When the going gets tough, many of us turn to retail therapy. But some Americans are flipping the script, choosing to buy less — or even nothing beyond the basics. Dubbed “No Buy 2025” or “Project Pan,” this movement is gaining traction, especially among women on social media.

The idea is simple: don’t repurchase something until it’s completely used up or no longer functional. While trends like “Project Pan” — finishing beauty products until you hit the bottom — have been around, they’ve seen a fresh wave of interest lately. Why? Many are feeling the pinch of rising prices and economic uncertainty.

Take Rylee Marcum, a mom of four in Florida. She’s all in on the No Buy 2025 challenge, cutting out unnecessary spending to save $100 a week. For her family, it’s not about saving for something big — it’s about making ends meet. “I don’t think things are going to get any better,” she admits. “I’m scared for the future.”

Her concerns aren’t unique. Consumer confidence has dropped for two straight months, and grocery prices are climbing fast. Eggs are nearing record highs due to an avian flu outbreak, and coffee costs more than ever. Even beef and orange juice aren’t immune to price hikes.

Sabrina Pare, a soon-to-be mom in Detroit, is also on board. “It’s important to practice buying less now,” she says. “Things are only going to get more expensive.”

For Rebecca Sowden from California, the challenge has already saved her over $4,000 this year. She’s cutting back on spending to save for retirement, pay off her car, and eventually live closer to her husband in England.

Phasion Keel in South Florida is taking it a step further, ditching impulse buys and “buy now, pay later” programs. Instead, she’s focusing on free activities like walking in the sun. “Touch grass,” she laughs. “It’s not all about going into stores.”

With economic policies still up in the air, it’s clear many Americans aren’t holding their breath for relief. Instead, they’re taking matters into their own wallets. Whether it’s a protest against the system or a way to cope with rising costs, the No Buy 2025 movement is here to stay — for now.