The Americans Who Are Going a Whole Month Without Buying Anything
Google searches for ‘No Buy January’ have hit a five-year high as Gen Zers and millennials sign up for the thrifty challenge
This January, Americans aren’t just giving up alcohol. They are giving up buying anything at all.
Fueled by social media, some consumers are starting the new year with “No Buy January.” It is a challenge to eliminate purchases of anything nonessential—like clothes, skin-care products and electronics—for the entire 31 days of January.
Brent Parsons has taken up the idea. His family of five is typically mindful of expenses, buying meat on sale at the grocery store and clothing at a discount.
This year, Parsons, 44 years old, locked the family credit card. Anyone who wants to make a purchase needs to make a case for why gas, fast food and other potential items are needed.
“Basically it was like, 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.
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https://www.wsj.com/economy/consumers/no-buy-january-financial-challenge-cf917b1f