Ten days after the 24-hour consumer blackout called by The People’s Union USA, all eyes are on retail giants Target and Amazon. While the boycott increased public awareness of diversity, equity and inclusion rollbacks, the numbers aren’t telling us much. That said, we might be missing the bigger picture, especially when it comes to what this all means for small businesses.
While in-person traffic to Target’s physical stores and time spent on its mobile app saw measurable decreases during the one-day consumer blackout, they weren’t substantial enough to make a permanent dent. It’s also worth noting that Target has lost something north of $12 billion, according to its statements. That tracks with a considerable brand reputation nosedive since 2023 before it cut its DEI programs. That the company has downgraded its sales forecast to remain flat through 2026 is not nothing. There’s good reason to believe that their next earnings report covering the current climate and at the center of the latest 40-day boycott organized by Black faith leaders – will paint a substantially less ambiguous picture. With Black consumers having $2 trillion in buying power, this boycott could be the lightning rod that sparks a much wider movement.
The 24-Hour Consumer Blackout Was Neither A One-Off Nor A Hail Mary
Feb. 28 was neither a one-off nor a Hail Mary. It was a capacity-building exercise. It gave supporters a taste of being a part of what organizing feels like and how to support local and independent businesses. Furthermore, it allowed boycott organizers to capture a growing base of consumers who feel increasingly frustrated that corporate America is abandoning them and their values. It bolstered faith leaders and unions’ power to harness this energy into targeted and more sustained boycotts that have a formidable history of forcing demands through organized economic activity.
We tend to understand that history in terms of what people didn’t do, or (more accurately) refused to do. Where they refused to spend their money or activities they refused to take part in. Therefore, any reasonable small business might extrapolate a sort of warning. No doubt, the trials of Target loom large for smaller enterprises trying to weather this minefield moment in American history.
Boycotts Are A Redirection – A Reallocation of Spending Power.
Here’s the thing: Boycotts are not strictly a matter of withholding business. Rather, they’re a redirection – a reallocation of spending power. Most people know Rosa Parks and her role in the Montgomery Bus Boycott that ended with the U.S. Supreme Court ruling that segregation on public buses is unconstitutional. What helped sustain the boycott for so long? Small businesses. Many Black-owned taxi companies stepped in to provide rides at the cost of bus fare, allowing Black residents to maintain the boycott.
“When we talk about making America great — you can’t do that without small business.” – Aurora James, founder of The Fifteen Percent Pledge.
There is power in numbers and networks. There are 33 million small businesses in the U.S. that employ over 61 million Americans, according to the Small Business Administration. And 82% of consumers say they prefer to spend their money on brands and businesses that align with their values.
How Small Business Can Lean In And Be Viable Alternatives.
Small businesses have a huge opportunity to seize this moment and lean hard into their values and commitments to creating more space for different voices, thoughts, and ideas —creating a stronger, richer quilt that’s more multifaceted, said James. That is the heart of DEI.
For example, small businesses can join “The Fifteen Percent Pledge,” a commitment to reserve 15% of shelf space for Black-owned businesses.
Small businesses in areas where there are large government layoffs can consider offering discounts to those who are unemployed. In Washington, DC mobile mechanic groups like Roda are offering 30% off services for affected federal employees.
Small businesses can also play an instrumental role in building important networks. Some local coffee shops in DC, Maryland, and Virginia are offering free coffee to those impacted by layoffs and a designated spot and time to meet up for weekly networking.
This is also a time to get creative with specialized product lines that show your solidarity in these tumultuous times. For example, before Trump’s inauguration, Penzeys Spices, a company located in over 20 states with over 200 employees, created a specialty pack of Resist! Seasoning. The company sent a box of the Resist! Seasoning packets to customers to share with neighbors. They also did a promotion in honor of the victims of January 6th where for every purchase of the specialty seasoning, Penzey’s would donate a box where they “think it will do good.”
The operative question is not how small businesses can survive this shifting landscape – it’s whether they will seize the opportunity it presents. Our present moment, however fraught, needn’t be a matter of dodging punches. It can be a case of getting back to basics. Like supply and demand.
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