In an unusual form of retail activism, a video circulating on social media captured Minnesota protesters engaging in a coordinated demonstration at Target stores. The participants lined up repeatedly to purchase salt, only to return it immediately and restart the process, creating significant delays at checkout counters. This symbolic action was designed to "melt ICE," as stated by the organization Showing Up for Racial Justice Twin Cities (SURJ-TC), which orchestrated the protest.
Protest Strategy and Demands
The SURJ-TC group planned to execute this tactic across five Target locations in the Twin Cities area, with the explicit goal of compelling the retail giant to publicly denounce the U.S. Immigration and Customs Enforcement (ICE). On the same day, nearly 100 leaders and supporters from SURJ-TC and Unidos gathered for a sit-in at the downtown Minneapolis Target store, amplifying their message through peaceful assembly.
In Edina, Minnesota, the protest saw between 70 to 110 individuals participating in the salt-buying and returning cycle. Their objective was clear: to pressure Target into ceasing its cooperation with ICE, particularly regarding the detention of employees and customers on its properties. The rallying cry "Buy salt melt the ICE!" echoed through social media platforms, drawing widespread attention to their cause.
Background of ICE Incidents and Boycott Calls
Calls for a Target boycott have intensified in recent weeks, fueled by a tragic incident on January 8. Following the shooting death of Minneapolis resident Renee Good by an ICE agent, approximately half a dozen masked ICE agents forcefully detained two workers at Target's Richfield, Minnesota, store. This event galvanized community outrage and spurred the current protest movements.
Historical Context of Target Boycotts
Target has faced boycott campaigns from various ideological groups over the past decade. In 2016, conservative activists launched a boycott after the company implemented a policy allowing transgender individuals to use restrooms and fitting rooms aligning with their gender identity. In response, Target invested in additional single-occupancy restrooms to address concerns.
More recently, in 2023, Target encountered public backlash over its Pride Month merchandise, which some conservatives deemed inappropriate for children. The subsequent reduction in Pride merchandise availability in 2024 led to counter-backlash from LGBTQ+ advocates, highlighting the company's ongoing challenges in navigating social issues.
Inspiration from Past Activism
Organizers of the current protest against ICE cited earlier diversity, equity, and inclusion (DEI) boycotts as inspiration. They referenced the "Target fast," a 40-day boycott initiated by Black pastor and activist Rev. Jamal Bryant, which later evolved into a broader movement urging consumers to avoid Target until it reinstated its commitments to social justice.
Ulla Nilsen, a lead organizer with Unidos, emphasized the power of nonviolent activism, stating, "We know that from a historical perspective, nonviolent activism and civic pressure always wins. We have an administration that's making everyone afraid. So we are calling on the CEO of Target and other businesses in Minnesota to stop being afraid because when we stand together, we will get through this."
The protest underscores a growing trend of consumer activism targeting corporate policies, with Minnesota activists employing creative tactics to advocate for immigrant rights and corporate accountability.
