 2025. The sources reviewed do not confirm a named 2026 Black Friday campaign, its organizers, targets or schedule. Earlier calls differed: some urged shoppers to avoid particular retailers, while others asked people to pause broader spending or redirect it to local businesses.
Why are people boycotting Black Friday and Cyber Monday?
There is no single reason or unified boycott. Organizers of 2025 campaigns cited concerns including companies’ responses to immigration enforcement, rollbacks of diversity, equity and inclusion (DEI) commitments, corporate political influence, labor and economic inequality, and the environmental impact of high-volume consumerism. These are organizers’ stated reasons and claims, not findings that every targeted company engaged in the conduct alleged.
For some organizers, the goal was also to make a public statement about where consumer spending goes. LaTosha Brown, co-founder of Black Voters Matter, described the We Ain’t Buying It campaign as a way of “reclaiming our power” and “redirecting our spending,” in reporting by The Guardian and ConsumerAffairs.
Which companies were people boycotting?
The named target lists below refer to calls reported for 2025, not confirmed 2026 plans. They should not be combined into one list: organizers, timelines and approaches varied.
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| Campaign or organizer | 2025 approach and targets | Stated rationale or aim |
|---|---|---|
| We Ain’t Buying It, backed by Black Voters Matter, Indivisible, Until Freedom and other groups | Targeted Amazon, Target and Home Depot; encouraged spending at small, local and community-based businesses. | Organizers raised concerns about immigration enforcement, companies’ political choices and DEI rollbacks. The Guardian and ConsumerAffairs covered the campaign. |
| The People’s Union USA | USA Today reported a spending pause from November 28 through December 5, 2025, naming Amazon, Target, Home Depot and Kellogg’s among its targets. | The group’s stated critiques included corporate greed, worker exploitation and abandonment of DEI commitments. USA Today reported the call. |
| Mass Blackout | Described a wider economic withdrawal; its campaign page says it coordinated calls originating with several groups, including The People’s Union USA. | A broader protest approach rather than the same specific retailer list used by We Ain’t Buying It. The campaign page describes the 2025 effort; it does not confirm a 2026 event. Mass Blackout. |
| BDS National Committee | Its 2025 action alert called for avoiding named companies or products around Black Friday and Cyber Monday. | The organization framed its call around its stated positions on corporate conduct and the Israel-Palestine conflict. These are the organization’s advocacy claims. BDS National Committee. |
A related campaign, ICE Out of My Wallet, describes an ongoing effort against companies it says profit from ICE surveillance and enforcement. Its organizers said Black Friday weekend 2025 was only the beginning; the campaign page is not confirmation of a 2026 Black Friday-specific call. Beyond the Ballot.
What is known about a 2026 Black Friday boycott?
The sources reviewed do not establish a specific 2026 campaign announcement, including a confirmed organizer, date, company target list or rationale. The 2025 calls above should not be presented as this year’s plans. A current campaign could still be announced, but no such announcement is confirmed here.
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Economic concerns and holiday shopping plans provide context, not a count of boycott participants. In a July 6–12, 2026 survey of U.S. adults, Pew Research Center found 69% were very concerned about healthcare costs, 66% about food and consumer-goods prices, and 64% about housing costs. Pew Research Center did not measure Black Friday boycott participation in those figures.
Meanwhile, ICSC’s 2026 holiday-intentions survey found 88% of U.S. adults—about 237 million people—planned to buy holiday gifts or related items, and 78% expected to spend the same or more than the prior year. The survey measured intentions, not completed purchases or boycotts. It also found 27% expected to do more research or comparison shopping because of higher prices or budget concerns, and 25% expected to switch to lower-priced products or brands. ICSC.
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A boycott can create visibility and public pressure, but those outcomes are not the same as a measurable sales loss or a company policy change. The reporting reviewed does not establish a national sales loss attributable to the 2025 calls. Harvard Business School professor Nien-hê Hsieh told The Guardian that boycotts are often effective less by reducing sales than by calling attention to a company.
That distinction matters when judging results: media attention can spotlight a target; sustained pressure may keep scrutiny on it; a company response is a separate outcome; and proving a sales effect requires attributable measurement. No verified estimate for the 2025 Black Friday boycott calls is established in the reporting cited here.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How practical is it to take part?
Participation can mean skipping selected retailers, pausing most discretionary spending, or shifting purchases to businesses a shopper prefers. The choice depends on a person’s budget, access to alternatives and the campaign’s scope; replacing a necessary purchase with a more expensive option may not be feasible.
In Ipsos’s 2025 survey, 26% of surveyed U.S. consumers said they had boycotted in the previous month. Among people who had boycotted, 74% said they had successfully reduced or stopped spending and stuck to it; 61% said stopping entirely would be impossible; and 68% said they had both reduced spending at one place and tried to offset it by spending more at places better aligned with their values. These are general boycott findings, not Black Friday-specific participation rates. Ipsos.
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Some consumers find it difficult to change habits, identify alternatives that better fit their values, or afford those alternatives, according to Ipsos. A shopper who wants to participate can choose a scale that does not undermine essential spending, such as avoiding one named retailer or redirecting only discretionary purchases.
Why do other shoppers still go out on Black Friday?
Boycott calls meet an established shopping occasion, and people shop for different reasons. In Deloitte’s 2025 survey of Black Friday in-store shoppers, 54% named doorbuster deals as a reason for shopping that day, 52% cited the best in-store deals being available then, and 43% said they enjoyed shopping with friends or family. These figures describe shoppers’ reasons, not the number of people who rejected a boycott.
Views about corporate positions also vary. In the 2026 Bentley-Gallup Business in Society Survey, a web survey of 3,270 U.S. adults conducted May 4–11 using Gallup’s probability-based panel, 58% said businesses should speak out on free speech, 58% on climate change, 57% on DEI, 56% on mental health and 54% on healthcare. Those responses concern whether companies should speak out; they do not measure boycott participation. Gallup.
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