"No Buy January" Is Back

The No Buy trend has been circulating for years But as anti-consumerism and overconsumption become trending topics, No Buy January garners all the hype on TikTok.

If you're new to the trend, its all about financial discipline. No more weekly sneaker drops and definitely no more brunch with the girls -- well, for January, at least. According to Ally finance platform, No Buy January requires you to "Make only essential purchases like groceries, rent and utilities instead of spending on non-essential items for a set period of time. That means no splurging on skincare or nights out at the comedy club."

@chatswithchass What else shouod i add? #nospend2025 ##overconsumptionculture##greenscreen ♬ original sound - Chats with Chass

With the 2024 introduction of TikTok Shop, many users have complained about the growing number of -core's that seemingly encourage overconsumption. For example, if you stumble upon a new aesthetic on the app, one accidental swipe to the left will showcase hundreds of similar items -- whether you were looking for them or not.

Given hypebeast nature, some may struggle with the lifestyle change more than others. Naturally, some users are attempting to help other save, too. But it seems influencers have become more and more out of touch as one recommended a 1,200 USD clothing rental over buying new, high quality sustainable clothing.

Truthfully, the trend really just has the TikTok girlies arguing in the comments as they each attempt to pull themselves out of the thralls of overconsumption.

Best of luck, baes!

While you're here, SZA is adding new songs to Lana.

Click here to view full gallery at Hypebae