If you’ve been following the massive consumer boycott against Target, you might be getting mixed signals this week. According to Metro Atlanta Pastor Jamal Bryant, the nationwide boycott has officially concluded. However, the Minneapolis-based grassroots organizers who actually launched the movement say the economic blackout is still very much alive, and they are urging consumers to keep shopping elsewhere.
Here is a breakdown of where things currently stand, the origins of the ban, and why there is a major split in leadership over whether to declare victory.
The Origin of the Boycott
The controversy started early last year. In February 2025, grassroots leaders in Minneapolis, including Nekima Levy Armstrong, Monique Cullars-Doty, and Jaylani Hussein, launched a national boycott against the retail giant. The protest was a direct response to Target rolling back its DEI initiatives.
The retailer’s decision to scale back DEI programs came amid intense political pressure and executive orders following the inauguration of the new presidential administration. For many organizers, this was a massive betrayal. Target had previously made big promises to the Black community in the wake of George Floyd’s 2020 murder in Minneapolis, including a massive $2 billion investment pledge to support Black-owned businesses.
Adding fuel to the fire, Armstrong noted that Target reportedly donated $1 million to the recent presidential inauguration committee and allowed ICE agents to use their parking lots as staging areas during “Operation Metro Surge.”
Pastor Jamal Bryant Declares “Victory”
Fast forward to this week: Pastor Jamal Bryant, alongside activists Tamika Mallory and Nina Turner, held a press conference in Washington D.C. to announce the conclusion of the boycott. Bryant, who led a 40-day “Target Fast” that began in March 2025, claimed that the movement had achieved its goals by demonstrating the massive economic influence of marginalized communities.
To support his declaration of victory, Bryant pointed to the economic reality of the situation and the formidable force of Black consumers, who hold an estimated $2 trillion in annual spending power. He emphasized that this collective financial influence has yielded tangible results.
Following the pressure of the boycott, Target has now fulfilled 97% of its $2 billion commitment to Black-owned businesses. Bryant noted that the remainder of this massive financial pledge is expected to be completed by Easter.
“We are claiming victory, and I believe that our generation needs to see victory,” Bryant stated. He added, “It was done because Black people and brown people and conscientious people had a made-up mind that we can make a difference and we can make an impact.”
Target also released a statement saying they are “pleased to be moving forward” and remain committed to creating growth and opportunity for all.
The Founders Push Back: The Boycott Continues
Despite Bryant’s announcement, the boycott’s founders are furious. In an open letter to Target’s new CEO, Michael Fiddelke, Nekima Levy Armstrong and her co-founders made it unmistakably clear that the boycott is not over.
Armstrong criticized Target for elevating “outside voices” like Bryant to manufacture the appearance of consensus while bypassing the local leaders who initiated the movement. She pointed out that Target still hasn’t met the core demand: fully reversing the DEI rollbacks.
“How can you call off a boycott focused on diversity, equity, and inclusion and have no results to show for it?” Armstrong argued. She also called out local media outlets, such as the Star Tribune, for publishing false headlines claiming the boycott had ended without consulting the actual founders.
The Financial Toll on Target
There is no denying that the boycott has severely impacted Target’s bottom line over the past year.
The economic pressure from the movement yielded concrete results. As consumers deliberately withheld their dollars, the company experienced multiple months of declining foot traffic and sluggish sales.
This financial strain took a massive toll on the retail giant, with Target seeing its market valuation plummet by an estimated $12 billion during the height of the protests. Ultimately, this mounting pressure became a major factor in a leadership shakeup, leading to the departure of former CEO Brian Cornell, who stepped down and was subsequently replaced by Michael Fiddelke.
So, is the ban lifted?
For Pastor Bryant and his supporters, the campaign has successfully concluded with billions secured for Black-owned businesses.
But for Armstrong, Hussein, Cullars-Doty, and the grassroots organizers in Minneapolis, the economic blackout remains in full effect. Until Target officially restores its DEI programs, they are promising to keep their wallets closed and continue shopping elsewhere.
