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.
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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.
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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.
[KENNEDY FELTON]
As the new year gets underway, many people are setting goals—some for fitness, and some pushing budgeting to the next level with “No Buy 2025.” The social media movement is all about spending less, or in some cases, nothing at all.
They say a penny saved is a penny earned, and for many, saving is a top priority. According to The Wall Street Journal, rising inflation and economic uncertainty are leading more people to rethink their spending habits. Instead of chasing the latest viral products, they’re focusing on what they already own to cut costs.
One stay-at-home mom featured in The Wall Street Journal has cut out things like hair treatments, manicures, and even new water bottles to pay off thousands in credit card debt.
AND SHE’S NOT ALONE. ON TIKTOK, CREATORS ARE SHARING THEIR OWN ‘NO BUY’ RULES – LIKE ONLY BUYING TOILETRIES WHEN THEY COMPLETELY RUN OUT… OR AVOIDING INSTALLMENT PAYMENT PLANS LIKE KLARNA OR AFTERPAY.
But it’s not just about saving money. Social media creators are building entire communities around frugality—sharing tips and strategies to help others embrace a low buy or no buy lifestyle.
“I DON’T TURN ON THE HEAT. I’LL REALLY BUNDLE UP AND I HAVE TWO COMFORTERS WHICH I WRAP MYSELF IN WHEN I SLEEP AT NIGHT.”
For some, frugality means making serious sacrifices like turning off the heat entirely to lower utility bills. While some creators have embraced this lifestyle for months, others are just now joining as part of their New Year’s resolutions. And it’s gaining traction! The Wall Street Journal reports Google searches for ‘No Buy Challenge’ have surged 40 percent year over year, reflecting a growing interest in financial minimalism.
Research supports that Gen Z’s frugality is driven by deeper concerns. A 2022 study from Indonesia found that younger generations are spending more sparingly due to factors like climate change and global uncertainty. The study highlights six dimensions of frugal behavior, including—planning purchases, bargain hunting, and prioritizing durability over trends.
This is all taking place in the age of TikTok consumerism, where people are tempted to buy the latest “must-have gadgets.” With more than a billion active users, the app has become a major driver of impulse buying with hashtags like “TikTok Made Me Buy It” to show for it, while creators advertise their latest finds as a way to put some money in their own pockets through commission.
“IT’S FUSING SOCIAL MEDIA, ENTERTAINMENT, AND SHOPPING…”
So while some users are pledging to spend less, others are being influenced to buy more—highlighting the ongoing battle between financial discipline and social media-driven consumerism.
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