A grassroots boycott campaign urging U.S. consumers to halt spending at major retailers for 24 hours gained traction Friday, as part of a broader effort to protest corporate influence and economic inequality. The initiative, dubbed the "economic blackout," was launched by The People's Union USA and called for a nationwide pause in nonessential purchases-both online and in-store-at companies such as Amazon, Walmart, and Best Buy.
John Schwarz, a mindfulness and meditation facilitator with no prior background in activism, has led the movement, leveraging social media to rally support. "The system has been designed to exploit us," Schwarz said in an Instagram video to his 250,000 followers. "On February 28, we are going to remind them who really holds the power. For one day, we turn it off."
The movement urges participants to avoid spending on fast food, fuel, and large corporate chains, instead directing any necessary purchases toward small businesses. Schwarz has described the blackout as the first step in a broader economic resistance campaign, with additional boycotts targeting Amazon and Walmart planned in the coming months.
Despite the surge in online engagement, analysts remain skeptical about the boycott's ability to significantly affect corporate revenues. "In the scheme of all the spending that goes on in the U.S. economy, it's unlikely that it will create a huge hole," said Neil Saunders, managing director at GlobalData. He noted that while the movement has gained attention, translating that into widespread participation is another challenge. "Most people will simply ignore it," Saunders said, adding that even those who participate are likely to resume their usual spending patterns afterward.
Still, the campaign has resonated with Americans frustrated by economic conditions, rising prices, and corporate influence in politics. The movement has attracted support from celebrities including Stephen King, Bette Midler, and Mark Ruffalo, amplifying its reach. Some participants have cited corporate rollbacks of diversity, equity, and inclusion (DEI) initiatives as a reason for joining the boycott. Others have linked their frustrations to concerns over the Trump administration's economic policies, including proposed cuts to federal programs.
The blackout coincides with a broader backlash against Target, which has faced consumer anger over its retreat from DEI initiatives. The retailer, once considered a leader in corporate diversity efforts, recently announced it would eliminate hiring goals for minority employees and dismantle an executive committee focused on racial justice. The decision prompted criticism, particularly from Black consumers.
"We have witnessed a disturbing retreat from Diversity, Equity, and Inclusion (DEI) initiatives by major corporations," said Rev. Jamal Bryant of New Birth Missionary Baptist Church in Stonecrest, Georgia. Bryant has launched a separate boycott of Target beginning March 5, encouraging 100,000 participants to shop at Black-owned businesses for 40 days.
Consumer data suggests Target may already be feeling the effects of the backlash. Foot traffic to Target locations fell 7.9% during the week of February 10, while Walmart declined 4.8%, according to Placer.ai, which tracks retail visits through phone location data. Costco, which has maintained its DEI policies, saw foot traffic rise 4.8% in the same period.
While boycotts have a history of drawing public attention to social and political issues, long-term success is less common. "It's very difficult to sustain anything longer than a few weeks," said Young Hou, a marketing professor at the University of Virginia's Darden School of Business. He explained that consumers tend to revert to their usual spending habits over time, and that organized counter-efforts can neutralize the impact of a boycott.
Past consumer boycotts have achieved mixed results. In 2023, Bud Light's parent company, A-B InBev, lost an estimated $1.4 billion in sales following right-wing backlash to a partnership with transgender influencer Dylan Mulvaney. The Bud Light boycott was considered effective because customers could easily switch to competitors like Coors Light or Miller Lite.
By contrast, shifting away from retailers like Walmart or Amazon presents greater challenges. Schwarz has called for additional "economic blackouts" on March 28 and April 18, aiming to sustain momentum. The boycott has "spread so well because people have just had enough and they're fed up and they're tired," he said.
Experts say the impact of such boycotts extends beyond immediate financial losses. "Boycotts rarely cripple incredibly powerful companies, but they can put them on the defensive," said Cornell University historian Lawrence Glickman, who studies consumer activism.
