The “No Buy” Challenge can re-set just about every aspect of your life.
If you’ve spent way too much on beauty hauls, impulse buys, or yet another oat latte this month, you’re not alone. But what if you hit pause on all those non-essential purchases? Enter the ‘No Buy’ Challenge—a trend that’s taken over TikTok and Instagram, promising a more mindful approach to spending.
From cutting out random Mecca and Sephora splurges to skipping the latest fashion drop, this challenge is all about resetting your relationship with money, decluttering your life, and maybe even saving for that Euro summer trip (because let’s be real, flights are not getting any cheaper). But is this trend actually worth trying, or is it just another social media flex?
What Exactly is the ‘No Buy’ Challenge?
The idea is simple: you stop buying anything that isn’t essential for a set period—whether that’s a month, three months, or even a year. Essentials typically include groceries, rent, bills, and transport, but anything beyond that (yes, even that cute linen set from The Iconic) is off-limits.
The trend gained traction thanks to TikTok and Instagram, where users share their ‘no buy’ journeys—some to curb mindless spending, others to be more eco-conscious, and many to tackle the rising cost of living in Australia.
Why Are Women in Sydney Jumping on This Trend?
According to Dr. Amanda Spry, a Senior Lecturer in Marketing at RMIT University, the ‘no buy’ challenge is trending because January always brings that ‘new year, new me’ energy. But it’s not just about setting financial goals—it ties into a broader shift towards minimalism, ‘underconsumption core,’ and ‘deinfluencing’ (where creators actively tell their followers not to buy into trends).
Living in Sydney, where the cost of living is sky-high, cutting back on unnecessary purchases isn’t just a fun challenge—it’s a survival skill. With rent prices soaring and inflation making everyday items more expensive, sticking to essentials can be a game-changer for financial well-being.
The Perks: Why You Might Want to Try It
- You’ll save serious cash – Imagine how much extra money you’d have if you weren’t impulse-buying yet another Glossier lip balm or another $7 coffee every morning. That money could be going towards bigger goals—like a pilates membership, weekend road trips, or even your emergency savings fund.
- Less clutter, more clarity – We all know the feeling of a wardrobe stuffed with ‘nothing to wear.’ A ‘no buy’ challenge forces you to appreciate what you already own and find new ways to style it.
- More mindful consumption – It’s easy to be swayed by beauty influencers convincing you that you need a 10-step skincare routine. But when you stop spending, you start realising what actually works for you—and what’s just marketing hype.
- Better for the planet – The fashion and beauty industries contribute massively to waste and pollution. Cutting down on unnecessary purchases is one small step towards a more sustainable lifestyle.
The Flip Side: Is It Just Another Social Media Gimmick?
Like any trend, the ‘no buy’ challenge isn’t without its critics.
Dr. Spry points out that for many people, avoiding non-essential purchases isn’t a choice—it’s a necessity. With Australia’s cost-of-living crisis making everyday expenses harder to manage, some argue that the trend highlights privilege.
Another issue? Some users treat the challenge like a diet—restricting spending for a set time, only to binge-shop later. It’s common to see people rewarding themselves with huge shopping hauls after completing their ‘no buy’ challenge, which defeats the purpose.
And of course, there’s always the performative activism side of social media. Some influencers use ‘no buy’ trends for content without genuinely changing their spending habits—think ‘deinfluencing’ a $50 foundation while still buying $500 worth of skincare the next week.
How to Make It Work for You (Without Feeling Deprived)
If you’re keen to give it a go but don’t want to feel totally restricted, here’s how to make the ‘no buy’ challenge realistic and enjoyable:
- Set your own rules – Maybe it’s just a ‘no buy’ on skincare and fast fashion, but you’ll still allow yourself experiences like dining out or fitness classes. Find a balance that works for you.
- Do a pre-challenge audit – Check your bank statements and see where your money is actually going. You might be surprised at how much those little purchases add up.
- Unfollow temptation – If your Instagram feed is full of fashion hauls and beauty trends, give yourself a break from that content to avoid FOMO.
- Swap shopping for experiences – Instead of a new outfit, plan a beach day. Instead of a new skincare product, book a self-care night at home. You get the idea.
- Track your wins – Celebrate the money you’ve saved and the purchases you’ve avoided. Use a budgeting app or even a simple journal to keep yourself accountable.
The Verdict: Should You Try It?
The ‘no buy’ challenge isn’t about depriving yourself—it’s about making smarter, more mindful choices. Whether your goal is saving for a big trip, reducing impulse buys, or simply appreciating what you already have, this trend can be a great way to reset your spending habits.
At the end of the day, it’s all about progress, not perfection. If you slip up and buy that cult-favourite sunscreen or a dress for a special occasion, it’s not a failure—it’s about balance.
So, is it time to invest in a ‘no buy’ challenge? That’s up to you—but your bank account will probably thank you for it.
