Holiday Season Boycotts Target Firms Associated with Trump Policies
During the 2025 holiday season, economic boycotts intensified with shoppers targeting companies perceived to support former President Trump's anti-diversity, equity, and inclusion (anti-DEI), and anti-immigration stances during his anticipated second term.
The No Kings coalition spearheaded a campaign called We Ain't Buying It, involving over 220 organizations and gaining commitments from more than 40,000 individuals to be conscious consumers. Major retailers including Target, Home Depot, and Amazon were primary targets of these protests. Notably, on Black Friday, a protest took place outside a Home Depot store in Pasadena, California on August 6, 2025.
Small businesses benefited as consumers turned towards progressive alternatives; Little Blue Cart, a directory of progressive small businesses, reported record traffic during this period.
Boycotts continued or began against companies like Spotify over its recruitment ads linked to ICE (Immigration and Customs Enforcement), with Disney reversing a prior decision following significant backlash. Activist campaigns also targeted Tesla due to policies associated with Elon Musk, while Starbucks workers engaged in strikes over delayed union contract negotiations.
The climate of intensified immigrant enforcement, including ICE crackdowns, was credited with store closures or reduced hours, motivating both boycotts and spending focused on reforms. Corporate responses varied: Costco sued the Trump administration over tariffs, Target acknowledged the impact of boycotts, and Amazon, which had donated to Trump’s inaugural committee and had Jeff Bezos attend the inauguration, was under scrutiny.
Campaign organizers urged consumers to adopt ethical spending practices such as shopping small and local, reusing and thrifting items, and buying from immigrant-owned businesses to support communities through the season.
