Walmart is encountering calls for a boycott from supporters of Donald Trump following a full-page newspaper ad funded by heiress Christy Walton, which encouraged Americans to participate in civic life and attend town halls.
The “No Kings Day” advertisement, published in The New York Times, did not explicitly name President Trump. However, its message—which highlighted honoring allied commitments, standing up to dictators, and respecting trade partners—was widely seen as a rebuke of Trump’s “America First” platform and foreign policy decisions.
In a statement to Newsweek, a representative for the retail giant clarified its position, stating, “The advertisements from Christy Walton are in no way connected to or endorsed by Walmart. She does not serve on the board or play any role in decision making at Walmart.”
Why It Matters
This is not the first time Walmart has faced such pressure; it was one of several major corporations, including Amazon, Nestlé, and General Mills, targeted by the “economic blackout” movement earlier this year.
The current backlash threatens to alienate MAGA-affiliated shoppers, potentially harming sales at a time when the retailer is already navigating criticism from various other groups.
What To Know
The ad sponsored by the Walmart heiress concluded by declaring, “The honor, dignity and integrity of our country is not for sale. Show up, attend your town halls, be civil,” and specified that the opinions were Christy Walton’s alone.
It also contained pointed statements widely interpreted as critiques of the Trump administration, such as: “WE honor our commitments and stand by our allies,” “WE defend against aggression by dictators,” and “WE respect our neighbors and trading partners.”
“We are the people of the United States of America,” the ad proclaimed, adding, “The honor, dignity, and integrity of our country are not for sale.”
This new ad campaign has ignited a wave of anger among Trump’s followers, with some actively promoting a boycott of the retail chain.
Kari Lake, a prominent Trump ally and senior adviser for the U.S. Agency for Global Media, amplified the message by posting a picture of the ad on X (formerly Twitter) with the simple question, “Do you shop at Walmart?”
The “No Kings Day” event is set for June 14, a date that coincides with Trump’s birthday, Flag Day, and the 250th anniversary of the U.S. Army. The president has scheduled a military parade on the National Mall in Washington, D.C., for the occasion.
Ezra Levin, a co-founder of the organizing group Indivisible, explained to Newsweek that the protest’s intent is to affirm that the United States “has no kings.”
Walton, whose net worth is estimated at$19.3 billion, became part of the Walmart family through her marriage to John Walton, son of founder Sam Walton. John Walton passed away in 2005.
“The backlash is strictly political as some see this as an affront to their own personally held beliefs,” Kevin Thompson, CEO of 9i Capital Group, commented to Newsweek. “However, the statements in question fall under constitutionally protected rights—namely, freedom of speech and the ability to engage in civil discourse.”
Walmart, which imports approximately 40 percent of its goods, has previously cautioned that tariffs imposed by Trump would result in higher consumer prices. Trump dismissed these concerns, stating the company “should STOP trying to blame Tariffs as the reason for raising prices throughout the chain.”
“Between Walmart and China they should, as is said, ‘Eat the Tariffs,’ and not charge valued customers ANYTHING,” the president posted on Truth Social. “I’ll be watching, and so will your customers!!!”
What People Are Saying
On the social media platform X, Florida Republican Representative Anna Paulina Luna wrote: “Looks like the Walmart dynasty is big mad about China Tariffs.”
Ezra Levin of Indivisible offered a sharp critique of the president’s plans, telling Newsweek, “[Trump] is planning to roll tanks through the streets of D.C. in celebration of his birthday, and that’s the kind of thing you normally wouldn’t see in a constitutional republic, certainly not America. It’s something you’d see in North Korea or other authoritarian regimes.”
Alex Beene, a financial literacy instructor at the University of Tennessee at Martin, told Newsweek, “2025 could go down as a record year for boycotts from both sides of the political aisle. This one has supporters of the president upset because ads sponsored are seen as taking shots against the new administration and its agenda. At the same point, as with all these boycotts, their traction may or may not be that sizable.”
Kevin Thompson of 9i Capital Group suggested the long-term effects would be negligible. “In practical terms, this controversy is unlikely to have any lasting impact on Walmart,” he told Newsweek. “As a dominant low-cost provider, Walmart remains the most affordable option for millions of consumers, which continues to drive loyalty and foot traffic.”
What Happens Next
The ultimate effect of the boycott calls against Walmart is expected to be minimal, primarily because a large segment of American consumers depends on the retailer for its comparatively low prices.
“At the end of the day, millions of Americans rely on big box retailers for many everyday items, either because it’s the cheapest option in their town or potentially even the only one for certain goods,” Beene noted. “In other words, your mileage may vary on who will actually boycott depending on location and support for the president.”