Spending money on new clothes and makeup can become a hobby, as you feel like you are giving yourself a little treat. This is fine now and again, but when you are constantly spending money on things you never end up wearing or using, it can become a bit of a problem.
If you are someone who fears to look inside their wardrobe to the mountain of unworn clothes hidden inside or you can’t resist a sale, it’s okay you aren’t alone. Gen Z and Millennials across the globe are taking part in the ‘no buy’ movement in an effort to turn their backs on consumerism.
This movement has become widely popular on TikTok and the core of the idea is very simple – you can only buy what you need. For most people participating, this means not buying new makeup unless you run out, limiting eating out, deleting shopping apps and not buying any more clothes.
Exceptions to the rule include gift-giving or the odd pick-me-up, but the Mirror reports that this is only allowed if you have managed to save enough money in other areas.
Some people have added extra rules that they need to follow, including not spending money at massive corporations like Amazon and Shein. This rule has led to many people cancelling their Prime membership so they cannot be tempted by the next day delivery.
Others have used the ‘no-buy’ movement as a reason to stop spending money in problem areas, such as buying excessive amounts of shoes, ordering too much take out, or even spending too much money on drinks on a night out.
One TikToker taking part in the movement is Abi Daunton, who is a self-confessed makeup shopaholic. The Welsh influencer admitted to her 41.5K followers that she has shockingly spent between £20,000 to £25,000 on her extensive makeup collection.
She said: “I can’t even bring myself to think about the other things I could’ve bought.” Her ‘no buy’ rules include only buying makeup refills instead of purchasing the latest cosmetics to hit the shelves. This seems like a reasonable rule to set, and should save her a fair amount of money.
However, some people are taking it to drastic extremes, as one TikTok user claimed she won’t be buying sanitary pads in 2025. She said: “Unless you have a super heavy flow, I really don’t feel like you need them.” Other people are creating strict time slots in the day where they are allowed to spend money, or forcing themselves to wait a number of weeks before making a purchase.
The ‘no buy’ movement is not a new concept, as the subreddit r/nobuy was created in 2011 and has attracted over 66K members. It was over a decade later in 2022 when #nobuy began cropping up on TikTok. However, a drastic increase in popularity has taken place this year, as thousands of social media users have started making strict rules to follow.
There are many different reasons that people have joined this movement, including avoiding financial ruin and deeming it a necessary way to save money in the current economy. According to financial company Eaden & Co, over half of Gen Z haven’t been able to save money between 2022 and 2024.
For many, it is a way to combat the other extreme – addiction spending. Gen Z are known as being the generation that goes through clothes faster than others, and according to Statista, over a quarter of 18 to 27-year-olds have admitted to buying clothes they never wear in 2024.
This is because Gen Z has been the demographic most heavily targeted by constant advertising through the growing social media and influencer culture. What also hasn’t helped is the growth of brands such as Shein and Temu which employ marketing tactics to encourage impulsive spending.
The most popular cut back from participants is spending on clothes. According to a report by Business of Fashion, whether joining the movement or not, 40 per cent of young shoppers in the US are spending less on clothing in 2025. In the UK, a whopping 70 per cent of Gen Z’s are prioritising affordability when buying clothes.
However, movements like these could be one of the reasons why the UK retail industry is suffering year-on-year. What could be a major positive for young people’s bank accounts, could also be a huge fall for the future of retail.