No Buy 2026: the “no-buy” trend comes from Generation Z

By: Trademagazin Date: 2026. 01. 19. 10:44

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The “no buy” and “low buy” challenges, which gained momentum on TikTok, are spreading spectacularly in early 2026: some of Generation Z consciously curb impulse purchases and tie them to pre-established rules on what they spend. The trend was summarized in the press by Ivett Werderits, citing examples from North Jersey and Newsweek, among others.

The no buy is the stricter version: participants are only allowed to spend on unavoidable expenses (housing, utilities, food, health), and all “nice to have” items are temporarily banned. Low buy is more flexible: the limits are individual (for example, 1–2 items of clothing per month, less often a toy), but the essence is the same: replacing the “I deserve it” logic with planned spending.

From a commercial perspective, the most sensitive categories are fashion, beauty care, perfume, home decor and viral “gadgets” – that is, those where trends and quick replacement drive sales. The challenge for retail is not an absolute stop to sales, but rather a signal: customer demand for a transparent value proposition, durability, repairability and “smart” discounts is increasing instead of constant sales noise.