And how to stick with it.
New year, new me is the mantra for many at the start of each calendar year. Once the clock strikes midnight, resolution hopefuls retire old habits and pick up new practices to better their life. One particular trend taking over TikTok in 2025 is No Buy 2025, one that might feel insurmountable for shopaholics like me. Let’s dive into why.
The hashtag #nobuy has amassed over 12,000 posts on the social media platform, with different creators taking to TikTok to share their No Buy plans, rules, guidelines, and updates. For the uninitiated, the No Buy challenge basically means cutting back on spending, specifically when it comes to unessential items, such as clothing. According to CBS News, the trend has a slew of obvious benefits like saving money, stopping overconsumption, and freeing up money to pay off debt. Some less obvious advantages include bettering the environment and improving mental health.
The trend has also made its way to Reddit, with some users cutting back big time in 2025. “I’m not buying any makeup or skincare until I need them,” one replied to a post titled, “Is Anyone Else Doing a 2025 No Buy?”
“Not buying books when I can go to the library,” the commenter continued. “Not buying clothes until I need too.” Committing to cut back on spending and refraining from purchasing any clothes can sound like a daunting task. So, where does one even begin—not to mention, how does one stick with it for a whole year?
Over on TikTok, a successful No Buy year starts with setting a plan. One content creator named Rebecca Sowden shared her "extensive" and strict No Buy 2025 outline in a video that has garnered 2.6 million views and over 200,000 likes. In the clip, Sowden explains that she is partaking in the challenge before sharing the set of rules she intends on following during her No Buy year.
"My rules are extensive," she says in the video. "They're extensive, so buckle up."
Sowden used a green screen filter to show off her list of stipulations. "Number one: No new clothing, period," she starts. "Not even thrifting or anything like that. If I am spending money on it in 2025 and it's clothing, it will not be mine."
Her second rule is "no new shoes," unless her athletic sneakers become worn down. "The only thing that really comes to mind for me are my tennis shoes that I use for working out," she explained. "I can conceive of a reality where those get so worn out that I do need to replace them."
Her third rule states that she cannot buy any new makeup or skincare unless advised by her dermatologist. Other guidelines she set include "no using credit cards for regular daily spending;" allotting herself a weekly allowance of $65 a week for transportation, $85 for food, and $50 for shopping money; and no "decluttering" or getting rid of clothing and shoes.
Other users shared similar lists of tips, including one creator who goes by @inspirachel. Some suggestions she wrote for herself include no buying coffee or tea out, purchasing drug store makeup, and only subscribing to one streaming service at a time.
Here are some other TikTokers participating in the challenge.