What Is ‘Don’t Buy 2025’ Challenge Popular on Social Media?

A TikTok trend encouraging people to challenge themselves to spend less has garnered plenty of attention on the popular social media app—but what is it?

What Is The No-Buy Trend?

Taking part in the latest no spending challenge—known as No Buy 2025—means eliminating pretty much all non-essential purchases, including but not limited to new clothes, make up, furniture, eating out, ordering takeout and other things. Of course, the essentials like groceries, hygiene and cleaning products aren’t part of the rule—and spending for emergencies is also fine.

A variety of creators sharing their hacks and rules for a successful year of no buying. Content creator @rebecca.sowden recently unveiled her detailed and stringent no buying plan in a video that has attracted 2.6 million views and more than 200,000 likes. Sowden discusses her commitment to the challenge and outlines the specific guidelines she plans to adhere to.

User @thegemden also set up a list of rules for herself, including a ban on buying new clothes, shoes, accessories this year.

“I have plenty of things,” she said in the video. “I’m in a very comfortable position to be realistic with myself and say that I have an outfit for pretty much all of life’s occasions.”

But her rules extend to her state of mind, knowing that she’s likely to buy more when she is feeling a certain way, thus helping to herself keep accountable. She’s barred herself from making “any purchasing decisions while anxious,” or when she’s bored.

Fellow TikTok user @mckenzie.mack decided she would also cut less tangible purchases like streaming services, while allowing herself to use free trials while challenging herself to use the library more. She’s also opting for eating in, hosting games nights with her friends, and finding “low cost hobbies and experiences” rather than spending money on going out.

Not only does the no-buy stop you from spending hard-earned money on what could be considered by some more frivolous purchases, those taking part have also said it helps reduce their debt burden and building up savings for the future.

“I would say this year I’m aiming to be a bit stricter because I am potentially losing income due to the TikTok ban and really want to focus on building substantial savings this year,” said user @elysiaberman.

She also said the challenge is helping her promote better behaviors with her spending: “I think the difference is this year I’m not unlearning bad spending behaviors like in 2024; I’m reinforcing good behaviors!”

“Some people think it’s a bit extreme but I think they just don’t understand how stressful living with debt can be,” said Berman. “It’s definitely hard, but life changing, and after a while it’s really refreshing to get off the hamster wheel of constantly acquiring new stuff and being sold to.”