24-Hour Economic Blackout: Can a One-Day Boycott Create Change?

A grassroots organization is urging Americans to refrain from spending any money for 24 hours on Friday in what they call an “economic blackout.” The protest, led by The People’s Union USA, is meant to serve as an act of economic resistance against billionaires, major corporations, and the influence of both political parties, which the group claims are negatively impacting the lives of working people. The event has gained attention on social media, where people are debating its potential impact, while the organization also plans more extended boycotts targeting specific companies.

The People’s Union USA, founded by meditation teacher John Schwarz, is behind the movement. The group, which describes itself as politically independent and representing all people, has not responded to requests for comment. According to its website, the planned blackout will begin at midnight EST and continue for 24 hours, encouraging people to avoid making purchases both online and in stores. The movement especially urges participants to avoid major retailers, fast food chains, and gas stations. If emergencies require a purchase, the organization advises people to shop at small businesses and use cash instead of credit or debit cards.

The protest is not limited to a single day. The group is planning another economic blackout on March 28 and has also organized specific boycotts against companies like Walmart and Amazon, as well as global food giants Nestlé and General Mills. As part of its Amazon boycott, the organization is encouraging people to avoid shopping at Whole Foods, which is owned by Amazon.

Meanwhile, other activist groups and faith-based leaders are organizing boycotts of their own, targeting companies that have scaled back diversity, equity, and inclusion (DEI) initiatives. This comes as President Donald Trump moves to eliminate all federal DEI programs and policies. Among the companies under fire is Target, which had previously supported diversity and inclusion efforts but announced in January that it would be scaling back those initiatives. This decision has prompted a backlash from various groups.

A labor advocacy group called We Are Somebody, led by activist Nina Turner, launched a boycott of Target on February 1, coinciding with the start of Black History Month. Additionally, Atlanta-area pastor Rev. Jamal Bryant has launched a website, targetfast.org, to recruit Christians for a 40-day Target boycott beginning March 5, which marks Ash Wednesday. Other faith leaders have joined the movement as well. Civil rights leader Rev. Al Sharpton has also entered the conversation, announcing in late January that his organization, the National Action Network, will identify two companies within the next 90 days to be boycotted for abandoning DEI commitments. He emphasized that while Trump may have the power to cut federal DEI programs, he cannot control where people choose to spend their money.

While these economic protests have gained traction, experts are divided on whether they will have any lasting impact. Some believe retailers may feel a small financial pinch from Friday’s blackout, especially given the current economic climate. Inflation concerns and Trump’s threat to impose tariffs on imported goods have already affected consumer sentiment. Marshal Cohen, chief retail advisor at market research firm Circana, pointed out that with consumers spending more on essentials like food, there is increased pressure on discretionary retailers. However, he believes any impact from the blackout will likely be limited, primarily affecting liberal-leaning coastal areas and big cities.

Marketing professor Anna Tuchman from Northwestern University’s Kellogg School of Management agrees that the blackout could lead to a temporary dip in daily retail sales but does not expect it to have long-term effects. She noted that while it may be a powerful statement for one day, maintaining sustained economic resistance is difficult.

The effectiveness of consumer boycotts has varied in the past. Target saw a decline in sales in the spring and summer of 2023, partially due to backlash over its LGBTQ+ Pride Month collection. In response, the company scaled back its Pride merchandise the following year. Other boycotts, however, have had mixed results. In 2020, Goya Foods faced a boycott after its CEO praised Trump, but the brand saw a temporary surge in sales as conservative shoppers rallied behind it. Research found that sales increased for three weeks but eventually returned to normal. Bud Light, on the other hand, faced a significant sales decline in 2023 after sending a commemorative can to a transgender influencer. Unlike Goya, Bud Light’s losses were sustained, as its core customer base found alternative beer brands to purchase instead.

For some consumers, Friday’s economic blackout presents an opportunity to make a statement. Political and image consultant Afya Evans from Atlanta said she plans to participate but will focus on supporting small businesses and Black-owned brands. She noted that while she is aware of other boycotts, she finds this one particularly interesting because it aims to measure collective consumer power. Evans believes that if enough people participate, the impact could be significant, providing insight into how consumer behavior can shape corporate decisions moving forward.