A growing coalition of grassroots organizers and online creators is calling for a coordinated Black Friday–to–Cyber Monday boycott of several major retailers.
The movement is gaining attention thanks partly to a viral video from singer and commentator Dara Starr Tucker.
In a post shared to Instagram, Tucker blasted Target, Home Depot and Amazon, urging her followers to “shop small” during the busiest retail stretch of the year. Tucker’s message is part rallying cry, part indictment of corporate culture under the Trump administration. Many others on social media seem to share in her frustration and support the movement.
“They miscalculated,” Tucker says of Target’s DEI rollback
Target is at the center of the movement. The retailer, once regarded as a fan favorite among Black shoppers, rolled back key diversity, equity and inclusion programs earlier this year after the Trump administration issued a directive warning companies against supporting DEI initiatives.
Target’s retreat triggered a backlash that Tucker says has been building for months.
“Black shoppers and a lot of other folks… stopped shopping at Target,” she said in her video. “They are cutting 1,000 employees, their CEO just resigned, and their shares are down by 35%. And we love to see it.”
For Tucker, the message Target sent was unmistakable: loyalty was expendable, and the company folded under political pressure.
“They miscalculated,” she said. “And they’re trying to fix it in every way but the one that matters — standing up to the Trump regime and reinstating their DEI initiatives.”
A boycott with three corporate targets
The “We Ain’t Buying It” boycott — now backed by several grassroots groups — targets three major companies:
- Target, for reversing DEI programs.
- Home Depot, for allegedly collaborating with the Trump administration to detain undocumented workers on store property.
- Amazon, Tucker said, “for all the reasons,” referencing long-standing criticism of the company’s labor practices, wages and anti-union tactics.
Organizers say the action is timed with precision: Black Friday, Nov. 28, through Cyber Monday, Dec. 1 — the four days when major retailers generate some of their highest annual earnings.
“Shop small” becomes the rallying cry
Tucker explained that boycotts only work if shoppers redirect their spending intentionally, not simply abstain. She encouraged followers to flood her comments with small businesses they plan to support instead.
She also spotlighted one business in particular: OMG, I Love Your Earrings, a handmade jewelry shop owned by her sister, Ray.
“She handcrafts earrings that match her customers’ unique style,” Tucker said. “I would love it if you supported her.”
Her message quickly turned communal: “Let me know what small businesses you’re supporting this holiday season… instead of lining the pockets of ultra rich CEOs.”
A movement rooted in long-standing tensions
Boycotts led by Black consumers have shaped U.S. economic and political history for more than a century, from civil rights–era transportation boycotts to recent protests against companies that pull back on racial equity commitments.
Tucker’s messaging taps into newer anxieties about corporate accountability in a sharply polarized political climate — and a belief that economic pressure remains one of the most potent tools consumers have.
Whether the boycott will dent Big Retail remains to be seen
Large retailers still dominate holiday shopping, and previous attempts to coordinate national boycotts have yielded mixed results. But Tucker’s video — with its mix of humor, outrage and actionable steps — is giving the movement momentum at the exact moment companies can least afford public backlash.
“We all paid for Bezos’ wedding and we didn’t even get an invite,” she joked. “How rude.”
Whether shoppers follow through from Nov. 28 to Dec. 1 could send a signal corporate America will have to contend with.
