The “No buy January” trend is more popular than ever this year
You’re likely familiar with “dry January,” where the goal is to avoid alcohol for the entire month and start the year off right. Well, that resolution just got a new cousin: No buy January, which… needs no explanation — it’s exactly what it sounds like: consumers attempting to go an entire month without buying a single thing.
This anti-binge trend started a while back, but it’s really taken off this year. NerdWallet recently conducted a survey on this and found that just over a quarter (26%) of Americans have ever attempted this, and 12% of those joined the ranks in 2026. The backdrop isn’t all that contrasting either — January is a common conduit for slower spending as consumers try to overcompensate for the holidays, which is often our most spend-happy quarter of the year.
Zooming out, though, this movement is just a pocket of frugality amid strong consumer spending overall. Despite persistent concerns about lingering inflation, interest rates, and a labor market that seems to be on the rocks, Americans have continued to spend. Retail sales climbed in both November and December to close out the year, and the most recent Q3 GDP print showed unexpectedly strong growth as well.
Reconciling all of the conflicting signals is pretty simple: Everyone’s personal finances are, well, personal. Some are taking on no-buy January as a corrective challenge, while others are still feeling quite good and spending generously. Meanwhile, economic uncertainty around inflation, rates, politics, and the labor market abounds — and those are also often subject to interpretation.
The takeaway: Focus on your money — not anyone else’s.
Answers to your questions
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