A growing trend in Denmark sees consumers shunning American goods as a form of protest against Donald Trump’s policies. From local delicatessens to online communities, shoppers are increasingly vocal in their demand for alternatives, signaling a potential shift in purchasing habits across Europe.
Emergence of the consumer boycott trend against American products
In a delicatessen store on Amager, the movement is already taking shape. The owner, Mette Heerulff Christiansen, noted that the change in consumer behavior began on a specific day in January. She explained to TV 2 Kosmopol:
“It has gone very quickly with the reactions, I think. Donald Trump has only been president for a month, and we have already felt that our customers have an opinion.”
Her observation underscores how rapidly political tensions have influenced daily shopping decisions.
No more American wine: let’s drink European
Another example comes from the choice of brothers Patrick and Claus Skovgaard, owners of Skänk Øl- & Vinbar. They have made the decision in principle to gradually eliminate the range of American wines.
We have great respect for the many talented producers in the USA, who are certainly not responsible for the current crisis between the USA and Europe. But for now we want to strengthen European unity and this can be done, among other things, through our consumer choices.
Social media mobilization: Boycotting American goods online
The sentiment is not confined to store aisles. On social media, the Facebook group Boykot varer fra USA has become a hub for like-minded consumers. Established in early February, the group has attracted nearly 15.000 members, all sharing experiences and advice on how to avoid American products. Lifestyle expert Julia Lahme commented on the phenomenon:
“We use our money as a very clear protest.”
This digital movement reflects a broader consumer desire to make politically informed choices with every purchase.
Economic and political impact of the American product boycott
The boycott is part of a longstanding tradition of using purchasing power to send a political message—recalling previous movements such as the anti-apartheid campaigns. According to consumer economist Ann Lehmann Erichsen from Sydbank, politically motivated consumers are most active in the capital and largest cities. Yet, she also cautions that while the media spotlight on these boycotts is significant, many shoppers remain primarily driven by price and convenience.
Economic data further illustrates the stakes: In 2023, Denmark imported goods and services from the USA worth 174.4 billion DKK (approx. 23.4 billion EUR), while American purchases of Danish products amounted to 292.1 billion DKK (approx. 39.2 billion EUR). This massive exchange underlines the challenge and potential impact of a widespread boycott.
European expansion of the American product boycott
While the current boycott may not topple American economic influence overnight, experts believe the trend could expand well beyond Denmark. Similar consumer movements are already emerging in other parts of Europe. For instance, sister groups in Norway and Sweden are gaining traction, and discussions in various European forums hint at a growing pan-European sentiment against American products.
As shoppers increasingly use their purchasing power as a form of protest, this movement may influence not only small retailers but also larger supermarket chains and international brands. The expansion of the boycott could lead to significant changes in trade dynamics and consumer behavior across the continent.
