A call on social media asking Americans not to buy anything today, February 28, has gained traction

A growing call on social media is urging Americans to refrain from buying anything on Friday, February 28, as part of an emerging national boycott movement. Spearheaded by the grassroots organization The People’s Union USA, the 24‐hour “economic blackout” is intended to send a powerful message against corporate policies and government actions that many say have left everyday Americans struggling.

The boycott comes amid a backdrop of corporate and governmental controversies. The group, founded by John Schwarz (also known as “J”), launched its campaign on social media after decrying recent rollbacks of diversity, equity, and inclusion initiatives at major companies such as Target. The protest also coincides with broader demonstrations against proposed reductions in the federal workforce and mass firings at government agencies.

In an impassioned video posted on Instagram, the organization stated, “For decades, they have told us that we are powerless, we have no control, and that this system is unshakable,” John said. “But we, the people, are the system, we are the ones who build, buy and make this country run.” The message resonates with a broad call for systemic change rather than targeting any single individual. “We are NOT a political party, we are a movement for ALL people, regardless of race, gender, religion, or political affiliation,” the group declared on its website, emphasizing that the movement is not about any one political figure but about challenging the entire system. “Our goal is to unite Americans against the corruption and greed that has kept us struggling for decades.”

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During the blackout, which begins at midnight on February 28 and lasts for 24 hours, participants are asked to avoid all non-essential purchases. This includes everything from gas and fast food to in-store and online shopping at major retailers and banks. However, the organizers advise that if a purchase is unavoidable, consumers should support local and small businesses instead. Essential items — such as medicine, food, and emergency supplies — remain exempt from the boycott.

The campaign has already captured the attention of several celebrities. Comedian and actor John Leguizamo rallied his more than one million Instagram followers with a spirited message of empowerment, while actress Bette Midler urged consumers to “freeze your spending” and turn to local businesses if they must shop.

Robert Reich, Berkeley professor and former Secretary of Labor, shared the message on X, encouraging his 1.4 million followers to join the economic boycott. The movement’s message has even spread internationally, with Canadian businesses and citizens voicing their support for the economic stand.

This initiative is just the first in what the group promises will be a series of boycotts designed to force systemic change. Upcoming actions include a week-long boycott in March targeting major retailers like Amazon, Whole Foods, and companies linked to Nestlé, as well as another nationwide blackout scheduled for March 28.

While the long-term impact on retail sales and company profits remains uncertain, the growing traction on social media underscores a rising sentiment among many Americans to assert their economic power. Whether this day of economic resistance will translate into measurable change, only time will tell, but for now, the movement is making its voice heard loud and clear.