The globe’s largest retailer finds itself again at the center of attention as The People’s Union USA resumes its Walmart campaign with a nationwide boycott May 20-26. It is the third significant action against the retailing behemoth in 2025, following April’s week-long protest and February’s “economic blackout.” While Walmart grapples with tariff-induced prices and reversals of DEI policies, the boycott sparks serious issues with corporate accountability and consumer influence in the face of growing economic activism.
People’s Union USA: Blueprint for economic resistance
Under activist John Schwarz, The People’s Union USA has adjusted its strategy since its February 28 debut. From a 24-hour consumer boycott that started with it, the movement has evolved into staggered, sector-by-sector boycotts of corporations accused of “exploiting workers and hoarding profits.” The group’s playbook combines social media mobilization (Schwarz has 409,000 Instagram followers) with strategic timing—piggybacking the May boycott over Memorial Day sales to maximize financial impact.
Their objectives are multifaceted:
- Wage reforms: Backing away from accusations that Walmart’s average $17.50 hourly wage rate is lagging behind inflation
- Pricing transparency: Slamming recent price increases tied to tariffs uncovered by CEO Doug McMillon
- DEI reinstatement: Revoking November 2024 moves repealing diversity initiatives
The coalition’s escalation plan is on track—following April’s boycott reducing traffic by 12% at city locations, the latest move targets Walmart pharmacies, gas pumps, and InHome delivery service.
Why Walmart? Anatomy of a target
Three crises colliding expose Walmart to risk:
1. Tariff turmoil: The company’s May 2025 warning that it was preparing for looming price hikes because of Trump’s 50% EU tariffs gave its critics more new gas. As 25% of Walmart’s international suppliers are in Europe, analysts estimate a $6-8 billion higher cost per year—presumably prices to be passed along to consumers.
2. DEI backlash: Walmart’s November 2024 decision to drop DEI-targeted hiring benchmarks alienated liberal shoppers. The policy change, hailed by conservative commentators such as Robby Starbuck, opened an ideological fault line the boycott seeks to capitalize on.
3. Urban store closures: April 2023 closure of four Chicago locations, amidst $100 million racial equity investments, drained community goodwill. Protesters underscored the disparate effect of the closures on low-mobility communities that depend on nearby Walmarts for prescriptions and groceries.
Consumer impact: Will shelves stay stocked?
For consumers, the near-term concern is availability. History indicates regional disruptions, not nationwide shortages:
- Labor dynamics: Walmart employs 1.6 million U.S. employees. Even 10% strike participation can influence restocking in pro-union states.
- Supply chain pressures: EU import tariffs (taking effect June 1) can slow specialty goods imports such as French cheeses and German appliances.
- Pharmaceutical access: 4,300 Walmart stores are subject to boycott pressure, but 90% of prescriptions are maintenance drugs in 30-day supplies.
Most importantly, Walmart’s size has cushions. During the April boycott, it shunted stock from suburban to urban locations, while holding 94% in inventories. CEO McMillon stressed “no immediate plans to restrict purchase quantities,” although this might be altered when there is panic buying.
The bottom line: Will it work?
Economic historians record mixed success for consumer boycotts:
- Short-term: Target’s 2023 DEI boycott cost it 7% in sales but rebounded after months
- Long-term: Bud Light’s 2024 “anti-woke” boycott deleted $27 billion of market value
For Walmart, the stakes are higher. With $648 billion in 2024 revenue, even a 1% sales drop equals $6.48 billion—more than the GDP of small nations. However, the retailer’s core demographic (budget-conscious families) may prioritize affordability over activism. As Schwarz concedes, “We’re fighting the paradox of necessity—when people need Walmart to protest Walmart”.
The real test comes in cumulative pressure. The People’s Union USA threatens intensifying action to July 4 with “longer, larger boycotts.” As 63% of Americans are living paycheck-to-paycheck, Walmart’s reaction to both price and principle will show if it survived this storm or experiences a perfect crisis of consumer confidence.
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