Feb 11, 2026
A lot of people kick off the year by going on a diet. In 2026, one of the trendiest diets involves shopping — or more accurately, not shopping.
It’s ‘No Buy January.’ Instead of cutting back on carbs, people cut back on consumerism.
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According to a NerdWallet survey conducted by The Harris Poll, more than one in 10 Americans joined the challenge this year (1).
Popular on social media, no-buy or low-buy challenges encourage people to stop buying nonessentials for a set period of time.
For some, that means a single day. Others aim for a month, a quarter or even a year.
Essential spending still makes the cut in these challenges. Gas to get to work? Necessary. Groceries? Yes. Rent? Obviously.
But that extra bottle of body wash that smells better than the one in your shower? Nope. Takeout because you forgot to pull chicken out of the freezer? Not so much.
The goal isn’t deprivation, but mindfulness. It’s about noticing where you spend money to make it easier to change bad financial habits.
Why are so many people leaning into the 'no-buy' movement?
For many consumers, it’s appealing because — as 44% of NerdWallet survey respondents shared — “life feels really expensive.”
Despite careful budgeting and even moonlighting as a DoorDash driver, Brent Parsons told The Wall Street Journal it still feels hard to stay ahead.
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“If we don’t take some drastic measures to change our behaviors now, we’re going to be in a lot of trouble,” he said.
That’s why the Nebraska-based IT worker and father of three kicked off No Buy January by locking his family’s credit card. Any family purchase requires a conversation (2).
Even people who aren’t struggling financially feel some urgency to trim their shopping.
New York-based digital marketer Gillian Shieh, 32, told The Wall Street Journal that she took part in No Buy January because she’s worried about her finances, even if her income is OK on paper.
She committed to cut her discretionary spending to $300 from the $1,500 she sometimes spends in a month — forgoing purchases of clothes, skincare, coffee and alcohol and cutting down takeout to a few times a week.
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No-buy challenges aren’t just about saving money. They’re a response to economic uncertainty, job anxiety, and a growing sense that many things right now feel beyond our control.
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Tips to cut back on spending, even if a 'no-buy' month feels too extreme
A full no-buy month isn’t realistic or sustainable for everyone.
The NerdWallet survey found that a third of participants in this year’s No Buy January abandoned the exercise by the time the survey was conducted.
But that’s OK. The good news is that you don’t have to cut spending entirely to see benefits.
Even small changes can help reset your spending habits and free up cash for saving, investing, or paying off debt
Choose one category to rein in
Instead of cutting everything at once, focus on your biggest category of non-essential spending category. For many, that’s dining out, food delivery, clothing or online shopping. Putting limits on just one area can make a huge difference without feeling overwhelming.
Set rules, not bans
Rather than saying “never,” try setting boundaries like eating out only on weekends, capping takeout orders or pausing clothing purchases for 30 days. These guardrails are often easier to stick with in the long term than cutting spending entirely.
Give the savings a job
It can be easier to save money when you have a plan for it. Redirect funds you would have spent on non-essentials toward a short-term goal, such as building an emergency fund, paying down high-interest credit card debt, or covering an upcoming expense like a car repair. Seeing progress makes the habit more likely to stick.
Reduce temptation
Marketing has gotten more effective in recent years. Muting marketing emails, unsubscribing from promotional texts, and unfollowing influencer accounts that encourage spending can reduce the temptation of impulse buys.
Put barriers in place
Impulse spending thrives on convenience. Creating a little friction, like logging out of shopping apps, removing saved payment information, or waiting 24 hours before buying, can help you slow down and make more intentional shopping decisions.
If a full no-buy month feels extreme, remember it doesn’t have to be all-or-nothing. Even scaling back in one or two categories can free up cash and help you see where your money actually goes.
The biggest payoff isn’t what you save in a single month — it’s the new financial habits you create.
Article sources
We rely only on vetted sources and credible third-party reporting. For details, see our editorial ethics and guidelines.
NerdWallet (1); Wall Street Journal (2)
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Danielle is a personal finance writer based in Ohio. Her work has appeared in numerous publications including Motley Fool and Business Insider. She believes financial literacy key to helping people build a life they love.
