On TikTok and Reddit, individuals are sharing their no-buy lists, detailing breakdowns of every little thing they plan to keep away from buying in 2025. For Sako Makino, 24, that list contains full-priced skincare, sure magnificence merchandise, new books, some clothes gadgets, candles, and extra. 

“I believe a part of the humor on this development is highlighting how consumption-driven we’re as a era. I believe Gen Z is extremely self-aware, and we’re utilizing this development to type of name ourselves out on our personal dangerous habits,” Makino stated.

A no-buy problem entails itemizing merchandise, gadgets or providers you need to keep away from shopping for for a set time period, anyplace from every week to a full 12 months.

Why Individuals Are Taking over No-Purchase Challenges

Individuals’s motivations for doing the problem fluctuate. Some need to repay their credit card debt, whereas others are merely making an attempt to curb their spending and save extra. When Makino created her record, she was motivated by considerations about market volatility and a possible recession.

TikTok isn’t the one social media platform the development has appeared on, both. On Reddit, r/nobuy has 68,000 members the place individuals share their no-buy lists, their frustrations with billionaires and wealth inequality, and rejoice wins in decreasing their spending.

Barbara Ginty, a CFP and host of the Future Wealthy podcast, recommends these challenges as a great way to scale back impulsive spending, particularly when you’re susceptible to creating senseless purchases on-line.

“It is very easy with, with how connected we’re to our telephones, to simply click on and purchase today—your bank card is already linked and there’s not numerous forethought or course of [when you’re shopping],” stated Ginty. 

Makino thinks the development is not only a approach for individuals to save more money, but additionally exists, partially, as a pushback towards consumerism and influencer tradition. Based on a 2022 Pew Analysis Heart survey, 30% of individuals stated that they had bought one thing after seeing an influencer put up about it on social media.

“It’s exhausting to be continually uncovered to commercials and advertising. I believe participating in a no-buy problem for lots of people is a solution to ease that overstimulation from all of the advertising,” stated Makino.

Making a Profitable No-Purchase Plan

Ginty doesn’t suppose individuals have to be overly restrictive with the foundations of their no-buy problem to achieve success. Some would possibly have the ability to tamp down on spending by merely implementing a rule that requires them to attend a month earlier than making a purchase order. She recommends rotating the gadgets in your no-buy record every month to make it extra manageable.

She explains that when you’re not shopping for lunch out this month, you may attempt not getting your nails finished each week the next month. Having a objective in thoughts also can make adhering to the problem simpler.

“If you’re engaged on doing one thing short-term—like paying off the remainder of your student loans or that bank card—and the problem aligns with that [goal], then you definitely’re finished after that,” stated Ginty.

On TikTok, content material creator Elysia Berman stated her no-buy 12 months in 2024 helped her begin to pay down almost $50,000 in bank card debt. “Any need to make impulsive purchases has been eradicated by my no-buy 12 months,” Berman stated in a TikTok in February.

Whereas Makino has simply began her no-buy problem, she’s optimistic that she’ll have the ability to adhere to it for the remainder of the 12 months. She likes how the problem helps gamify one thing that may in any other case be tough to do, and he or she plans to attempt to keep away from buying gadgets whereas they’re full worth (i.e., not on sale).

“I believe doing the no-buy problem has made me much more appreciative of the privilege I’ve—to be ready the place I may even have small luxuries to surrender within the first place,” stated Makino. “It’s positively made me much more aware and conscious of how privileged I’m.”

The Backside Line

No-buy challenges are gaining traction amongst Gen Z as a solution to minimize spending, keep aware of client habits, and push again towards influencer-driven tradition. Whether or not you are making an attempt to repay debt or simply take a break from impulse buying, making a no-buy record could possibly be a easy solution to take management of your funds short-term and long-term.