The holiday season, often seen as a time of joy and generosity, has taken on a decidedly different tone in December 2025. Across the United States, a wave of economic protests and boycotts has swept through communities, targeting not only the world’s largest retailers but also challenging longstanding traditions of holiday spending and even church giving. Spurred by grassroots organizations and fueled by frustration over corporate practices and political policies, these December boycotts are reshaping the way Americans think about their holiday dollars—and who truly benefits from them.
At the forefront of this movement is The People’s Union USA, a group that has made headlines for its bold stance against what it calls the commercialization and weaponization of the holiday spirit. According to their statement, “'Holiday spirit' has been weaponized into pressure, guilt, and overspending. Families go into debt to fulfill expectations created by companies that do not care about their lives, their wages, or their future.” This sentiment has resonated with many who feel overwhelmed by the relentless push to spend during the holidays, often at the expense of personal financial well-being.
The list of companies facing boycotts this December reads like a who’s who of American retail giants. Amazon, Walmart, and Target have all been placed on what The People’s Union calls its list of "permanent boycotts," reflecting ongoing concerns about predatory pricing, workforce exploitation, and the displacement of local communities. But the movement has expanded beyond these familiar names. Home Depot, Spotify, Marriott Hotels, and Avelo Airlines have also come under fire, primarily for their alleged connections to U.S. Immigration and Customs Enforcement (ICE) and related policies.
John Schwarz, the Chicago-based founder of The People’s Union, explained the rationale for these additions. Home Depot, for instance, was targeted after reports surfaced about ICE activity in connection with its stores—a claim the company denies, stating to Newsweek that it is not notified of immigration enforcement activities and that employees are not involved in such operations. Spotify has drawn criticism for including ICE recruitment ads in its playlists, sparking the “Spotify Unwrapped” protest, which encourages users to share alternative graphics to voice their disapproval. The Working Families Party, 50501 movement, and Indivisible have all joined calls for subscribers to drop Spotify in response. Spotify, for its part, maintains that its advertisements are part of a broader government campaign and do not violate company policies, noting that users can adjust their ad preferences in the app.
Marriott Hotels found itself in the spotlight after a Sheraton property in Alexandria, Louisiana, was used to house ICE detainees earlier this year—despite a 2019 pledge not to allow its hotels to serve as immigrant detention centers. According to The Guardian, Marriott initially declined to comment but later clarified, “Our hotels provide public accommodation and event space, but are not designed or intended to serve as detention centers. Acceptance of business does not indicate support or endorsement of any group or individual. The property you have reached out about is operated by a third party, not Marriott International.” Meanwhile, Avelo Airlines has entered into a long-term contract with ICE, providing deportation flights since the beginning of 2025.
The timing of these boycotts is no accident. December is traditionally the busiest shopping month of the year, with billions of dollars changing hands as Americans buy gifts and prepare for holiday celebrations. Yet, organizers are urging a dramatic shift in consumer behavior. Instead of flocking to big-box stores and online giants, The People’s Union and other groups are encouraging people to shop locally and support small, family-owned businesses. “Every dollar we keep in our town strengthens our town,” the group wrote, emphasizing the importance of building resilient local economies in the face of corporate consolidation.
This sentiment is echoed in California, where a campaign called “We Spend Where We Get Respect” has gained traction. Organized by the group We Are California, the campaign specifically encourages consumers to redirect their spending to businesses owned by Black, brown, and Indigenous people. As reported by Capital & Main, this state-level initiative is part of a broader national movement, “We Ain’t Buying It,” which called for a boycott of Amazon, Home Depot, and Target from Thanksgiving through Cyber Monday. The California campaign, however, extends through the end of December and provides a directory of local businesses for consumers seeking alternatives to major retailers.
These efforts are not without precedent. As Capital & Main notes, similar antiracist boycotts were organized during the Jim Crow era, when Black consumers refused service from discriminatory retailers. More recently, the Black-led boycott of Target—ongoing since March 2025—has had a tangible impact. The campaign began after Target was accused of reneging on its commitments to diversity, equity, and inclusion (DEI) initiatives, leading to a significant decline in the company’s sales and profits and ultimately prompting the CEO to step down. While Target has since tried to reaffirm its core diversity values in public statements, it has yet to fully restore its DEI policies, which is why the boycott continues.
For many, these economic protests are as much about making a statement as they are about shifting spending habits. Organizers argue that by withholding their dollars from companies they believe are complicit in harmful policies or practices, consumers can exert real pressure for change. “The customer is always right,” the old adage goes, but in this context, it carries new moral weight. As the article in Capital & Main points out, the Montgomery bus boycott of December 1955—launched by Black residents of Montgomery, Alabama—eventually forced the city to abandon strict segregation policies on public transit. That boycott lasted a year, but its impact was felt far beyond the buses of Montgomery, serving as a powerful example of the potential for collective action.
This December, the call for change extends beyond shopping. The People’s Union is also urging a pause on some church contributions, citing concerns over tax-exempt status for religious institutions while ordinary people continue to shoulder financial burdens. “Until the people are no longer financially punished while institutions sit exempt, we pause contributions. Let them feel what we feel. Let them stand with the people. When we stop paying into systems that do not pay into us, change happens,” the group wrote, highlighting a growing frustration with systems perceived as inequitable.
While these boycotts have sparked debate and, at times, controversy, they reflect a broader reckoning with the power of the consumer dollar—and the values it represents. Whether these efforts will lead to lasting change remains to be seen, but for now, they are sending a clear message: this holiday season, where and how Americans spend their money matters more than ever.
