By Megan Sayles
AFRO Staff Writer
[email protected]
As Juneteenth approaches, Black consumers are increasingly split on whether to support major retailers like Walmart and Target— companies that have faced growing scrutiny for scaling back their diversity, inclusion and equity efforts.
Amid calls for store boycotts from leaders such as Rev. Dr. Jamal Bryant, of Georgia’s New Birth Missionary Baptist Church, some shoppers are choosing to withhold their support entirely, while others say affordability and access leave them with few alternatives.
Debbie Jones, a resident of Baltimore’s Irvington neighborhood, said she didn’t approve of Walmart or Target pushing products for Juneteenth. She also said people should be avoiding the stores and, instead, supporting Black businesses.
“I don’t think anyone should be going to any of those stores because it’s not right what they’re doing,” said Jones, speaking on Walmart’s decision to still sell Juneteenth items while rolling back inclusion and diversity efforts.
“They’re not for the Black folks,” she said.
This year, Walmart is quietly offering a limited assortment of themed merchandise online to mark the holiday commemorating Black liberation. Target has yet to roll out anything for 2025. Both retailers have faced backlash in previous years for selling Juneteenth-themed products that many deemed stereotypical or culturally insensitive. Walmart, for example, was criticized for releasing a Juneteenth-themed ice cream flavor under its Great Value brand in 2022.
Both retailers have also made public promises to support the Black community— pledges that, in recent months, they’ve scaled back through cuts to diversity programs, partnerships and internal initiatives.
The AFRO reached out to Target and Walmart for comment on their plans for Juneteenth. Brian Harper-Tibaldo, a Target spokesperson, said the company’s headquarters would be closed in observance of the holiday, but provided no further details.
Aside from the limited selection of Juneteenth items on the retailer’s online marketplace, a spokesperson for Walmart said stores and supply chain facilities will receive “starter kits” to celebrate the holiday. The kits include information on the background of the holiday and items to put on events for employees.
“They’re able to use that as a platform that they can then build off of to put together a meaningful celebration or moment where they can pull together their teams of associates,” said James Carter, spokesperson for Walmart. “It’s really about celebrating the community.”
Some consumers say they don’t buy the act.
Faisal Konde, 31, believes any activism or good-faith efforts by the companies are largely performative, but he knows many consumers feel limited by their financial resources.
While the construction worker is in favor of spending his Black dollars in the Black community, he also recognizes that big retailers offer more affordable prices than some of their counterparts.
“Economics come into play. It’s cheaper to go to Walmart— I get it,” said Konde. “I wouldn’t expect people to go and spend money that they don’t have.”
Still, he says Black dollars need to stay in the Black community.
“Why can’t the Black community spend their money where they’re wanted?” quipped Konde. “If we do that, we may find situations for African Americans and Africans improve.”
