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:

Does @Costco really want to be in a fight where it’s Al Sharpton & MSNBC vs. the entire movement behind President Trump?

Bold move if so. I think they’ll deeply regret it.

They still have a little bit of time to consider turning back. I hope they make the right choice. pic.twitter.com/ebsdi76s2I

— Robby Starbuck (@robbystarbuck) January 26, 2025