Samizdata

A year ago, Fraser Longden, the Chief Operating Operator of the DIY store Wickes, was in the news. On 16 June 2023, Internet Retailing magazine ran this story: “Wickes hits back at boycott campaign over COO’s comments that trans-critical shoppers ‘are not welcome’ in stores.”

I was aware of the boycott but did not join in. We do buy stuff from Wickes on occasion. It is useful that they open at 7am and close at 8pm. I certainly was not going to give up that utility because the company had gone woke. If I were to boycott all the companies who waste their substance by hiring “inclusion and diversity” teams and whose senior staff members gush about it to the media, I would have to live like a hermit. Still, it was foolish of Fraser Longden to first tell Pink News that “Creating a culture where everybody can feel welcomed – can be their authentic self, can be supported – is about modernising our business” and then tell the same Pink News that, in his estimate, ten percent of the UK population are “not welcome in our stores anyway”. I did not know whether my position on these issues, which I like to think of as nuanced, would have allowed him to welcome me through the rainbow-festooned portals of Wickes. Nor did I care. Wickes can hate me and still sell me screws.*

No, the thing that has made me decide to boycott Wickes happened a mere seven months ago, but I must have missed the story at the time. On 4 November 2023, the Telegraph reported, “DIY giant Wickes fails to shut down website accusing it of being ‘woke’”

The DIY giant Wickes has been accused of stifling freedom of speech after its boss tried unsuccessfully to shut down a website criticising it as “woke” after its boss told trans-critical “bigots” to shop elsewhere.

[…]

In response [to Mr Longden’s comments], Timothy Huskey set up the protest site featuring the headline “Woke Wickes” and claiming “the UK calls for a boycott of Wickes” due to its “highly controversial sexual agenda”, claiming that the company “hates” customers who think there are only two genders.

[…]

In July, the home improvements store’s lawyers contacted Nominet, the body which oversees UK domain names, to complain that the website was abusing the company’s trademarked name, contained “malware capabilities” and was being used for “phishing”, a reference to the use of emails and online platforms for fraudulent behaviour.

Papers filed with the watchdog also said the site was set up for commercial gain and intended to “unfairly disrupt” Wickes’s business.

In response, Mr Huskey, who is American, said he set up the site as “legitimate criticism” of Wickes, and made it “abundantly clear” it is not connected to the company, even offering visitors the address for the company’s official website if anyone wanted to shop with them. He insisted it was not used to make money or for any phishing fraud and contained no malware.

The adjudicator, who ruled on the dispute, found the use of the word “boycott” in the protest site’s name meant visitors would not think it was linked to the official Wickes’s site.

They concluded the company’s claims the site was malicious or set up for “phishing” fell “well short of what is required to support its serious allegation”.

They added that Wickes had not proven that the criticism on the website was “of such an exceptional nature” to merit the site to be shut down. They were also satisfied it was not set up for commercial or illicit purposes.

Wickes’ use of obviously spurious claims about malware and phishing to attempt to silence a critic enrages me. I am glad the attempt failed; https://www.boycottwickes.co.uk/ is still there. Mind you, so is Fraser Longden. Obviously the earlier boycott did not damage their bottom line that much. And I do not delude myself that my little mini-boycott will leave their accountants a-tremble. Mr Longden is right about one thing, most grand resolutions fizzle out when it’s 6:30pm, everywhere else is closed, and you desperately need a screw.

Nonetheless, given that companies will count an expensive advertising campaign a success if it increases custom by one or two percent, they would be wise not to do things that cause even a few of their customers to get into the habit of looking elsewhere first. That is how most of my “boycotts” end up. In 2019 Nigel Farage had a milkshake thrown over him for the first time. Someone in Burger King’s social media team proved their worth by putting out a tweet saying, “Dear people of Scotland. We’re selling milkshakes all weekend. Have fun. Love BK. #justsaying”. The net worth of most companies’ social marketing teams is negative: until then I had often used the Burger Kings at motorway service stations because, like Wickes, they remain open when other outlets are closed, and because a family member gets a discount, but their encouragement of political violence led me to declare a boycott. Predictably, my resolve wavered. I have eaten several Burger King burgers at motorway services since then, when BK was the only place selling food open, or because it was what other members of the party wanted. But five years of looking elsewhere first adds up.

*I meant the type of screw that comes in Metric, Imperial or Whitworth. Although having started that line of thought, I did not have the strength not to follow the Wikipedia link that told me that all screws have inherent male gender.