A wave of consumer resistance has emerged, with a planned economic blackout aimed at major retailers like Amazon, Target, and Whole Foods. Despite some advocates believing this boycott could be effective, initial reports indicate it may have had little impact on corporate profits. The movement has gained traction, particularly against companies perceived to be rolling back their DEI initiatives. Activists across several states participated in this nationwide boycott, urging consumers to avoid shopping at these big retailers. As data emerges from this economic blackout event, questions arise about the effectiveness of such boycotts in driving real change.