It’s the busiest shopping season of the year – and a time when many are trying to figure out where to ethically spend their money.

Over the first year of Trump’s second term, companies and institutions have fallen in line with the administration’s anti-DEI and anti-immigration policies. As a result, people are supporting economic boycotts to show their discontent with the businesses capitulating to the president.

Over the Black Friday weekend, the groups behind the No Kings protests – the largest days of mass protest in recent memory – put their weight behind a campaign called We Ain’t Buying It, calling on people to not shop at Target, Home Depot and Amazon during the marquee week of holiday deals.

More than 220 organizations joined We Ain’t Buying It, the coalition said. The campaign reached millions of Americans, driving more than 40,000 to take a pledge to be a conscious consumer. Signs also point to people spending their money at smaller companies instead. Little Blue Cart, a directory of progressive small businesses, saw record-breaking traffic during the campaign period, the coalition said.

Just as an editing point, you really started two consecutive grafs with “over the”?