As the holiday season kicks into high gear, LaTosha Brown, co-founder of Black Voters Matter, is urging Black consumers to rethink their spending habits. Inspired by the 70th anniversary of the Montgomery Bus Boycott, Brown has launched the “We Ain’t Buying It” campaign, calling for a Black Friday blackout to protest retailers whose policies harm the Black community.
Turning Protest into Power
Brown aims to leverage the collective economic power of Black consumers, turning their wallets into tools for change. The campaign targets major retail giants like Target, Amazon, and Home Depot, urging people to refrain from making purchases from Thanksgiving through Cyber Monday. Instead, the focus is on redirecting spending to small, local businesses that affirm Black humanity, especially on Small Business Saturday.
“Look Black folks, if they want to call it Black Friday, let’s show them what a Black Friday really looks like,” Brown stated, emphasizing the significance of this shopping weekend, which accounts for 20-40% of retail sales. The movement seeks to send a clear message to corporations that profit from Black culture but fail to support Black communities.
Why These Retailers? The ‘We Ain’t Buying It’ Rationale
The “We Ain’t Buying It” campaign specifically calls out Target for allegedly caving to “biased attacks on DEI” (Diversity, Equity, and Inclusion). Home Depot is targeted for allegedly colluding with ICE to detain individuals on their properties. Amazon faces criticism for funding political actions aimed at securing corporate tax cuts.
Brown articulated the sentiment behind the boycott: “We’re not 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.”
How to Participate
- Full Blackout: Refrain from purchasing from Target, Amazon, or Home Depot from Thanksgiving through Cyber Monday. Focus on spending time with loved ones instead.
- Redirect Spending: Support small, local businesses, or those that affirm Black humanity, especially on Small Business Saturday.
- Join the Movement: Pledge to be a conscious consumer and amplify the message.
- Amplify: Spread the word through conversations and online platforms.
Continuing a Legacy of Economic Action
The “We Ain’t Buying It” movement draws a direct line to the Montgomery Bus Boycott, a pivotal moment in the Civil Rights Movement where collective economic action led to significant change. Coincidentally, Cyber Monday, December 1st, marks the 70th anniversary of the boycott’s end. Brown emphasizes that the fight for freedom and justice is ongoing and evolving, calling on a new generation to carry the torch.
Will you be participating in the “We Ain’t Buying It” Black Friday blackout? How do you plan to redirect your spending this holiday season? Share your thoughts in the comments below!