With many Americans concerned that President Trump’s tariffs will make most products more expensive and possibly tip the United States into a recession, some consumers say they are opting out of spending on a wide range of items.
Instead of shopping lists, they are making “No Buy” lists.
No more outfits destined to be worn only once. No more “just because” T.J. Maxx runs. No more salon haircuts and manicures. No more eating out at restaurants. No more TikTok Shop.
This uncertain economic moment is reinvigorating a trend that took off early this year: No Buy 2025. (See also: “Low Buy” and “Slow Buy.”)
How it’s pronounced
/nō bī/
Even before the tariff threat, in thousands of videos on TikTok, users lamented how their closets and bathroom cabinets were filled to the brim with never-worn boots and years-old unopened face creams. They were unsubscribing from brands’ emails and texts, blocking retailers on X and opting out of personalized ads on TikTok. They promised themselves — and their followers — that they would stick to the challenge for the year.
