The shopping It knows no crisis above all the online one. Ecommerce data describe Italian buyers as real lovers of buying on the net and 61.4% of users of the Bel Paese have declared to make at least one monthly purchase from smartphones or PCs. A good part of consumers (23.9%) instead do shopping on the net at least once a week. A constant growth that clashes, however, with the last trend born on social networks: that of #Nobuy.
Since the beginning of the year, the digital creators who have decided to say enough to compulsive shopping have multiplied to today, launching the trend #Nobuy, which requires you to spend a whole year – 2025 in fact – without buying objects and clothing if not for essential reasons. The reasons that have pushed and continue to push creators and influencers to follow the phenomenon are varied: limit the expense, adopt a more ethical approach, free from superfluous And put a brake on the vicious circle that is established with online shopping.
How the trend works
More than a trend It is a real challengeto which digital influencers and creators decide to adhere consciously. To participate, the Tiktoker establish their rules for #Nobuy, defining what are the essential purchases – to which you cannot give up – and what are the objects to be eliminated to minimize shopping. Once established the rules Of the “challenge”, these are shared in the form of a list on social channels. In Italy the trend on Tiktok is called “No Buy Challenge 2025 Ita” and has already collected hundreds of videos, in which more or less famous influencers dictate their rules for a year in the name of “no buy”.
The appeals of the Creators
Among those who give up buying new clothing in favor of reuse and who tries to save By avoiding compulsive purchases, digital creators push that more and more users follow the example and participate in the Challenge. Among the promoters of the “Nobuy” there is the influencer Rebecca Sowden, who has imposed himself as a Ferrea rule to buy only to replace: “No new shoes unless you consume a couple that I already have to the point of having to be replaced “.
The Italian Maysosour, on the other hand, spoke of his year in the name of savings in a video that attracted the attention of the people of Tiktokdictated a few simple rules to limit purchases and save. A trend that promises to overshadow, at least for a while, the content of unboxing and luxury purchases that are the subject of thousands of views on the web.
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