What if consumers stopped shopping for fashion?

After a costly festive season, January has become a financial reset for many households. What starts as No Spend January, a short-term pause on non-essential purchases, is increasingly extending into longer commitments such as a No Buy Year, as consumers look for structured ways to curb spending and rebuild financial stability throughout 2026. The trend, amplified on social platforms like TikTok, encourages cutting back on categories including fashion, beauty and homeware.