What is “no-buy year” and why it’s trending

The idea originated as a response to the avalanche of online and offline advertising. Marketing practices play on our emotions to make us buy more and more things – many of which end up sitting unused in our closets. Overconsumption is often associated with online marketplaces that have it all, from makeup and clothing brands to home decor. Since the price is usually on the lower side and the delivery often takes just a couple of days, jokes about bottomless online carts have become colloquial globally – and Russia is no exception. Here, one marketplace has even launched a campaign referencing all the “pay for her cart” memes circulating online.

Unsurprisingly, the no-buy trend resonated with many worldwide, with countless communities and support groups sprouting online. According to its proponents, if you “simply” – we’ll get to the “how” in a moment – quit shopping, you can learn to be content with what you already have, avoid overconsumption, and save up a bunch.

Typical no-buy rules

As with any “challenge,” you can choose your level of difficulty, but there is a recommended first step: declutter, physically and digitally. Apart from cleaning your space, you might stumble upon things bought but left unused, books left unread, or any no longer needed subscriptions you keep paying for. This will help you determine the no-buy rules most relevant to you (and also donate or sell anything you no longer need). 

Among popular things on “no-buy” lists are: 

• clothes (particularly duplicates of items you already have), 
• daily takeouts, 
• makeup and skincare, 
• home decor, 
• books (turning to libraries instead), etc. 

Some users also mentioned, for instance, not skipping pre-booked workout classes. By limiting any of your expenses, you are automatically saving quite a lot, even if it doesn’t immediately feel this way. You can do an estimate of your monthly spending in a category you decide to cut down on, and start a savings account that you’ll top up every month with all the money saved. By the end of the month, you’ll feel very financially savvy!

Additionally, some like to make “green” or “buy” lists instead to make sure they only stay within the “allowed” categories. These typically include groceries (naturally), gifts, travel, health expenses, fitness, social or cultural outings (limits may apply here, too), and others. Hobbies deserve a special mention: some users decide to include the expendables for the hobbies and crafts they practice on the “buy” list, but limit purchases for any new activities (at least without prior consideration). The idea here is to shift the focus from “things” to everything else present in your life, especially social connections and other joys unrelated to consumerism. 

Personal tips: making it work

Just like with most undertakings, it’s important to know why you’re doing it. What’s mindful consumption for you? How does it align with your overall goals? Why would you like to consume less? Ask yourself questions like these to get a clear vision of what you’d like to achieve. And let the answers guide you! It’s easier to take small steps when they are a part of a big picture, leading you to a lifestyle you love.

Here’s a trick to fool yourself a little bit: when shopping online, order items that won’t be delivered for a while instead of going for the fastest option, and pay for them upfront. This eliminates the instant gratification that often comes with consumption and makes you excited to wait for your parcel to arrive, all while satisfying the need to buy something new. Cause, you know, you already did! You just need to wait for it. Call it “girl math” or something, but it works. 

Another way to trick your mind is to make a wishlist with all the things you want to buy – and add to it whenever you feel the urge to purchase something. See an ad for a funky T-shirt? Add it to the list. Walking by a ceramics store and now you want a new mug? Add it to the list. Let it all pile up. Once you write it down, the thought stops nagging you, and once you let it sit for a bit, you can evaluate it clearly. Most of the time, you’ll find you don’t actually need it. You’ve just been influenced to think that you do. 

Make that savings account mentioned above – the one where all you’ve been spending mindlessly will go to instead. Better yet, set a goal for it: you’ll use this money to go on holiday, it’ll pay for a course you need for your career, or maybe it will be the start of your emergency fund – an account you’ll be able to rely on in times of need. Seeing this number grow will be the best motivator!

Learn more about staying sustainable in St. Petersburg here.