'We're more than just dollar signs, we're people': Milwaukee small businesses support national economic blackout

MILWAUKEE (CBS 58) -- Some consumers are participating in an economic blackout on Friday, Feb. 28, supported by several organizations across the United States.

The movement, which primarily spread across social media, encourages boycotting large retailers and corporations for 24 hours to send a message about consumer power.

The blackout encourages consumers to boycott large corporations like Target, Walmart, and Amazon, and instead patronize small local businesses, especially those in diverse communities.

"Today's the day where we get to show big business and corporations that we're leveraging our collective power by not participating in their systems and disrupting it," said Valeria Cerda, owner of La Revo Books.

Cerda says La Revo is Wisconsin's only Latino-focused pop-up bookstore. Her business is participating in Friday's economic blackout in a unique way.

"We're not selling anything, and we're giving books, stickers, buttons away for free," she explained. "This is something we like to do to show appreciation for our community, to show that we're paying attention."

La Revo set up at Brew-Jas Coffee House, a new Latina-owned small business on Milwaukee's south side.

"Up and down the block here, you're going to see all small businesses, locally owned. Everyone's from the neighborhood, lives in the neighborhood, has a part in the neighborhood," said Brew-Jas owner John Reed.

They want to show that small businesses and consumers do have power.

"We're more than just dollar signs, we're people. Our lives are being impacted," Cerda said. "This boycott is really important because we want to support the people who support us."

Milwaukee organization Voces de la Frontera says the day is meant to show the impact of working-class communities, by boycotting corporations rolling back diversity, equity, and inclusion efforts.

"We're making a stand and showing that big business has no business in our lives and the politics that affect us directly," Cerda explained.

It sends a message of resistance, while having each other's backs.

"Days like today are just putting people on notice that we're here, we matter, and we're not going nowhere," Reed said.

The true economic impact of this national boycott isn't yet clear. Organizations are encouraging the blackout through 11:59 p.m. Friday.

Local business owners said it's a good reminder to support small businesses not just today, but every day.