With so much political tension and turmoil, it’s no wonder folks are looking to make a bold economic statement when it counts the most. While policies under President Donald Trump’s administration continue to impact our communities, a growing coalition is urging Black America to turn their spending power into a sustained movement through a call to action known as “We Ain’t Buying It!”
Suggested Reading
Led by organizer LaTosha Brown of Black Voters Matter — in addition to over 160 other civic organizations — this movement is backed by millions in an effort to reclaim our power, redirect our funds, and resist this administration by using our dollars to work for our community. And while Black folks have an estimated spending power of over 1.7 trillion, Brown says it’s time we show them what a Black out Friday really looks like.
Here’s everything Black America needs to know about this movement, and how you can participate in the protest beginning on Thanksgiving weekend, carrying through Cyber Monday, and well beyond.
Everything About the Boycott
Brown is making the mission statement behind the movement crystal clear: Black folks are to pause shopping from major companies that are enabling the Trump administration. This action takes aim at Target, for allowing biased attacks on D.E.I.; Home Depot, for working hand in hand with ICE; and Amazon, for funding the Trump administration for the benefit of corporate tax cuts, per We Ain’t Buying It.
“We ain’t buying this foolishness, we’re not buying this racism, we’re not buying this abandonment of D.E.I, 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,” Brown explained.
“We’re not buying from companies that have aligned themselves with racists… and those who are seeking to hurt and harm us,” she added
How You Can Participate
From Thanksgiving weekend through Cyber Monday, Brown gives a breakdown of how we can make our voices heard, and hit them where it hurts.
Thursday: Instead of spending money on anything, Black folks are to spend time with those they love during the Thanksgiving holiday. “We’re gonna spend our greatest capital — which is love — with those that we love,” she urged.
Black Friday: Don’t spend a dime! On Black Friday, folks are to hold off on spending, keep our wallet closed, and stick to the plan. While Black Friday is still a major money grab for corporations, we will not be participating.
Saturday & Sunday: The weekend will be used to visit a small local-owned, Black-owned, women-owned, or immigrant-owned business to grab your gifts and goodies.
Cyber Monday: As Cyber Monday remains one of the biggest tech days of the year, Black folks are to completely opt out of online shopping.
“Remember those tech dudes that were sitting in the White House, around Donald Trump kissing his feet? We gotta send them a message on that day,” Brown said. “This is a moment for us to really flex, use our power, and build our muscle, so we can show collectively, we have power.”
Unity is the Way Forward
Brown hopes this campaign will encourage folks to be more mindful when giving money to corporations and choose to redirect those funds to build Black wealth instead. And as we approach the 70th anniversary of the Montgomery Bus Boycott, she urges Black folks to reflect on that powerful moment of unity, and say “we’re still saying no” in 2025.
“They were aligned, they were disciplined, and they created solutions to provide that need. We’re hoping we can revisit that strategy at this moment,” Brown told The Root. “We need to start thinking of ourselves, as a Black nation within a nation.”
“We have always had to be the ones who had us. I hope in this moment, we totally reclaim and anchor down in models that build community,” the organizer said.
Straight From 
Sign up for our free daily newsletter.