2025 is shaping up to be the year of underconsumption or “no buy” trends, as Americans express their fatigue with inflation, consumerism, and threats of tariff-related price hikes.
by Chloe Berger
Fortune
Tired of the constant gift guides and endless grocery store receipts, Americans are cutting down on spending. “No buy” challenges have taken off in the past couple of years, gaining traction on social media platforms like Instagram and TikTok, which previously served as showcases of consumption. Now a strict budgeting lifestyle is the way to go for people who are tired of inflation, constant decluttering, and dread that Trump’s tariffs will make essentials even more expensive.
True to its name, the no buy movement refers to a challenge where people stop buying nonessential items for a period of time—often a year. It’s also come under a new viral name, “project pan,” which refers to hitting the pan, or bottom, of a makeup container, or using a product to its end. Just a month into the year, a swath of beleaguered Americans are pledging to practice a “no buy 2025.”