Black communities are now targeting Dollar General stores as part of its most recent boycott attempt—but with a twist.
Newsweek reached out to Dollar General for comment.
Why It Matters
Reverend Jamal Bryant, pastor of New Birth Missionary Baptist Church in Atlanta, initially led a Target boycott during the Lenten season coined “Target Fast” in response to the company’s elimination of diversity, equity and inclusion (DEI) principles and lack of investment in Black-owned banks, businesses and education. That boycott remains ongoing while other companies, such as Dollar General, are entering their economic crosshairs.
What To Know
The newest movement is not in person but rather an electronic boycott of Dollar General that will include overwhelming the company’s email account and phone lines, in addition to a social media campaign. It’s what supporters describe as “a mass technological campaign,” according to USA TODAY.
“Target is canceled since they have betrayed and walked away from our community, and we’ve gone on from there,” Bryant told USA TODAY. “We’re done with Target, and then our next focus will be around Dollar General.”
Newsweek reached out to Bryant for comment.
Scott Olson/Getty Images
Like Target, Bryant said that Dollar General has “walked away from DEI and have said absolutely nothing.”
“Like other corporations, Dollar General has bowed to pressure from the Trump administration and rolled back their diversity, equity and inclusion initiatives,” he said. “Dollar General also needs to be held accountable for failing to invest in the very Black and low-income communities that make up the backbone of their customer base.
“This isn’t just a corporate retreat. It’s a betrayal of the people they profit from.”
The reason for an electronic boycott in this instance is due to “food deserts” where fruits and vegetables are scarce, while some communities may have individuals—notably those in rural areas—with financial shortcomings, he added.
Dollar General was founded in 1939. As of April 2025, they had more than 195,000 employees at more than 20,500 stores across 48 states, in addition to 34 distribution centers.
In fiscal year 2024, the company made approximately $40.6 billion in sales and was ranked No. 111 on the Fortune 500 list. Their website states that the company has donated over $250 million, in addition to providing over 50 million meals to Feeding America and partner food banks.
What People Are Saying
Steve Deckard, Dollar General’s executive vice president of store operations and development, when the company opened its 20,000th store in February: “We believe each store provides a positive impact in our hometowns through convenient access to affordable essentials, career growth opportunities for employees, and the ability for local nonprofits, schools and libraries to advance through Dollar General Literacy Foundation grants.”
What Happens Next
Bryant said the Dollar General electronic boycott has officially begun.
He and others hope it has a similar effect to the public perception of Tesla protests, in that a brand can be tarnished by those who don’t necessarily invest in certain products or companies. As he said, “We’ve found there’s more than one way to skin a cat.”
