On April 2, US President Donald Trump announced the implementation of "reciprocal tariffs" on several countries, with an additional 90-day delay for higher rates on certain imports. However, tariffs on Chinese goods were further increased, with some products facing duties as high as 245%. According to The New York Times, many Americans are worried that Trump's tariff policies will drive up prices across the board, potentially plunging the US into an economic recession.
In response, TikTok has become a hub for the "No Buy" movement, where users are creating "no-buy lists" instead of shopping lists. The movement encourages participants to avoid purchasing items deemed non-essential, such as fast fashion, items in T.J. Maxx, salon services, dining out, and even products from TikTok's own shopping feature.
The report describes the "No Buy" movement as a resurgence of a trend born out of economic uncertainty. Earlier this year, even before the tariffs took effect, thousands of TikTok users posted videos lamenting their overconsumption and began taking part in the first wave of the "No Buy" initiative.
Now, with the tariff policy fully in motion, many believe it is time to focus on reducing consumption. One TikTok user shared their decision to add clothing items to their "no-buy list," noting, "These clothes would be taxed anyway."
According to CNN, the impact of tariffs is particularly stark in the fashion industry, where 98% of US clothing items are imported. According to an analysis by Yale University's Budget Lab, US clothing prices could surge by 65% in the coming year, while footwear prices may rise by as much as 87%. Many American consumers favor inexpensive basic apparel, such as T-shirts priced at a few dollars each, which are most severely impacted by tariffs.
As the "No Buy" movement gains traction, Americans are bracing for higher living costs. If the tariff policies persist, consumers may also face layoffs and further economic instability. Cutting expenses has become a necessity for many households.
For some committed to the "No Buy" pledge, the economic uncertainty is causing additional stress. One TikTok user recently expressed their frustration, asking: "Now I have to cut even more spending. Am I supposed to survive the whole summer on croutons? I'm not sure anymore."
(Sources: The New York Times, CNN)
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