A social media and grassroots-driven movement is urging U.S. consumers to avoid shopping or spending any money with major retailers on Friday as an act of economic protest.
The People's Union USA, which is taking credit for promoting Friday’s initiative, is urging consumers to abstain from making any in-store or online purchases, including retail, fuel or fast food for 24 hours.
The initiative is also discouraging people from using credit or debit cards for non-essential spending. And if making a purchase on Friday is necessary for personal health or safety reasons, consumers are encouraged to do so at small, local businesses.
"This is about solidarity and sending a clear message: we have the power," the group said.
The group — which describes itself as a non-partisan movement focused on economic resistance, government accountability and corporate reform — is gaining media attention and the blackout is circulating on social media.
Survey data, however, indicates a potentially tepid response to the effort. Numerator found just 16% of U.S. consumers plan to participate Friday, though 37% are aware of the protest, according to a survey of over 1,300 consumers.
To avoid spending Friday, nearly half of participants said they made purchases ahead of the blackout, the survey found.
There is a precedent for consumers augmenting their purchase decisions in response to brands. Nearly two-thirds of consumers have stopped making purchases with a brand or retailer after disagreeing with their policies, values or business practices, Numerator found. An additional 25% have considered doing so.
The People's Union plans to expand the effort and is urging U.S. consumers to avoid making Amazon, Prime or Whole Foods purchases from March 7 through March 14. From April 7 through April 13, the organization wants people to abstain from spending their money at Walmart.
