*Activist LaTosha Brown has launched a bold economic protest timed to coincide with the year’s most lucrative shopping period. The “We Ain’t Buying It” campaign encourages Black consumers to withhold their spending at select major retailers between Thanksgiving and Cyber Monday, transforming the holiday weekend into a powerful statement about corporate responsibility, Bossip reports.
Inspired by the Montgomery Bus Boycott’s 70th anniversary, Brown, co-founder of Black Voters Matter, envisions the initiative as a way to “turn protest into power and our wallets into weapons for change.” By targeting the critical shopping window when retailers generate substantial annual revenue, the movement aims to demonstrate the economic influence of Black purchasing decisions.
Brown specifically calls out three corporations: Target, Amazon, and Home Depot. The campaign website weaintbuyingit.com explains that the initiative “is taking direct aim at Target for caving to this administration’s biased attacks on DEI; Home Depot, for allowing and colluding with ICE to kidnap our neighbors on their properties; and Amazon, for funding this administration to secure their own corporate tax cuts.”
Speaking with NewsOne, Brown emphasized the weekend’s financial significance: “20 to 40% of retail sales happen on one weekend that starts with Black Friday. Look, Black folks, if they want to call it Black Friday, let’s show them what a Black Friday really looks like.”
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The campaign title reflects both literal action and broader rejection. “We ain’t buying this foolishness. We’re not buying this racism. We’re not buying the abandonment of DEI. We’re not buying that the wealthiest country in the world cannot take care of its own citizens, but can take money to build golden dining rooms. We’re not buying from companies that won’t stand with us,” Brown stated.
Participants are asked to skip purchases from the three targeted retailers during the blackout, redirect spending to Black-owned and supportive businesses, practice mindful consumption, and amplify the message across social media platforms.
The movement “urges African Americans to use economic pressure to demand respect from companies that profit from our culture but abandon our communities.”
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