A Look Into the Rise of the 'Things I Won’t Be Buying' Trend

Everything surrounding us is driven by consumer culture. A counter-trend has taken root, the "Things I Won’t Be Buying" concept. On social media, from Instagram reels to YouTube videos and Reddit challenges, people are increasingly choosing to document what they will not purchase, taking steps towards conscious consumption.

This trend is part of a broader movement known as the No-Buy Movement, which emphasizes mindful spending and a reassessment of what really adds value to everyday life.

What Is the 'Things I Won’t Be Buying' Trend?

Instead of showcasing new purchases, users are sharing the items they have decided to abstain from, ranging from fast fashion and skincare to makeup and decor. It shows a mix of financial savings and a growing global concern about overconsumption and the psychological impact of impulsive buying.

This anti-haul culture, popularized on YouTube by creators, challenges the traditional haul video and encourages people to resist buying products simply because they are marketed well.

The No-Buy and Low-Buy Movement

The No-Buy and Low-Buy movements have gained traction as more individuals, particularly after the pandemic, have sought to regain control over spending and reduce waste.

A no-buy period can depend on how you want to handle or track your spending, such as a month, three to six months, or whatever suits you. It involves a commitment to avoid non-essential spending. Variations include no-buy months or themed challenges.

The low-buy approach is more flexible, allowing occasional purchases but with strict intention.

Articles report a rising number of young adults intentionally cutting back on lifestyle-related purchases as a form of resistance against consumerism. Financial platforms like Forbes highlight no-buy challenges as a way to boost long-term savings and reduce lifestyle inflation.

Many are motivated by the desire to build savings or cut down on unnecessary spending. The no-buy challenge has become a tool to reset consumption habits.

Consumerism contributes significantly to global emissions. The fashion industry alone is responsible for 10 percent of annual global carbon emissions, according to the UN. Avoiding impulse purchases in fashion and electronics helps reduce one’s personal carbon footprint.

Like YouTube videos, the subreddit r/NoBuy has a growing number of members sharing motivations and progress. But social media apps have played a paradoxical role, fuelling both overconsumption and anti-consumption. Though not all influencers do so, there are a growing number who promote conscious consumption alongside product reviews, changing values in their audiences.

Vogue Business notes that younger consumers are embracing the "Rule of 5," a personal pledge to own no more than five items in each category.

In fact, backlash against greenwashing has also pushed people into the no-buy movement, as consumers grow skeptical of labels with 'green claims' that don't seem genuine.

The 'Things I Won’t Be Buying' movement is a personal finance trend and a broader reconsideration of what matters and what is worth buying.

While it is absolutely okay not to start it immediately, simply adopting the principle of buying only what you use and need is likely to continue changing consumer behaviour in the years to come.