NEW YORK (AP) — A grassroots movement is urging American citizens to refrain from spending any money this Friday as a form of “economic resistance.” The campaign, led by the group’s founder, aims to highlight what they perceive as the harmful influence of billionaires, large corporations, and the major political parties on the lives of everyday workers in the U.S.

Known as the People’s Union USA, this initiative has branded the 24-hour spending freeze as an “economic blackout,” a phrase that has gained traction and sparked discussions across social media platforms. The activist organization is also planning to launch weeklong boycotts against specific companies, including Walmart and Amazon.

In addition to this movement, other activists, faith leaders, and community members are coordinating boycotts against businesses that have reduced their diversity, equity, and inclusion (DEI) efforts, as well as opposing President Trump’s attempts to eliminate federal DEI programs. Step-by-step, some faith leaders are encouraging their followers to boycott Target, a company recently criticized for scaling back its DEI initiatives, during the upcoming 40 days of Lent beginning Wednesday.

Below are further details on these events and insights from experts regarding the potential effectiveness of consumers abstaining from spending as a means to influence corporate positions.

What is the ’24-Hour Economic Blackout’?

The People’s Union USA, founded by John Schwarz, a meditation instructor residing near Chicago, is at the forefront of the no-spend day initiative, according to his social media profiles.

The organization proclaims that it operates independently of any political party, focusing instead on advocacy for the general populace. Inquiries sent to the group’s email for comments this week went unanswered.

The planned blackout will occur from 12 a.m. EST to 11:59 p.m. EST on Friday. The group has called on citizens to refrain from purchases—both in stores and online—with a particular emphasis on avoiding large chains and retailers. Participants are encouraged not to buy fast food or refuel at gas stations and to consider supporting local small businesses if absolute necessities arise, preferably using cash rather than credit or debit cards.

The People’s Union also has plans for another extensive economic blackout on March 28, alongside organized boycotts targeting specific retailers like Walmart and Amazon, along with global food companies such as Nestle and General Mills. For the boycott against Amazon, participants are urged not to purchase items from Whole Foods, a subsidiary of the e-commerce giant.

What Other Boycotts Are in the Pipeline?

Several additional boycotts are being organized, with a significant focus on Target. This retailer, which previously supported initiatives promoting diversity and inclusion for Black and LGBTQ+ communities, announced in January that it would scale back its DEI programs.

A labor advocacy organization called We Are Somebody, spearheaded by Nina Turner, initiated a boycott of Target on February 1 to coincide with Black History Month.

Additionally, Reverend Jamal Bryant from the Atlanta area has created a website, targetfast.org, to recruit Christians for a 40-day boycott of Target beginning March 5, Ash Wednesday, marking the start of Lent. This protest has garnered support from various faith leaders.

Reverend Al Sharpton, the founder and president of the National Action Network (a civil rights organization), announced in late January that his group would identify two companies for boycott within the next 90 days due to their abandonment of DEI commitments, forming a special commission to select targets for action.

“Donald Trump can undermine federal DEI initiatives, but he cannot dictate where we choose to shop,” Sharpton expressed in a statement on the National Action Network’s website.

What Will Be the Impact of These Events?

Experts believe that some retailers may feel a minor impact from Friday’s economic blackout, particularly given the challenging economic landscape. Concerns over inflation and Trump’s threats regarding tariffs on imports have already affected consumer sentiment.

Marshal Cohen, chief retail advisor at market research firm Circana, commented, “The market share is limited; businesses cannot afford to shrink their slices. Consumers are allocating more funds for food, leading to additional pressure on general merchandise and non-essential products.”

However, Cohen believes that the overall ramifications may be minimal, with any noticeable sales decreases likely surfacing in liberal coastal areas and urban centers.

According to Anna Tuchman, a marketing professor at the Kellogg School of Management at Northwestern University, while the economic blackout may affect daily retail sales, lasting changes are improbable. “This provides an opportunity for consumers to express their voices for a single day,” she explained. “I doubt we will see sustained long-term effects on economic activity stemming from this boycott.”

Past boycotts have yielded varying results. For example, Target experienced decreased sales during the spring and summer of 2023, which the company attributed partly to backlash over a product line honoring LGBTQ+ communities for Pride Month. Consequently, Target opted not to carry Pride merchandise in all stores the following year.

Tuchman’s analysis of a boycott against Goya Foods in summer 2020 revealed a temporary sales increase due to first-time buyers from predominantly Republican areas, but this uptick faded within three weeks.

In contrast, Bud Light, a brand that once dominated the beer market in America, saw its sales take a sharp downturn in 2023 after releasing a commemorative can for a transgender influencer. According to the alcohol consulting firm Bump Williams, the brand has yet to recover fully from this decline.

Tuchman attributes this prolonged impact to the competition, noting that consumers in Bud Light’s primary demographic had alternatives available.

Afya Evans, a political and image consultant in Atlanta, plans to participate in the no-spend day by prioritizing shopping at small and Black-owned businesses. She believes that this boycott could genuinely influence sales. “This is a broader initiative,” she asserted. “We want to gauge the impact and encourage widespread participation.”

___

AP Business Writer Dee-Ann Durbin in Detroit contributed to this report.