A wave of social media posts is gaining traction, encouraging people to abstain from shopping at major retailers for 24 hours this Friday, as a form of protest highlighting consumer power in the economy.
The idea for this “economic blackout” has been orchestrated by John Schwarz, a well-known influencer and meditation teacher based in Chicago who is active as “theonecalledjai” on platforms like Instagram and TikTok. Schwarz also leads a grassroots organization, the People’s Union USA, and in a series of videos earlier this month, he urged followers to participate in a boycott.
In a video uploaded on February 4, Schwarz passionately stated, “The economy isn’t just for the rich. It’s ours — we are the people who keep the country running every single day. Yet, instead of benefiting us, the system exploits us: Corporations reap huge profits from our labor while keeping wages stagnant, banks make billions through inflation and unfair practices, and politicians accept bribes disguised as donations while neglecting our concerns. They’ve taken so much from us, convincing us to be grateful for scraps — but now, we’re putting an end to that.”
Rapidly spreading across social media, the boycott has garnered substantial support from influencers and celebrities. It officially kicks off at the stroke of midnight on Friday and runs through until the following midnight.
Participants are encouraged to avoid buying fast food, gasoline, or products from large retailers like Amazon, Walmart, and Best Buy. Instead, the People’s Union USA suggests purchasing essentials like food, medicine, and emergency supplies from small, local businesses. Additionally, they recommend using cash instead of credit or debit cards wherever possible.
In the same video from February 4, Schwarz declared, “On February 28th, we will show them where the real power lies. For just one day, we’ll switch it off. For a single day, we’ll shut it down. We’ll remind them that this country doesn’t belong to the elite — it belongs to the people.”
This movement coincides with a growing pessimism among consumers about the economy. Recent data from the University of Michigan and The Conference Board — both of which track consumer sentiment — revealed a significant decline in confidence this month. The index from The Conference Board released on February 25 showed the biggest drop since August 2021.
Despite significant strides in curbing inflation — enough that the Federal Reserve Open Market Committee has lowered interest rates thrice since September — the prices of essentials like rent and groceries remain high. Notably, egg prices have soared due to an avian flu problem.
The Conference Board’s report highlights that many consumers pointed to persistent inflation. However, they also cited policies from the Trump Administration, like trade and tariffs, as significant factors.
Schwarz admitted in a video from February 22 that the blackout might not dramatically affect the economy. “There are 340 million people in America, and many will still shop,” he acknowledged. “But if millions of us don’t, it still represents a significant act of resistance.”
In the follow-up video, Schwarz expressed hopes for extending the movement by organizing week-long boycotts of different companies through July 4. “That’s when they’ll really feel the financial impact of our stand,” he stated. “Everything is being planned thoughtfully and strategically, my friends. Trust me, changes will happen. Our voices will resonate.”
