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By Suzanne Blake and Gabe Whisnant
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Walmart heiress Christy Walton is facing backlash, and Walmart is facing some calls for a boycott from Trump supporters after placing a full-page ad in The New York Times urging Americans to attend town halls and engage in civic discourse.
While the "No Kings Day" ad did not mention President Donald Trump by name, its emphasis on values like honoring commitments to allies, defending against dictators, and respecting trading partners was widely interpreted as a critique of Trump's foreign policy and "America First" agenda.
A spokesperson for Walmart told Newsweek: "The advertisements from Christy Walton are in no way connected to or endorsed by Walmart. She does not serve on the board or play any role in decision making at Walmart."
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Why It Matters
Walmart has faced criticism in the last several months, being one of many companies targeted by the "economic blackout" movement this year, alongside Amazon, Nestlé and General Mills.
This backlash could cause MAGA-leaning American shoppers to step back from the retailer, potentially impacting sales as the chain faces criticism from other groups as well.
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What To Know
The ad paid for by the Walmart heiress concluded with the statement, "The honor, dignity and integrity of our country is not for sale. Show up, attend your town halls, be civil," and noted that the views expressed were solely those of Christy Walton.
The ad also includes the following statements, indicating criticism of the Trump administration: "WE honor our commitments and stand by our allies," "WE defend against aggression by dictators," "WE respect our neighbors and trading partners."
"We are the people of the United States of America," the ad said. "The honor, dignity, and integrity of our country are not for sale."
The new advertisement has sparked backlash among Trump supporters, with some even calling for others to boycott the retailer.
Kari Lake, the senior adviser for the U.S. Agency for Global Media and a Trump ally, asked on X, formerly Twitter, "Do you shop at Walmart?" while posting a photo of the ad.
No Kings Day is scheduled for June 14, which is also Trump's birthday, Flag Day, and the 250th anniversary of the U.S. Army. He has planned a military parade at the National Mall in Washington, D.C., to commemorate the anniversary.
Ezra Levin, co-founder of Indivisible, one of those groups organizing No Kings Day, previously told Newsweek that the goal of the protest is to send a message that the United States "has no kings."
Walton, who has a net worth of $19.3 billion, married into the Walmart legacy years ago. Her husband, John Walton, was the son of Walmart founder Sam Walton and died in 2005.
"The backlash is strictly political as some see this as an affront to their own personally held beliefs," Kevin Thompson, the CEO of 9i Capital Group and the host of the 9innings podcast, told Newsweek. "However, the statements in question fall under constitutionally protected rights—namely, freedom of speech and the ability to engage in civil discourse."
Currently, Walmart imports around 40 percent of its merchandise and has warned that Trump's tariffs will lead to higher prices for shoppers. Trump pushed back on these warnings and said the company "should STOP trying to blame Tariffs as the reason for raising prices throughout the chain."
"Between Walmart and China they should, as is said, 'Eat the Tariffs,' and not charge valued customers ANYTHING," he wrote on Truth Social. "I'll be watching, and so will your customers!!!"
What People Are Saying
Representative Anna Paulina Luna, a Florida Republican, on X: "Looks like the Walmart dynasty is big mad about China Tariffs."
Ezra Levin, co-founder of Indivisible, one of those groups organizing No Kings Day, previously told Newsweek: "[Trump] is planning to roll tanks through the streets of D.C. in celebration of his birthday, and that's the kind of thing you normally wouldn't see in a constitutional republic, certainly not America. It's something you'd see in North Korea or other authoritarian regimes."
Alex Beene, a financial literacy instructor for the University of Tennessee at Martin, told Newsweek: "2025 could go down as a record year for boycotts from both sides of the political aisle. This one has supporters of the president upset because ads sponsored are seen as taking shots against the new administration and its agenda. At the same point, as with all these boycotts, their traction may or may not be that sizable."
Kevin Thompson, the CEO of 9i Capital Group and the host of the 9innings podcast, told Newsweek: "In practical terms, this controversy is unlikely to have any lasting impact on Walmart. As a dominant low-cost provider, Walmart remains the most affordable option for millions of consumers, which continues to drive loyalty and foot traffic."
What Happens Next
The full impact of the Walmart boycotts may be minimal, as many Americans shop at Walmart due to its lower prices compared to other retailers.
"At the end of the day, millions of Americans rely on big box retailers for many everyday items, either because it's the cheapest option in their town or potentially even the only one for certain goods," Beene said. "In other words, your mileage may vary on who will actually boycott depending on location and support for the president."
Update 6/10/25, 4:07 p.m. ET: This article was updated with additional information.
Update 6/10/25, 5:11 p.m. ET: This article was updated with comment from Walmart.
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