The Yearlong Boycott Saw Target’s Sales Drop Massively Year Over Year as Black Customers Stayed Away
Leaders behind a high profile boycott against Target announced Wednesday that they are ending the yearlong protest that began after the retailer scaled back several diversity, equity, and inclusion efforts.
Pastor Dr. Jamal Bryant, one of the boycott’s most visible organizers, said during a news conference that the campaign has reached its intended conclusion.
“We are effectively today closing this chapter because we have other fights that we’ve got to see and other things that we’ve got to tackle,” Bryant said.
The protest, which began as what Bryant described as a simple “fast from Target,” grew into a nationwide boycott supported by faith leaders and activists across the country. The yearlong boycott saw Target’s sales drop massively year over year as many Black customers stayed away from the retail giant.
Boycott Began After Target Scaled Back DEI Efforts
Target announced in January 2025 that it would scale back some diversity initiatives after President Donald Trump returned to the White House and issued executive orders targeting DEI programs.
Weeks later, Bryant launched a 40 day Lent boycott, arguing the retailer had retreated from commitments it made after the 2020 murder of George Floyd.
The boycott drew inspiration from historic economic protests such as the Montgomery bus boycott and civil rights era campaigns in Birmingham, with organizers encouraging consumers to use their purchasing power to push corporations to maintain commitments to equity and inclusion.
Bryant said organizers chose Target because of its longstanding relationship with Black consumers and the perception that the company had embraced diverse communities.
“The answer to that resoundingly is that Target is the only one we invited to the cookout,” Bryant said. “They are the only Fortune 500 company that has a hood nickname; we called them ‘Tarjay.’ We let them into the house, and so it was not just an abandonment of DEI, but also a betrayal to it.”
Leaders Claim Victory After Economic Commitments
Leaders highlighting the boycott’s success pointed to Target’s pledge to fulfill its 2021 commitment to invest $2 billion in Black owned businesses, more than doubling the number of Black owned brands available on store shelves.
Bryant said the company has already committed about 97 percent of that investment, with the remaining balance expected to be completed by Easter.
The boycott also called on Target to deposit $250 million in Black owned banks, open ten retail training centers at Historically Black Colleges and Universities, and reverse the company’s decision to scale back DEI programs. According to Bryant, the banking deposit remains unresolved.
Target, however, said the investment represents the completion of an existing commitment rather than a concession tied to the boycott.
In a statement, the retailer said it remains focused on serving communities nationwide.
“Target is more committed than ever to creating growth and opportunity for all,” the company said, noting that it operates in more than 2,000 communities across the country.
Target Sees Opportunity for Reset Under New Leadership
The conclusion of the boycott comes as Target attempts to move forward under its new chief executive officer, Michael Fiddelke, who has met with boycott leaders in recent months.
The company has also unveiled strategies aimed at winning back customers who participated in the boycott, including shifting away from being an “everything store” and focusing more heavily on everyday family needs.
Analysts say the protest likely contributed to the retailer’s struggles but was not the company’s only challenge.
Neil Saunders, managing director at GlobalData, said the boycott “has been unhelpful to Target” and may have had some impact on sales but was not the retailer’s core issue.
“Target’s sales were slumping long before the DEI situation,” Saunders said, noting that most shoppers generally do not participate in boycotts even when they support the cause.
Saunders added that Fiddelke appears willing to listen to different stakeholders, calling that a positive sign for the company’s future.
Activists Push to Continue Pressure on Target
Despite Bryant declaring the boycott over, several activists say the protest should continue.
Nekima Levy Armstrong, founder of the Racial Justice Network, criticized the decision to call off the boycott without policy changes from the retailer.
“How can you call off a boycott focused on diversity, equity, and inclusion and have no results to show for it?” Armstrong said. “That is a slap in the face for the people.”
During Wednesday’s news conference, former Ohio state senator Nina Turner also criticized Target, accusing the company of “bending to bigotry” after scaling back programs that supported Black products and minority owned businesses.
Turner said she and activist Tamika Mallory joined Bryant early in the campaign, forming what they referred to as the “Mothership Three” behind the boycott.
Mallory said Target has yet to publicly acknowledge the harm she believes the company caused by rolling back its diversity programs.
“When will you state to our community the harm that you have caused and welcome us back that you will accept it and do better?” Mallory said. “To date, that has not happened.”
Economic Power Behind the Boycott
Organizers also pointed to the broader influence of Black consumers in the U.S. economy.
Black Americans wield roughly $2 trillion in buying power, according to consumer market estimates.
“Our dollars have influence and we have choices,” Mallory said.
While Bryant says the boycott campaign he helped organize has now concluded, other activists say the broader movement to hold corporations accountable is far from finished.
“The question now is not about Target,” Mallory said. “It’s really about us; what’s next, who’s next, and what do we intend to do?”
