On Wednesday, 28 October, shoppers across the UK are being urged to boycott major supermarkets as part of a nationwide protest against rising food prices and the ongoing cost-of-living crisis.

The campaign, called ‘We’re Not Buying It’, is asking consumers to avoid spending money at major supermarket chains for 24 hours, including in-store purchases, online orders and purchases at supermarket-operated petrol stations. The action has been organised to coincide with Budget Day, with campaigners hoping to put pressure on the government to make essential food more affordable.

The protest comes amid growing frustration over the cost of everyday groceries, with many households struggling to afford their weekly food shop while managing other rising living expenses.

Organisers argue that food is a basic necessity and that families should not have to choose between buying groceries and paying for other essentials. They are calling on the government to introduce an immediate price cap on essential food items to help ease the financial pressure on households.

The campaign has gained attention across social media, where supporters have encouraged people to take part and share the message online.

Johanna Grace, a volunteer for We’re Not Buying It, said:

“It’s something that I’m passionate about, having used food banks for the last five years or so and seeing what it’s like in these places and families using them and vulnerable people.”

The boycott targets some of the UK’s biggest supermarket chains, including Sainsbury’s, Tesco, Asda, Morrisons, Lidl and M&S, among others. Supporters are being encouraged to complete their usual shopping before the boycott or, where possible, buy from independent local businesses such as corner shops, butchers, bakers and greengrocers instead.

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Organisers hope that a large number of people refusing to spend money at supermarkets on the same day will attract attention from both retailers and government ministers. However, the impact of a one-day boycott remains uncertain, and participation alone does not guarantee that supermarket prices will fall or that a price cap will be introduced.

The British Retail Consortium, which represents UK retailers, has argued that supermarkets face intense competition and operate on narrow profit margins. It has also called on the government to reduce business costs to help control food price inflation.

With the campaign gaining momentum online, Wednesday’s boycott has placed the affordability of food back in the spotlight, highlighting the financial pressures facing households across Britain.