“No transport, no clothing or beauty, no going out, no socialising, no alcohol, no booking trips, no takeaways.” These are the rules 28-year-old Matilda Relefors lived by in November 2023 as part of the viral ‘no spend month’ challenge.
Relefors is just one of many creators on TikTok who has taken part in the trending challenge. The rules are relatively simple: as the name suggests, you’re not allowed to spend money on non-essentials. “I’m only allowed to spend money on rent and bills, and if my dog needs something urgently,” Relefors says. What constitutes an ‘essential’ varies from person to person, however; while
some continue to get manicures and lash extensions, others forbid themselves from
‘topping up’ their groceries in between their weekly big shops or, like Relefors,
socialising. But generally, most forsake small luxuries like new clothes, new beauty products, new home decor, takeaways, and coffees.
Content like this which promotes a more ‘frugal’ lifestyle is hugely popular online. Videos tagged #nospendjanuary currently have
42.7 million views on TikTok, with the hashtags #nospendmonth and #nospendchallenge also racking up
98.2 million and
180.8 million views respectively. In a video which has now been viewed over one million times, creator
Lukas Battle declared ‘loud budgeting’ was ‘in’ for 2024, prompting other creators to jump on the
trend which essentially promotes living within your means. Most notably, the
‘deinfluencing’ trend blew up last year, amassing over
1.2 billion views and counting on TikTok.
www.dazeddigital.com
