Black Friday has existed as both marketing nirvana and the ultimate buyer’s vice for many years now. The holiday tradition has come under fire before for its role in American consumerism and its adverse effects on the brick-and-mortar shopping experience and staff. This year, however, Black Friday faces a potentially serious threat by way of social media-imbued boycott.
BOYCOTT BLACK FRIDAY #NotOneDime #BlackFriday #NoJusticeNoProfit #FergusonDecision pic.twitter.com/e6q8JP4rcZ
— Gerard Guy Davis (@ThatGerardGuy) November 26, 2014
Dude if people actually boycott black friday, that would be sooooooo awesome
— Yung ¥en (@gen_to_the_izzo) November 26, 2014
I can’t even speak on this proposed black Friday boycott. WTF do police practices have to do with Wal-Mart? Focus, people.
— Unheeded Prophetess (@DaughterOfPriam) November 26, 2014
Will someone please educate me as to why there is a boycott of Black Friday and how that relates to ferguson and mike brown? Is it the name?
— Ally (@Ally_Van_Pelt) November 26, 2014
The collective voice of social media—a voice that often catalyzes virality for brands—has rallied behind the hashtag #NotOneDime in response to a grand jury’s wildly unpopular decision to not pursue charges in the shooting death of Ferguson, MO teen Michael Brown. People have taken to Twitter to support, decry, or otherwise discuss a looming boycott of Black Friday, pilfering the #BlackFriday trending topic with images and rhetoric in direct contrast to the festive, urgent tones employed by some brands.
Business owners will you forgo black Friday profits on support #blackfridayblackout
— Impossible Woman (@NiquanNicole) November 26, 2014
My company, @BearBearInc, will NOT be selling stuffed animals this #BlackFriday as a moment of silence for #Ferguson.
— Marissa Louie (@malouie) November 26, 2014
When I see a business closed not just for Thanksgiving, also Wednesday, and Black Friday, I have so much respect for that. #thankyou
— Zach Nell (@Zach_w4it_Nell) November 26, 2014
Whether or not a full-on boycott ensues, marketers should remain cognizant of the volatile nature of social media. This year has shown that whether it’s debate about Uber, critique of comedian Bill Cosby, or protests in support of Michael Brown, marketers are courting customers in a highly charged and passionate space. Users’ passions about a particular issue can quickly spill over and potentially affect brands, so prepare and act accordingly.
