The holidays are here, which means shopping is underway. Now more than ever, Black consumers are being urged to do their gift-giving with intention.

With soaring prices, the latest rollbacks on DEI commitments, and so much more on the line, shoppers are giving a second thought to supporting giant retailers ahead of the season.

What is We Ain’t Buying It?

Starting on Black Friday, a new nationwide campaign, We Ain’t Buying It, launched with a call to action: put a pause on spending with corporations like Amazon, Target and Home Depot throughout the holiday season.

“Real corporate accountability happens when the holidays are over, and the cameras stop rolling,” LaTosha Brown, Black Voters Matter co-founder, told Blavity in a recent interview.

“For our communities, it looks like structural change, backed by measurable action and long-term commitment. In my view, that includes transparent political alignment, equitable business practices, economic reinvestment, actively listening to your consumer base and consistent DEI practices,” she continued.

Black shoppers hold the power

It’s no surprise that Black and brown consumers hold enormous economic power.

According to a study by McKinsey & Company, Black consumer spending power is projected to reach $1.7 trillion by 2030 — a substantial increase from $910 billion in 2019.

With We Ain’t Buying It, the campaign aims to reframe what collective spending and withholding can achieve in the fight for both democracy and equity.

“This economic pressure campaign demonstrated that people have power. We choose how and where we spend our money, and that signals to corporations that economic power is political power,” said Brown. “That we will no longer tolerate them profiting off our communities while staying silent on threats to democracy. This campaign reframes consumer action as a strategic tool for accountability, signaling that our dollars can drive change, demand justice and help shape a more equitable future.”

Why have so many DEI practices diminished?

Following the murder of George Floyd in 2020, retail giants including Target, PayPal, Amazon, Bank of America and countless others pledged significant financial commitments and new initiatives to diversity, equity and inclusion (DEI), as well as racial justice. At the time, hundreds of billions were collectively invested into closing the wealth gap for Black and brown communities.

Five years later, thanks to an executive order from President Donald Trump to “end radical and wasteful government DEI programs and preferences,” many of those practices have seen significant declines or have outright vanished.

“My grandmother used to say, ‘You can tell who a person is — by who their friends are.’ I think the same is true for corporations. Look at who they align themselves with. Are they actively working to support or cause harm to their consumer base? We know that Target, Home Depot and Amazon are actively working to cause harm, particularly in Black and brown communities,” said Brown.

“And these three corporations aren’t the only ones doing it, so we do have to pay attention to what’s going on. We understand that everyday folks don’t have time to follow the onslaught of harmful policies from this administration, so we are encouraging folks to get connected to organizations that are, so they can stay informed and take action. This campaign brought together more than 220 different organizations representing millions of people across the country to send this very clear message that We Ain’t Buying It.”

She added, “What I’ve learned over many years of doing this work is that you have to meet people where they are. The Montgomery Bus Boycott was so successful because they galvanized the power of the people using the tools they had at that time. We live in a digital age, so we’ve taken that blueprint and applied it using the technology of today.

“We used every tool and platform at our disposal to reach people across generations, across race and gender lines, and across socioeconomic lines by showing people that they have power. Our digital content for We Ain’t Buying It garnered over 40 million views, while the campaign generated more than 1,600 stories across print, online and broadcast media combined. With over 40,000 people taking the pledge, we consider this a win in organizing a digital generation.”

How to align holiday shopping with your values

With the countdown to Christmas dwindling by the day, and stores trying to lure shoppers in with deals on gifts for everyone, Brown left us with some practical ways to approach your shopping this season — and beyond.

“The first step that consumers can take during the holiday season is to be conscious of their spending. Being a conscious consumer means that you are mindful to circulate your hard-earned dollars within your community with businesses that support the local economy and the principles of fairness and justice,” she concluded. “We’re urging people to redirect their dollars and shop at Black-, women- and minority-owned businesses this year.”