Trump backers call for Walmart boycott amid furor over 'No Kings Day' ad

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Some supporters of President Donald Trump are calling for a Walmart boycott after an heiress to the nation’s largest retailer took out an ad in the New York Times to promote a protest of the president’s policies.

The full-page display, which appeared in the newspaper Sunday and was paid for by Christy Walton, advertises “No Kings Day” gatherings across the country Saturday. The mobilizing events coincide with Trump’s military parade in D.C.

While the ad doesn’t mention Trump by name, many of his followers interpreted it as a criticism of his actions and policies. “WE uphold and defend the constitution”; “WE care for veterans and children”; “WE are the world leader trusted to uphold the stability of rule of law.”

It also came as protests in Los Angeles against the administration’s immigration policies ramped up, with Trump deploying Marines and National Guard troops to California.

By Tuesday, some influential Trump allies were posting about the ad on social media. Kari Lake, the senior adviser to the U.S. Agency for Global Media, the government body overseeing the Voice of America news service, reposted the ad on X and wrote: “Do you shop at Walmart?”

Conservative commenters on X also started calling for boycotts of Walmart and cited its association with Walton, the widow of John T. Walton and daughter-in-law of the retailer’s founder, Sam Walton.

“It may be time to #BoycottWalmart,” one user wrote. “#ChristyWalton, heiress of @Walmart has lost her mind in thinking she can fund revolutions against the American people/consumers.”

Among the lawmakers joining the fray was Rep. Anna Paulina Luna (R-Florida), who connected the ad directly to Walmart as she posted on X: “Looks like the Walmart dynasty is big mad about China Tariffs.”

In a statement to The Washington Post, a Walmart spokesman sought to distance the company from the ad.

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“The advertisements from Christy Walton are in no way connected to or endorsed by Walmart,” he said. “She does not serve on the board or play any role in decision-making at Walmart.”

“A left-wing billionaire feels like burning some of her inheritance for a PR stunt,” White House spokesman Kush Desai said in a statement. “It’s not going to change the fact that over 77 million Americans voted for mass deportations, border security, and America First trade policies – a mandate that the Trump administration is committed to using every lever of executive power to deliver on.”

While it’s unclear whether a grassroots boycott from Trump supporters is underway, Walmart has already been in Trump’s crosshairs in recent weeks. After the Bentonville, Arkansas-based retailer announced in its first-quarter earnings call that prices could go up within weeks because of tariffs, Trump admonished the company, posting on Truth Social that Walmart should “EAT THE TARIFFS” and “not charge valued customers ANYTHING.”

Big box retailers have frequently been involved in the culture wars. Earlier this year, grassroots efforts materialized across the country to boycott retailers that retreated from their diversity, equity and inclusion (DEI) initiatives. Target was one of the biggest chains criticized, and last month it reported lower-than-expected earnings in its first quarter, thanks, in part, to customers’ pullback.