TikTok's 'No Buy 2025' Movement Surges as Americans Brace for Recession and Trump Tariffs

The 'No Buy 2025' movement is gaining traction on TikTok as U.S. consumers face economic uncertainty, recession fears, and new tariffs from former President Donald Trump. The movement encourages reduced discretionary spending, with users sharing budget tips and minimalist lifestyles. The Consumer Confidence Index dropped to 92.9 in March 2025, and tariffs on Chinese imports are increasing costs. TikTok serves as a financial support network, with creators offering 'recession hacks.' This trend reflects a cultural shift towards intentional spending amid rising prices and geopolitical uncertainty.

A Digital Rebellion Against Consumption

The “No Buy” movement, also referred to as “Low Buy” or “Slow Buy,” is not new, but it has found renewed relevance in 2025. On TikTok, thousands of users are documenting their commitment to spend less, sharing personal stories, budget hacks, and minimalist lifestyle tips. The hashtag #NoBuy2025 has become a hub for content creators who are rejecting consumerism in favor of financial discipline.

In one widely shared video, a user walks viewers through her “No Buy” list: no new clothes, no takeout meals, no beauty treatments, and no impulse purchases from TikTok Shop. Instead of shopping hauls, creators are posting “unhaul” videos, showcasing items they’re decluttering or returning. Others are unsubscribing from brand emails, blocking retail ads, and even changing their social media algorithms to avoid temptation.

Bonnie Arbittier, a health tech worker from Philadelphia, told reporters she saved over $1,000 by following a no-buy lifestyle. “When I add to my ‘wish list’ instead of my cart, I get the same endorphins I used to get from clicking ‘Buy Now,’” she said. Another participant, Hamer, a pre-K teacher and part-time photographer, reported saving $5,000 since January by eliminating fast food and other non-essential expenses.

Economic Anxiety Fuels the Trend

The resurgence of the No Buy movement coincides with a sharp decline in consumer confidence. According to the Conference Board, the Consumer Confidence Index fell to 92.9 in March 2025, its lowest level since 2021. A poll by the Associated Press-NORC Center for Public Affairs Research found that about half of U.S. adults are “extremely” or “very” concerned about a potential recession in the coming months.

This anxiety is not unfounded. The Federal Reserve has noted that consumer sentiment remains significantly below pre-pandemic levels, even as retail spending has held up. The disconnect between how consumers feel and how they spend is narrowing, with more Americans now aligning their behavior with their economic outlook.

Tariffs Add to Financial Pressure

Adding to the economic strain are new tariffs introduced by Donald Trump, who has returned to the political spotlight with aggressive trade policies. The administration has imposed tariffs of up to 245% on Chinese imports and eliminated the “de minimis” rule that previously exempted shipments under $800 from customs duties. As of June 1, products valued under $800 will be taxed at either 30% of their declared value or $50 per item.

These measures have already begun to ripple through the economy. Companies like Procter & Gamble and PepsiCo have warned of rising costs, and wholesalers are notifying retailers of impending price hikes. According to a report by MarketResearch.com, the tariffs are reshaping global supply chains and forcing businesses to rethink pricing strategies.

Consumers are bracing for the fallout. A majority of Americans expect prices to rise significantly due to the tariffs, with 6 in 10 expressing deep concern about the cost of groceries and nearly half worried about big-ticket items like cars and appliances.

Social Media as a Financial Support Network

TikTok has become more than just a platform for entertainment—it’s now a financial support network. Creators are sharing “recession hacks” that range from meal prepping with canned tuna to learning how to sew and repurpose old clothes. These videos often go viral, resonating with viewers who are also looking for ways to stretch their budgets.

In January, Google searches for “no spend challenge” hit an all-time high, reflecting a broader cultural shift toward intentional spending. The movement is especially popular among millennials and Gen Z, many of whom have lived through at least one major economic downturn and are wary of repeating past mistakes.

Mylena Sutton, a 48-year-old from Voorhees, New Jersey, said she adopted a low-buy lifestyle to prepare for economic uncertainty. “For me, it’s about being more intentional about how I spend my money and recognizing I need to save more of it,” she said.

Spending Patterns Begin to Shift

While some economic indicators suggest that consumer spending remains resilient, there are signs that behavior is beginning to shift. Mastercard’s real-time transaction data showed a 1.4% month-over-month increase in retail sales in March 2025, but analysts caution that this growth may not be sustainable if consumer sentiment continues to deteriorate.

Retailers are already adjusting their strategies. Influencer-driven content is increasingly focused on budget-friendly finds and “shop with me” videos that emphasize value over luxury. According to New Engen, a digital marketing firm, brands that blend nostalgia with Gen Z’s demand for convenience and personalization are seeing the most engagement.

Meanwhile, the back-to-school season, typically a major retail event, is being approached with caution. With households spending 170% more per college student than K-12 shoppers, families are prioritizing essentials and turning to social media for cost-saving tips.

A Cultural Shift in the Making

The No Buy 2025 movement reflects more than just economic anxiety—it signals a cultural shift in how Americans relate to consumption. In a time of rising prices, geopolitical uncertainty, and volatile markets, many are choosing to opt out of the spending cycle altogether.

Whether this trend will endure beyond the current economic climate remains to be seen. But for now, TikTok’s frugal influencers are helping millions of viewers navigate financial uncertainty—one skipped purchase at a time.

References

• As Recession Fears Rise, ‘No Buy’ Takes On New Urgency
• Companies are ramping up warnings about the effects tariffs may have on bottom lines — and consumers
• Trump tariffs live updates: Trump sees deals within weeks, China reportedly eases chip levies
• How a no-buy or low-buy lifestyle can help you save money and be a more intentional consumer
• TikTok creators are sharing their 'recession hacks'
• Tracking consumer sentiment versus how consumers are doing based on verified retail purchases
• Consumer Spending Defies Fears: Why Investors Should Trust Data Over Sentiment
• The Impact of Tariffs: Expert Analysis from Leading Market Research Firms
• 2025 Late Summer Social Trends CPG Brands Must Know