When the world is in turmoil, it’s easy to impulse buy.
The sentiment has long been pushed on social media — a quick run to HomeGoods or Target, clicking an Amazon affiliate link, or just keeping up with the latest item drops.
Many Americans, especially female content creators, are pushing back against overconsumption and pledging to buy less — or even nothing beyond essentials — as well as not repurchasing a product they own until it has expired or no longer has use. The campaigns now have coined names such as the “No Buy 2025 Challenge” and “Project Pan.”
Though underconsumption core has been popular, trends such as Project Pan, or finishing beauty products until you hit the pan, have seen a resurgence in January. Many are continuing or beginning low- or no-spend journeys in light of recently proposed economic policies in the new Trump administration. Donald Trump had run for president on the promise of lowering prices.
“When I win, I will immediately bring prices down, starting on Day One,” Trump said at a press conference in August 2024, targeting voters who have been dissatisfied with the price of goods.
But many Americans are still not easing on the economy, despite his promises.
Rylee Marcum, a stay-at-home mom in Central Florida, is taking part in No Buy 2025 and doesn’t plan to opt out at any point this year. Her family of six isn’t saving for anything big. Instead, they are looking to better afford bills, groceries and replenishing household goods. With the challenge, she says her family saves around $100 a week.
“The new administration is a big reason why I’m doing this because I don’t want us to contribute to Trump’s economy,” Marcum said. “That’s just a petty reason… but I don’t think things are going to get any better at all and I’m scared for the future.”
Underconsumption core continues
Consumer confidence fell for the second straight month in January, according to data from The Conference Board, reflecting how consumers feel about the present economy and the future one reflected by the new administration’s policies.
That means Americans are still feeling down about inflation.
Grocery prices are on the rise again. Eggs, impacted by an aggressive strain of avian flu, are approaching record-high prices. Coffee prices hit a new high despite Trump walking back a 25% tariff threat on Colombia. Beef and orange juice prices are also climbing.
The White House confirmed Friday that it would move forward with a 25% duty on Mexico and Canada and a 10% tariff on China.
For Marcum, No Buy 2025 includes cutting out professional nails and haircuts. Her family doesn’t eat out as much or go to the movies unless it’s a special occasion, instead utilizing free resources like parks and libraries. She said she “just can’t afford” impulse buys at Target and Marshalls.