Mindful Marketing: Insights from the February 28 Economic Blackout

Although February feels like a distant memory, the economic blackout on February 28, 2025, and its significance are still worth discussing.

The day-long boycott aimed to protest spending at companies that had scaled back their diversity, equity, inclusion, and accessibility (DEIA) initiatives after the administration cut government positions and grants related to these values. It also addressed concerns over corporate greed and the increasing power of large conglomerates. The blackout encouraged us to prioritize spending at local businesses and reflect on where our money goes. We’re prompted to ask ourselves, “Do the companies we support align with the values we care about?”

It’s no secret that marketers thrive on data, and the world around us is driven by numbers. With that in mind, let’s take a closer look at some key stats to see if the blackout truly had an impact.

The following data was sourced from USA Today, which gathered insights from Similarweb, a digital marketing intelligence firm, and Placer.ai, a tool that estimates in-store visits nationwide.

Target saw a 1% drop in web traffic, falling to 4.7 million from 4.8 million the previous Friday. App traffic decreased by 10.9%, dropping to 3.5 million users from 3.9 million. Additionally, in-store traffic was down 10.7% compared to the average of the last five Fridays.

Walmart experienced a 6.5% decline in web traffic, dropping to 11.2 million from 11.9 million the previous week. App usage fell by 2.5%, down to 13.6 million from 13.9 million. In-store foot traffic also decreased by 2.5% compared to the average of the past five Fridays.

Amazon saw a 4.6% drop in web traffic, with visits falling from 69.1 million to 65.9 million week-over-week. App usage also declined by 1.7%, dropping from 52.2 million to 51.4 million.

Starbucks experienced a 1.8% increase compared to the average of the last five Fridays.

Costco, known for its positive stance on DEIA, saw an 8.3% boost in web traffic, increasing from 2.7 million to 2.9 million week-over-week. However, app traffic fell by 6.9%, dropping from 1.4 million to 1.3 million.

While the data doesn’t show a large impact, it does highlight a shift in how people are making their purchases. It’s a sign of hope and change, proving that even small steps can lead to larger, meaningful impacts. As consumers, we have the opportunity to be thoughtful and conscious about where we spend our money, and making sure it goes to companies that reflect our values.

As marketers, we can pay closer attention to how consumers are becoming more mindful of their spending. This shift emphasizes that it's not just about selling products—it’s about aligning with the values that matter most to our audience. We should listen to what consumers care about and adjust our strategies to reflect those values. By creating authentic connections through meaningful messaging, we can build trust, strengthen loyalty, and make a real impact. At this point in time, we have a chance to show that we understand what’s important to consumers and that we’re committed to making a difference together.