“The term boycott spread like wildfire,” said Lawrence B. Glickman, a Cornell University history professor.
“There needed to be some kind of public record,” said Ms. Morgenthau, whose business logged $389,000 in sales last year.
She is also a Trump supporter, and she posted a picture on her website of Mr. Trump with a quartz crystal
that she gave him during a book signing at Trump Tower.
“We’re in another moment like that again,” Mr. Glickman said.
“Small businesses are living on the edge,” said Maurice Schweitzer, a professor of operations, information
and decisions at the Wharton School of the University of Pennsylvania.
“The business is my baby,” Ms. Morgenthau said.
Even grass-roots boycott efforts, like the site and hashtag #GrabYourWallet, which has
gone after Trump-related products, do not usually take aim at small businesses.
“You have to speak up and have a voice,” said Mr. Goldstone, whose business employs 20 people.
“Conversely, anything big is bad right now,” said Thomas C. O’Guinn, a professor
of marketing at the University of Wisconsin-Madison’s business school.
“We’re only going through life once,” said Ms. Corso, a former model.