Home Depot is having problems now, yes, right before the busiest dates in its stores. A nationwide boycott is threatening to hit where it hurts the most, the sales, between November 27 and December 1, right in the Capitalism season (Black Friday and Cyber Monday days).
The campaign against Home Depot is called “We Ain’t Buying It” and accuses the company (along with Amazon and Target, which do not escape) of “undermining democracy”, and it is already mobilizing thousands of consumers and community organizations that plan not to spend a single dollar in these big corporations during those days. Ouch, right where it hurts…!
Tired consumers…
Home Depot has been dragging problems for a long time, fewer visits, problems with purchases and customers who think twice about any renovation because it costs a lot of money, and we cannot forget that inflation is still shaking the country…
In numbers
- Comparable sales rose a timid 1.4% in the second quarter of 2025.
- But physical visits fell 2.6%.
Black Friday decides
The period of time between Thanksgiving and Cyber Monday is gold for any retailer in the United States, so much that the National Retail Federation estimates that the average spending will be around 890 dollars per person and that 63% of consumers plan to shop exactly on that weekend.
So, almost 20% of annual sales are at stake in these days, and if Home Depot loses even a part of that figure it will notice it, and a lot.
“We Ain’t Buying It”, but who are they?
The boycott is driven by Black Voters Matter, Indivisible and Until Freedom, and they want to be heard. They accuse Home Depot of ICE agents detaining workers near its stores. These organizations say that ICE intimidates day laborers and other neighbors who come to these locations to request work. It is strong, right.
What does Home Depot say?
The company has denied it completely, says it does not collaborate with ICE and that it also does not receive prior warnings when these raids are carried out.
But the reality is that it seems they are simply washing their hands, like Pontius Pilate with these statements.
Politics and solidarity above shopping
2025 has especially been a year full of boycotts, Target, Walmart or Amazon have also suffered them, many for the treatment of their workers, others for the same accusations made to Home Depot and many others for their support of the self proclaimed Israel.
And many consumers no longer care only about price, they also care about ethical values, political positions and the decisions of companies. We all like shopping, but we also really like class consciousness.
- 31% of Americans have boycotted a company this year.
- 45% investigate the ethics or values of a brand before buying.
How can all this affect Home Depot?
The timing is not the best, of course, Black Friday and Christmas right there, and they already suffered another boycott in July when the company quietly removed the diversity and inclusion section, oh.
Of course, beyond low sales, this boycott will do much more damage to politically sensitive communities. The media pressure on migration is already on them, and many will continue promoting the boycott so that the situation does not change.
Consumer habits are changing for the entire industry, but if we add to that the political struggle of a large part of the population, it could make national commerce shake.