If you’ve been keeping an eye on social media or the latest sustainability movements, you’ve probably heard about the ‘no buy’ trend. It’s exactly what it sounds like - a conscious decision to stop purchasing unnecessary goods for a set period, and has gained serious traction this year. On paper, it sounds fantastic. Buy less. Waste less. Save money. Protect the planet. Who wouldn’t be on board? That is, after all, what The Store Collective is all about.
The idea of a ‘no buy’ year isn’t new. It’s been bubbling away in minimalist and zero-waste circles for a while, but with the economic uncertainties of recent times and the growing climate crisis, it’s gone mainstream. In January people took to TikTok and Instagram to document a planned year of 'not buying'. They were swapping fast fashion hauls for thrifting, reusing items they already own, and turning to DIY solutions. So far so good, we're fully behind all of these initiatives.
It's all in response to mass consumerism and overconsumption. And the big players with their relentless advertising, sophisticated algorithms and questionable supply chains play a large part in the planets' woes. But I fear the problem is that the trend doesn’t always differentiate between buying less badly and buying less altogether - and small, independent businesses are the ones most likely to feel the sting.
If well-meaning consumers stop purchasing from small, independent shops in their effort to stick to their no-buy pledge, that’s a huge issue. Many are already operating on thin margins while trying to do everything right: using sustainable materials; paying fair wages; raising awareness and prioritising quality over quantity. They aren’t pumping out mass-produced goods in soulless factories, they're creating thoughtful, ethical alternatives to the cheap stuff that we know we need to avoid.
But if no one’s buying, these sustainable businesses can’t survive (while the big players most likely can). It’s a catch-22: the places offering the very solutions we need for a more sustainable future, are often the first to suffer when people stop shopping altogether. In 2024, we saw more and more of our peers are shutting their doors for the final time because they just can't make the finances work. We lost our shop of three years in West London as we couldn't pay as much rent as the large chain who ousted us and in our subsequent popup location we had a 48 hour notice period constantly hanging over our heads in case the landlord got a better offer (that unit is still empty a year later...)
Unlike the Amazons and H&Ms of the world, small businesses don’t have endless reserves to weather financial storms. For them, every purchase counts. Every loyal customer matters. They aren't sending CEOs into space, or running governments and they aren’t faceless corporations. They’re run by people who pour their hearts into what they do, people who are probably juggling a million things to keep their dream alive. For us, 'ethical' or 'sustainable' aren't just buzzwords; they are commitments that costs money and time.
When you choose to buy from these businesses, you’re not just buying a product. You’re supporting their mission. You’re investing in a way of doing business that prioritises people and the planet. The irony is that if more small, ethical brands disappear, we're left with less choice, a higher proportion of big brands over independents and a less sustainable and ethical shopping landscape as a result.
So, how do we balance the need to consume less and save money, with the need to support businesses doing good work? It’s not about abandoning the principles of the no-buy trend—it’s about tweaking them.
1. Adopt our ‘Shop with Purpose’ approach
Instead of “no buy,” think “mindful buy.” Ask yourself:
• Do I really need this?
• Can I support a local or independent business in buying it instead?
• Is this product made ethically and sustainably?
Buying less doesn’t have to mean buying nothing. It means being intentional with your purchases and prioritising quality over quantity.
2. Buy for the Long Term
One of the core principles of sustainability is longevity. When you purchase from a small business, choose items that will stand the test of time. A high-quality jumper from an ethical brand might cost more upfront, but it’ll last for years, saving you money in the long run. I've had my Dawn x Dare Gabi cardigan since 2021 and it still looks just as great and gets just as many compliments.
3. Spread the Word
Even if you’re not buying, you can still support small businesses. Word of mouth is incredibly powerful and can help drive new customers to brands you love.
• Leave a Google Review
• Follow, like, share, save and comment on social media posts to help the algorithm - find us at @thestorecollectiveuk
The no-buy trend isn’t inherently bad. In fact, it’s a wake-up call for a world drowning in overconsumption and fast fashion (of the estimated 100+billion items of clothing produced every year over 92 million ends up in landfill*). But as we embrace this movement, we need to remember that where we spend our money matters just as much as how much we spend. Small, ethical businesses are the ones challenging the status quo, proving that it’s possible to create beautiful, high-quality products without exploiting people or the planet. If we don’t support them, we risk losing not just businesses but a vital part of the solution.
So, in 2025, let’s make this trend about thoughtful choices, not blanket bans. Because if we’re serious about creating a better world, small businesses need to be at the heart of it.
What are your thoughts? What can you do in 2025 to change buying habits for the better?
I admit I'm not immune to being caught up in big business enticements in my personal life, so I've decided to put my money where my mouth is and cancel my Amazon Prime subscription. I can wait an extra day for a delivery and I have enough (arguably better) TV channels. But I will not stop buying from Independents, instead continuing to only buy what I need and that will last, and to prioritise quality and sustainability over cheap and disposable.
For other local stores in Margate that focus on sustainability and reducing waste, check out Positive Retail and Harbour & Tide.
*Source: https://earth.org/statistics-about-fast-fashion-waste/