Sharpton Does Buy In At Costco

Costco has found itself at the center of a growing firestorm after civil rights activist Rev. Al Sharpton organized a “buy-in” at the retailer’s Harlem location to celebrate its commitment to diversity, equity, and inclusion (DEI) policies. The event, featuring over 100 members of Sharpton’s National Action Network (NAN), was intended to show support for Costco after its shareholders overwhelmingly voted to maintain its DEI initiatives. But the move has sparked sharp criticism online, with some Costco shoppers likening Sharpton’s involvement to the infamous Bud Light boycott that sent the beer brand into freefall.

Sharpton, who bought $25 gift cards for each participant in the buy-in, made it clear that the gesture was a show of gratitude for Costco’s stance. “We’re going shopping at Costco because they’ve stood with us. People that stand with us, we will stand with them,” he declared during a speech outside the Harlem store. Sharpton also posted about the event on X, formerly Twitter, framing it as a celebration of the company’s DEI policies.

But Sharpton’s involvement has not gone over well with a significant portion of Costco’s customer base. Critics on social media didn’t hold back, with some describing Sharpton as the “kiss of death” for the retailer. One commenter wrote, “As a lifelong customer, when Rev. Al Sharpton is using you as a Liberal Party tool, I am done with you. Sharpton is the kiss of death.” Others vowed to cancel their Costco memberships, likening the situation to Bud Light’s PR disaster after its partnership with trans activist Dylan Mulvaney alienated core consumers.

One angry customer stated, “I wonder how much they love Al Sharpton now that they’re getting Bud Lighted. I’m canceling my membership auto-renewal this week and won’t be shopping there again.” Another added, “If Al Sharpton shows up, you’re most definitely on the wrong side of history.” Sharpton’s reputation as a polarizing figure, amplified by past controversies, has left many Costco shoppers feeling uneasy about the retailer’s alignment—intentional or not—with his organization.

Costco’s shareholders voted last week to reject a proposal from a conservative activist group challenging the company’s DEI initiatives. Over 98% of shareholders opposed the proposal, signaling strong support for maintaining Costco’s policies. The vote comes as DEI programs face mounting pushback from conservatives and the public alike, with companies like John Deere, Walmart, and Tractor Supply recently scaling back their commitments under pressure from boycotts and criticism.

Retail expert Neil Saunders defended Costco’s approach, arguing that the retailer has seen strong results from its business practices. “Given the positive results over recent years, it is impossible to argue that Costco management doesn’t know what it’s doing,” Saunders told the Daily Mail. He added that, while some customers might dislike the policies, he doubts many would defect because DEI isn’t something that visibly affects shoppers.

However, recent history suggests otherwise. Companies like John Deere have faced fierce backlash for their DEI commitments, with the agricultural giant ultimately scaling back on “socially motivated messaging” and diversity quotas after boycotts from conservative farmers. Even brands like Bud Light learned the hard way that alienating their core consumers can lead to catastrophic financial losses.

Sharpton’s involvement is only adding fuel to the fire, with critics resurfacing his past controversies, such as his organization allegedly receiving $500,000 from Kamala Harris’ presidential campaign just weeks before a glowing MSNBC interview in which he praised her. Sharpton also remains a divisive figure due to his rhetoric and political activities, making his association with Costco a PR gamble at best.

As for Costco, it’s unclear whether the company had prior knowledge of Sharpton’s buy-in or endorsement. While Sharpton’s event was meant to signal gratitude and solidarity, the backlash shows how polarizing figures and political issues can ignite backlash among a company’s customer base. Critics have already begun calling for boycotts, and whether this turns into a full-scale Bud Light-style debacle remains to be seen.

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