February 28 Economic Boycott: What A One-Day Spending Freeze Means For Retailers

Americans are pledging to halt discretionary spending for 24 hours on Feb. 28 in protest of major retailers scaling back diversity, equity, and inclusion initiatives in response to President Donald Trump’s policies. 

The nationwide economic blackout, organized by The People’s Union USA, targets companies like Amazon AMZN, Walmart WMT, and Best Buy BBY, urging participants to hold off spending in stores and online.

The boycott comes as a reaction to Trump’s perceived war on DEI. His executive orders have cut federal DEI programs and threaten to freeze funds for non-compliant companies, leading to the closure of PBS’s DEI office and prompting corporations to dissolve their own initiatives. “If we disrupt the economy for just ONE day, it sends a powerful message,” The People’s Union USA said on its website.

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While the immediate financial impact of a single-day boycott may be minimal, experts suggest that the real significance is in the message and potential for long-term behavioral shifts among consumers. 

Kevin Thompson, CEO of 9i Capital Group, told Newsweek, “If it evolves beyond a symbolic protest, it could create further disruptions, affecting not just these companies but the broader retail sector.”

The February 28 blackout is part of a growing trend of consumer activism, with boycotts gaining traction as a means to influence corporate policies. In recent years, conservative-led campaigns have pressured companies like Anheuser-Busch InBev BUD  and Target TGT to rein in their DEI efforts, which points to the power of organized consumer action.

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However, the current political climate has left corporations in a precarious position, facing criticism from both sides of the aisle. David Primo, a professor at the University of Rochester, attributes the dilemma to years of “haphazard policymaking” by companies on contentious issues. “Companies need to figure out what they will take positions on, what they won’t take positions on, and then stand firm,” he told USA Today.

The People’s Union USA, led by John Schwarz, aims to unite people beyond their differences and create a powerful voice for change. Schwarz told USA Today that he plans to expand the movement with monthly boycotts targeting the “biggest offenders within the system.” 

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The impact from the February 28 economic blackout may be minimal, but its message is clear—consumers are increasingly willing to use their purchasing power to influence corporate policies and demand change.

The success of the boycott could set the stage for future consumer-driven movements, challenging companies to align themselves in an increasingly polarized landscape.

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