How to Hurt Your Business: Have Rev. Al Sharpton Show Up, As Costco May Be About to Find Out the Hard Way

Costco is trying to swim against the current lately. As Trump tells the divisive and counterproductive Diversity, Equity and Inclusion movement to take a hike and get out of the federal government, and while major companies including Walmart, Meta, Boeing, Ford, John Deere, and more have also eliminated or scaled back their DEI programs under pressure from activists like Robby Starbuck, retail giant Costco is standing firm and refusing to let go of the controversial ideology. 

It’s a mistake that may just cost them, just as similar woke moves thrashed Target and Bud Light in recent years.

And they now have an ally in the “fight,” but he’s one many people won't like (with very, very good reason). Lo and behold, the Rev. Al Sharpton showed up at a Harlem location Sunday with a bunch of his cohorts:

The controversial civil right activist led 100 members of his National Action Network through the Harlem Costco to spend their money in a show of gratitude for the decision.

'Leading a buy-in with 100+ @NationalAction members at the @Costco location in Harlem, NYC to show support for the company's strong commitment to diversity, equity, and inclusion (DEI),' Rev. Sharpton said in a post on X. 

Sharpton revealed in a speech outside the store that he'd bought 100 $25 gift vouchers for each buy in participant to spend inside. 

'We’re going shopping at Costco because they’ve stood with us. People that stand with us, we will stand with them,' he said. 

Watch:

AL SHARPTON: Costco said they will not back off DEI. Today, we are going shopping at Costco, because they have stood with us. People that don't stand with us - we will boycott them. We will not pay them anything.pic.twitter.com/o0nHSy5iDG

— Eric Daugherty (@EricLDaugh) January 26, 2025

Costco, however, may wish he hadn’t made the appearance, because the online backlash has been brutal, including from Starbuck himself:

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It's time to move on:

Anti-DEI Warrior Robby Starbuck Notches Another Victory—Nation's Largest Retailer Dials Back

Mcdonald's Becomes Latest Corporation to Walk Away From Woke

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Will consumers make them pay?

To @Costco :

I’m black and I just canceled my membership.

All Sharpton doesn’t represent me. America is done with DEI discrimination.

You are running a BUSINESS, not a social service organization. This was a VERY stupid move.#Costco

— Karen Kennedy (@realkarenjean) January 26, 2025

Nothing would make me cancel my Costco membership faster than trying to get my shopping done and having this walk in the door…pic.twitter.com/WUi3UhrffK

— Big Tom Callahan🇺🇸 (@CallahanAutoCo) January 26, 2025

Sharpton’s despicable past antics—see especially: Tawana Brawley—and his never-ending race-hustling make him an extremely polarizing figure (which is why he’s mostly relegated to that home of the America-hating loons, MSNBC).

Costco may just end up wishing he didn't show up to give out free samples of his alienating rhetoric.