‘We Ain’t Buying It’ is a nationwide economic pressure campaign taking action against corporations that have colluded with this administration. Companies like Amazon, Target and Home Depot have caved to Donald Trump’s bigoted and anti-democratic attacks on our communities and our values. From cravenly abandoning their commitments to diversity, equity and inclusion (DEI) to enabling the terrorizing of our communities, corporate collaboration must stop.  The ‘We Ain’t Buying It’ campaign brings together a collective of progressive groups and individuals that have successfully demonstrated over the past few months the power people have to push corporations to stand up for what’s right — and notably, the backlash to inaction.

Ahead of the holiday shopping season, “We Ain’t Buying It” urges all consumers to avoid shopping at Target, Amazon and Home Depot until these major retailers cease collaborating with and enabling this administration’s harmful policies. We will invest our collective dollars in Black-, minority-, and immigrant-owned businesses, small and local shops and retailers that have stood firm for the rights and freedom of the American people.

“From the day he stepped foot into office, Donald Trump has done everything he can to tear apart the fabric of our communities and strip us of our power and the necessary tools to help us resist his fascist agenda. Instead of fighting back and supporting the very people who put money in their pockets, corporations and retailers have bowed at Trump’s feet. But we ain’t buying it,” said LaTosha Brown, Co-Founder of Black Voters Matter. “We ain’t buying that the wealthiest country in the world will punish the poor during the holiday season by withholding SNAP benefits. We ain’t buying that families can be torn apart and people kidnapped off the streets by masked ICE agents. We ain’t buying that DEI and racial justice commitments can be tossed aside at the whims of political convenience. And we ain’t buying that corporations are powerless in all of this.”

The campaign was launched ahead of the holiday shopping season, which typically starts on the Friday after Thanksgiving. As two of the biggest shopping days of the year, Black Friday and Cyber Monday sales are expected to reach $80 billion, and U.S. online sales are expected to hit $253.4 billion between Nov. 1 and Dec. 31, 2025.

The groups are calling on consumers to make clear to retailers that communities, not corporations, hold the power. Together, we’ll take part in the economic action and solidarity campaign by pausing our shopping at retailers that are backpedaling on DEI commitments, standing silently by or aiding Trump’s decimation of our democracy. The campaign joins a chorus of progressive organizations channeling collective consumer power to stand up for freedom and civil rights.

“These corporations can’t keep cashing in on working people and pretending their hands are tied,” said Tamika Mallory, Co-Founder of Until Freedom. “They get billions in tax breaks while their executives pocket record paychecks and bonuses, but when it’s time to stand up against fascism and racism, they go silent. We see it, and we ain’t buying it.”

“All year, companies like Target, Amazon and Home Depot have quietly collaborated with Trump to entrench his power and to do his bidding. We won’t stand for it,” said Leah Greenberg, Co-Executive Director of Indivisible. “This week, we’ll send a clear message: stop complying with this lawless, vicious, bigoted agenda. Stand up for American democracy, civil rights and our communities. Our dollars will go to people who share our values..”

“People are being told to tighten their belts while corporations post record profits. We’re saying enough,” said Glo Sahay, National Coordinator at 50501. “‘We Ain’t Buying It’ isn’t about guilt, it’s about power. When we pause our spending together, we expose just how dependent these systems are on our everyday choices.” 

“Working people are the backbone of our economy, and if corporations like Home Depot, Target and Amazon are going to collude with the administration and enable its attacks on our communities, then we’ll spend our dollars elsewhere. It’s really that simple,” said Nelini Stamp, Director of Strategy at Working Families Party. “The ‘We Ain’t Buying It’ campaign is about putting our money where our values are, and not enriching the billionaires who are doing us harm.”

In the face of rising authoritarianism, fascism and Trump’s anti-American agenda, fear has been weaponized to make people feel powerless. The truth is, we have power as consumers, citizens and voters. This holiday shopping season, consumers are closing their wallets to make change.

The campaign urges consumers to use their collective purchasing power to demand corporate responsibility and ensure DEI practices are protected and implemented.

How To Take Action

1. Full Black Out: Don’t buy anything from major stores capitulating to this administration’s policies during the week of Nov 28 – Dec 1. Use the time and money to connect with those you love and rediscover what matters.
2. Redirect Spending: Skip the companies undermining democracy. Shop small, local, or with businesses affirming our humanity.
3. Take the Pledge: Pledge to be a conscious consumer.
4. Amplify: Spread the word. Share the message in conversation and online.

Source: Black Voters Matter