When the world feels unstable, the urge to make impulse purchases can be strong. This mindset has been reinforced on social media—whether it’s a spontaneous trip to HomeGoods or Target, clicking on an Amazon affiliate link, or keeping up with the latest product drops.
However, many Americans, particularly female content creators, are resisting the cycle of overconsumption. They are pledging to reduce their spending—some even committing to purchasing only necessities and refraining from repurchasing products until they are entirely used up or expired. These initiatives now carry names such as the “No Buy 2025 Challenge” and “Project Pan.”
While underconsumption has always had its advocates, trends like Project Pan—where individuals use beauty products until they hit the bottom of the pan—have seen a resurgence in January. Many people are continuing or beginning low- or no-spend journeys, influenced by economic policies introduced under the Trump administration. During his campaign, Donald Trump promised to lower prices.
“When I win, I will immediately bring prices down, starting on Day One,” Trump stated at a press conference in August 2024, appealing to voters frustrated by high costs.
Yet, despite his assurances, many Americans remain cautious about the economy. Rylee Marcum, a stay-at-home mother in Central Florida, has embraced No Buy 2025 with no plans to opt out this year. Her family of six isn’t saving for a major purchase but instead focusing on managing bills, groceries, and essential household goods. Through this challenge, she estimates her family saves around $100 each week.
“The new administration is a big reason why I’m doing this because I don’t want us to contribute to Trump’s economy,” Marcum said. “That’s just a petty reason… but I don’t think things are going to get any better at all, and I’m scared for the future.”
The Continued Rise of UnderconsumptionConsumer confidence declined for the second consecutive month in January, according to The Conference Board, reflecting concerns over the present and future economy under the new administration’s policies. This means Americans continue to feel uneasy about inflation.
Grocery prices are climbing again. Eggs, impacted by a severe strain of avian flu, are nearing record-high costs. Coffee prices have surged despite Trump retracting a 25% tariff threat on Colombia. Meanwhile, beef and orange juice prices are also increasing.
American EconomyOn Friday, the White House confirmed it would proceed with a 25% tariff on Mexico and Canada and a 10% tariff on China.
For Marcum, No Buy 2025 means eliminating professional nail treatments and haircuts. Her family now dines out less frequently and limits trips to the movies to special occasions, instead relying on free community resources like parks and libraries. She says impulse buys at Target and Marshalls are no longer an option.
Sabrina Pare, a Detroit resident preparing for the arrival of her first child this year, is also participating in No Buy 2025.
“It’s really important to practice buying less now and get into the habit of using what you already have, finding things second-hand, because I do think things are going to get more expensive,” Pare said.
Seeking Control in an Uncertain EconomyGen Z and millennials are increasingly drawn to brands that align with their values. Combined with growing economic concerns, this awareness heightens the impulse for mindful spending.
These trends reflect a broader underconsumption movement, which emerged in response to the culture of influencers constantly promoting new products.
Rebecca Sowden, a 27-year-old from Corona, California, said that her lack of control over product pricing and current economic conditions has pushed her to curb her spending.
Her financial goals this year include maxing out her retirement contributions, saving to move closer to her English husband, and paying off her car loan. Through her no-spend commitment and her side job as a content creator, she saved $4,272 in January alone.
The challenge has been easier to follow this month because the current administration is “fueling my fire,” Sowden said, further motivating her to avoid spending on companies that don’t align with her values.
“I think I’m saving money—which is good—because spite is a great driving force,” Sowden said. Phasion Keel, a South Florida resident, has saved $300 in January through her frugal approach.
Her strategy includes avoiding unnecessary trips to Dollar Tree, limiting purchases to essentials like lip gloss and body wash, and eliminating “buy now, pay later” services such as Klarna and Afterpay.
She believes the challenge has helped her discover new hobbies beyond shopping. “Touch grass, because it’s not all about going into stores,” Keel said. “Go out in the sun and go for a walk—that has been helping me with (not) shopping.”
