From small shops to retail giants, no business has escaped the ripple effects of the U.S.-China trade war. Walmart, serving 255 million customers weekly, has felt that pressure acutely. In late May and early June, its attempt to adjust prices drew sharp public rebuke from President Trump, who insisted the company should “EAT THE TARIFFS.”
CEO Doug McMillon responded with a careful pricing strategy, absorbing some costs internally and protecting key essentials like food. But that approach hasn’t shielded Walmart from growing public frustration.
Now, a boycott is gaining traction, targeting what critics see as corporate maneuvering at consumers’ expense. Here’s how the backlash began, and why it’s turning into a serious movement.
A Boycott Sweeps the Nation
The Walmart boycott has reached every corner of the country, uniting shoppers in cities and small towns alike. From Alabama to California, trending hashtags signal a growing wave of discontent.
The People’s Union USA, the group behind the protest, has turned scattered frustration into a nationwide movement. With digital organizing and community outreach, they’ve mobilized thousands. It’s no longer just a complaint, it’s a campaign with reach and momentum. This level of coordination signals a serious disruption ahead, and Walmart is starting to feel the heat.
Walmart’s Image Under the Microscope
Once hailed as a symbol of American retail dominance, Walmart is now at the center of growing public scrutiny. The same scale that brought convenience to millions has sparked criticism over low wages, store closures, and market saturation.
This boycott is more than a response to tariffs; it’s a culmination of years of simmering tension. For many, Walmart’s market dominance has come at too high a cost. And now, long-standing frustrations are boiling over into direct consumer action, setting the stage for deeper public pressure.
So, Who’s People’s Union USA Really?
Launched in February this year, The People’s Union USA is leading a new wave of consumer activism. Led by Chicago organizer John Schwarz, the group’s mission is simple: use buying power as leverage against corporate practices they see as exploitative. Their strategy? “Economic blackouts”, coordinated boycotts of major companies.
After successful protests targeting Amazon, Nestlé, and General Mills, their sights turned to Walmart. What began as a grassroots campaign is quickly becoming one of the most organized economic resistance movements in recent memory, ready to challenge even the biggest retail players.
Another Boycott Hits Walmart’s Bottom Line
From May 20 to 26, Walmart is once again in the crosshairs. This marks the second nationwide boycott in just two months, organized by The People’s Union USA. Protesters are avoiding all Walmart and Sam’s Club locations, including online shopping and in-house brands like Great Value. Their concerns? Rising prices, weak labor protections, and alleged corporate greed.
Protest leaders argue Walmart could’ve absorbed tariff costs instead of passing them on to shoppers. With back-to-back boycotts, the protest is gaining momentum and prompting Walmart’s leadership to take notice.
Rural America Joins the Fight—With Limits
In towns where Walmart is often the only game in town, participation in the boycott is complicated. Places like Piedmont, Missouri, where store closures in 2017 left lasting scars, know firsthand how much sway the retailer holds. In states like Alabama, where Walmart serves as a critical shopping hub, turnout varies.
Some stores are seeing a drop in foot traffic, while others remain steady. For many rural shoppers, the ethical call to boycott clashes with the reality of few alternatives, making this protest uniquely complex on the ground.
Walmart Pushes Back as Pressure Mounts
Walmart’s response? Defend its record. The company has pointed to its $1.7 billion in charitable giving and its role as one of the largest taxpayers in the country. But inside the company, tensions are rising. Shareholders are raising concerns over Walmart scaling back its diversity, equity, and inclusion (DEI) programs.
A major investment group representing $266 billion called the DEI cuts “disheartening.” Between consumer unrest and internal dissent, Walmart now faces a full-spectrum PR challenge, one it can’t afford to ignore.
Amazon Gains Ground as Walmart Wobbles
As Walmart deals with boycotts and internal unrest, Amazon has seized the moment, reporting higher quarterly sales for the first time. This milestone underscores how online-first strategies are winning the retail war. With diversified income from cloud services and ads, Amazon is weathering market shifts more easily.
Meanwhile, Walmart’s traditional model, already under strain from tariffs, is being tested like never before. The timing couldn’t be worse for Walmart, and Amazon’s rise just adds another layer of competitive pressure.
Consumers Now Expect More Than Low Prices
The days of shoppers simply hunting for bargains are fading fast. Today’s consumers want retailers to reflect their values, whether on wages, sustainability, or diversity. This boycott isn’t just about prices; it’s about principle. DEI policies, ethical sourcing, and labor standards are all part of what customers now weigh when choosing where to spend.
For Walmart, this shift is seismic. A changing public mood means the company can no longer rely on low prices alone. This evolving dynamic is reshaping the entire retail landscape.
What’s Next: A Summer of Showdowns
The Walmart boycott may be winding down, but The People’s Union USA is just getting started. Next up: Target from June 3–9, McDonald’s from June 24–30, and a massive “Independence Day Blackout” on July 4.
While past boycotts have seen mixed results, the movement’s coordination and reach are growing. Corporations are being forced to ask: how much risk comes from ignoring these campaigns? For Walmart and others, the challenge isn’t just surviving a week of protest—it’s learning how to navigate a new era of consumer-led accountability.
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