No Buy July: How Changing Your Material Habits Can Support Your Mental Health

In today’s culture of instant gratification and nonstop marketing, it’s easy to fall into the trap of emotional spending. However, an emphasis on materialism and overconsumption can take a toll on mental health. Learn how No Buy July–a month-long break from unnecessary spending–can increase your sense of control and support your overall well-being.

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What is No Buy July?

No Buy July is a challenge in which people commit to only buying essential items during the entire month of July. Throughout the month, participants only spend money on necessities, such as:

• Rent or mortgage
• Groceries and household needs
• Bills and utilities
• Insurance
• Transportation

This also means that participants don’t spend money on any extras, such as:

• Eating out
• Entertainment
• Travel
• Clothing
• Home decor

There are no hard and fast rules about what does and does not count as essential. The goal is simply to eliminate expenses that go beyond what you need to survive. The challenge can be used to curb a shopping addiction, work toward a goal of being debt-free, or reset your mindset regarding money. If No Buy July seems impossible, you can always challenge yourself to a “Low Buy July.” Any progress is better than none. 

The emotional and financial debt associated with emotional spending

Have you ever participated in retail therapy? After a hard day at work, maybe you bought the new pair of shoes you’d been eyeing or decided to ignore your fridge full of food and order takeout instead. Using shopping as a coping mechanism isn’t a new concept, and while research is still limited, the act has grown so much in popularity that the Spending as Social and Affective Coping (SSAC) scale was developed in 2019. 

The dopamine boost provided by a new purchase can cover up uncomfortable emotions or provide momentary happiness. However, because you didn’t address the root of your distress, the relief tends to be short-lived. This can lead to more spending and create an expensive cycle that’s hard to break.

Challenges like No Buy July may create space for you to notice these spending patterns and explore what’s causing your behavior. When you eliminate the option of buying a treat every time you feel down, you can develop healthier ways to respond to your emotions. 

The mental load of constant consumerism

There’s a reason we turn to shopping to cheer ourselves up. TV commercials, radio advertisements, and social media influencers typically share one common goal: They want to convince you to buy something. In a BBC article titled “How the world embraced consumerism,” the author asserts that “consumption is now frequently seen as our principal role in the world.”

However, the constant pull to buy and spend can take a toll on mental health. Research suggests that people who focus on their material possessions may experience lower life satisfaction. The pressure to keep up with the latest trends can also fuel insecurity and low self-worth. 

How No Buy July can improve your mental health

Many people choose to participate in No Buy July for financial reasons, such as growing their savings or paying down debt. However, committing to a low-spend month can also come with mental health benefits. 

Breaking the cycle of emotional spending

Shopping is frequently used to cope with stress, sadness, and boredom. In fact, polls suggest that around 70% of people in the US have participated in emotion-driven spending. However, the surge of dopamine that typically accompanies a purchase is often followed by guilt. A no buy challenge can disrupt this cycle and encourage healthier coping strategies like going on a walk, checking in with a friend, or journaling. 

Reduces decision fatigue

An abundance of options may sound ideal but can quickly become overwhelming. Research shows that choice overload can result in decision paralysis, regret, and decreased satisfaction. Choosing between three items is often much easier than choosing between thirty. 

No Buy July can address this in two ways. No shopping (beyond the essentials) means you’re not scrolling pages of products to decide which new item you’ll purchase—there’s no decision to be made. In addition, when you are buying fewer things, you have fewer to choose from within your home. 

Promoting mindfulness and intentional living

Along with actually buying items, individuals often participate in “online window shopping,” where they browse websites and shopping apps without the intention of buying anything. When you’re not constantly thinking about what to buy next, your mind may be better able to focus on the present. No Buy July can help you develop awareness around what you need versus what you want. It may even help you identify the emotional stimuli behind your spending habits. 

Reducing financial stress from debt and helping you save money

The average single, childless person under 55 owes $2,000 on their credit card and $14,000 on their car loan, along with their mortgage and student loans. Spending less money on unnecessary expenses generally allows you to put more money toward debt and into savings. This may provide a greater sense of control over your financial situation and better prepare you for the future. 

Limiting clutter and mental overload

Cluttered spaces have been linked to increased cortisol and a decreased ability to focus, meaning that owning all the stuff can prevent you from experiencing peace in your own home. Less buying means fewer items coming into your home. That’s fewer items to keep clean, maintain inventory of, and give mental space to. 

Building self-esteem and willpower

Have you ever made a purchase and instantly regretted it? It can almost seem like you have no control over your bad habits related to spending. When you remain committed to a no spend month, you might experience pride in your ability to stop impulse shopping and improve your self-control. 

Encouraging gratitude and contentment

Research suggests that materialists find it hard to be grateful for what they already have. Choosing not to buy new items can help you develop an appreciation for what you currently own. You may begin to notice how long your cell phone has continued to serve you well or see your hand-me-down couch in a new light. Shifting your mindset to be thankful for what you have can quiet the “not enough” mantra that may be playing in the back of your head. 

Inspiring creativity

It can be tempting to buy a new outfit for an event or purchase a replacement the moment something breaks. When that’s not an option, you may be forced to look at your situation in a new way and determine how you can use what you already have.

How to save money during No Buy July

When you’ve always been able to buy things on a whim, you may need to prepare for a month of only purchasing the essentials. Plan ahead to help yourself stay on track. Set clear rules about what’s essential and what’s non-essential so you’re not caught off guard in an unexpected moment, but remember that discernment may be required. For example, this isn’t the time to buy a new phone, but if your phone breaks, it would likely be necessary to replace it. 

Stay motivated not to spend money

Because so much of today’s culture encourages consumeristic behavior, you can expect to be tempted to spend money on non-essentials throughout the month of July. Plan ways to avoid possible weak points ahead of time.

• Delete shopping apps from your phone
• Unsubscribe from marketing emails
• Create a “buy later” list to revisit after July
• Be honest with friends about your commitment and suggest free social activities
• Track every “no buy moment” and add up how much money you saved throughout the month
• Unfollow social media accounts that lead to comparison or FOMO

Make a plan for what you’ll do when you feel tempted to buy something. You might switch from a shopping app to a music app or bring a snack from home when you meet up with friends. As with any other behavior, you’ll likely find it easier to stick to your non-spending habits as more time passes. 

Building your long-term habits after No Buy July

Building strong personal finance habits after No Buy July is about turning one month of mindful choices into a new lifestyle that supports your mental health and financial well-being. It can be easy to slip back into old spending patterns if there’s no plan to carry you forward. 

Reflect on your No Buy July

At the end of the month, take some time to think back on what you experienced. What did you miss buying? What were you okay to do without? How was your mental health impacted? These insights can help you stay intentional throughout the entire year.

You might also consider what values and long-term goals you want your money to reflect. For example, maybe you’ve always wanted to travel, but you’ve never had the money for more than an overnight trip. You may be inspired to sacrifice other expenses in your life to work toward this goal and begin seeing more of the world. 

Incorporate new habits that don’t require you to spend money

Consider replacing shopping with more meaningful, less costly habits. You might pick up a new hobby to fill the time you once spent scrolling through shopping apps or plan social events that don’t involve spending. If you have been using shopping as a coping strategy, changing your behavior may be easier with the support of a mental health professional. 

With an online therapy platform like BetterHelp, you can meet with a licensed therapist to address your spending behaviors and develop new coping strategies. BetterHelp allows you to message your therapist between sessions, so you can check in when you’re tempted to go on a shopping spree. According to a 2023 study looking at over 27,000 people, online therapy can be just as effective as in-person therapy and often offers reduced waiting and treatment times.