As 2025 begins, many people are setting new goals. While some focus on fitness, others take budgeting to the next level with “No Buy 2025.”
The social media movement encourages people to cut back on spending — or, in some cases, stop shopping entirely. The goal is to reduce impulse purchases, prioritize financial stability, and rethink consumer habits in an era dominated by TikTok consumerism.
Rethinking spending habits
They say, “A penny saved is a penny earned,” and for many, saving money has become a priority.
According to The Wall Street Journal, rising inflation and economic uncertainty have led more people to focus on what they already own instead of chasing the latest viral products. Some have committed to low-buy lifestyles, limiting purchases to only necessities. Others have embraced complete spending freezes as part of the No Buy 2025 challenge.
One stay-at-home mom featured in the report eliminated hair treatments, manicures and buying new water bottles to pay off credit card debt.
Social media’s role in the trend
On TikTok, creators document their No Buy 2025 journeys and share strict spending rules. Some only replace toiletries when they run out, while others avoid installment payment services like Klarna and Afterpay to curb unnecessary spending.
More than just saving money, an online community has formed around frugal living. TikTok users share budgeting strategies, money-saving tips and alternatives to excessive spending.
One TikTok creator shared that they completely turned off their heat to reduce energy bills. Instead, they rely on multiple comforters and layering up at night.
This frugal lifestyle trend is driven by global concerns, according to research from the University of Surabaya. The study found that Gen Z consumers are spending more sparingly due to economic uncertainty, the depletion of resources and global uncertainties.
A growing interest in financial minimalism
The Journal reports that Google searches for “no-buy challenge” have increased 40% year-over-year. The data suggests more people are seeking ways to embrace financial minimalism and reduce unnecessary spending.
The rise of No Buy 2025 is happening when TikTok consumerism is stronger than ever.
With over a billion active users, TikTok has become a major driver of impulse buying. The hashtag #TikTokMadeMeBuyIt has amassed billions of views, highlighting the platform’s influence on shopping trends.
Many content creators profit from promoting viral products through TikTok Shop, earning commissions for every sale. Retail experts say the platform blurs the lines between social media, entertainment and shopping.