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Recently, several friends invited Maggie Miller to take the kids to the trampoline park for a play date. Another friend invited her and her husband to dinner.
Miller wanted to go to both events but said no. She’s trying to save money.
Her family is taking part in the July purchase, a growing trend in social media that encourages consumers to buy only essentials and refrain from purchasing things they don’t need.
Those participating say it is a good challenge and a way to save. Financial experts say exercises of intentionally controlling your spending are good ones with several benefits.
What is the July purchase?
July purchases may have different rules based on who is doing it, but essentially the challenges allow you to continue spending on items you need, food, gas, bills you need to pay, household, unexpected medical expenses, etc. However, discretionary items, travel to shops, or additional online shopping is off limits, just like spending money on eating out.
Or at least that’s the goal. Some say they have managed to avoid purchasing extras, while others say they have a “slip-up.”
NO BUY July offers a purchase suspension
Miller, who lives in Gilbert, Arizona with her husband and two young children, did nothing a few weeks ago. But the July purchase didn’t come at the right time, she said.
“I said, ‘Yeah, it’s catchy. I like it. And there was a June we really spent,” Miller said. Their daughter’s birthday and birthday party was June too.
Joining No Buy in July is “a way to force yourself to ask, ‘Do you really need this?'” Miller told USA Today. “Looking back at the end of the month, I asked, “Where are your spending habits? Where are they triggered?”
Miller shares that he will not pay July experience on his Instagram account, MoneySavingMotherhood. She started an account about a year ago and said she is sharing real tips on budgeting and saving money as a mother working with her family.
A simple mom has a win or loss
Miller said it was because she was frugal and not “always spending all the time.” But there was a moment like when her girlfriend texted Miller and the kids to ask if they wanted to go to the trampoline park, Something that’s become a little difficult. At 115 degrees in Arizona, Miller said the idea of fun activities in air conditioners is fascinating. She said it would be difficult to refuse dinner invitations as well.
“It’s hard to say no, but I think it’s a good exercise to practice,” she said.
In an Instagram post in the second week of the challenge, Miller outlined her expenses.
- Regular invoice: $291.88 (subscriptions such as streaming services included $21.65, but it makes no sense to cancel and restart the mirror for a month).
- Unexpected costs: $696.74 (it cost $500 after a garage door broken and cost $96.74 for palm trees and a new sprinkler).
- Other household expenses: $72.46 (this included buying household staples like laundry detergent and sunscreen to get great deals on Amazon Prime Days, but she refrained from purchasing additional items).
- No need: $60.14 (Miller said this was theoretically “smashed down” by her going to a thrift store and buying some dresses. “It was totally unnecessary,” she said.
Be kind to yourself. “Confusion” is fine
Miller said he would consider recycling trips and buy “disruption,” but she said she would not give up not buying in July and would encourage others to do the same if they encounter a set-up.
Miller said it was still okay to forgive herself and continue.
She has an Instagram page about her modest living and budget, but “I’m just as sensitive as dealing with myself to something,” she said. “Miller vows not to seduce himself by going near the thrift store for the rest of his challenge.
“I know that’s my pitfall,” she said.
No Buy Jury Concept’s favorite financial planner
Kelly Renner, a certified financial planner in Augusta, Georgia, hadn’t heard of her not buying in July, but she loves the concept and encourages her clients to do similar exercises from time to time.
“If you pay attention to spending, you spend less. It’s a good reset to try, even those who follow the budget and probably fell,” Renner told USA Today. She also challenges spouses to challenge each other and see who can save the most during the challenge.
The fraud in the spending challenge is “If life events occur outside their control, it can be more mentally defeated. But as long as they can overcome and try again, it’s still a victory over failure.”
“We’ll take this concept a step further and challenge people to make it a permanent trend. You’ll be amazed by the remaining extra money at the end of the month,” said Birshafranquil, a certified financial planner in New Canaan, Connecticut.
Shafransky told USA Today if people are going to follow the No Buy July Concept, “When they appear in August, you need to continue disciplinary action and feel the urge to buy everything you suppressed. It’s like eating a very strict diet.
I encourage others not to buy July
Naomiservis, of North Kingstown, Rhode Island, already considers himself frugal. There she said that when she heard about it, she didn’t fully accept shopping in July.
“I hate shopping in the store, so I keep everything down and don’t buy things online,” Celis said. “It’s a really great concept and I hope more people will adopt it.”
Serviss regularly uses local No Buy Facebook groups to provide and get items. She got items like bookshelves and guitar holders.
In July, Selvis skips her once a month at a 50% off discount for certain age groups.
Celis said she told her friends and family to join without buying in July.
Retailers are struck by consumer vigilance
Craig Rowley, senior client partner retailer at global HR consulting firm Korn Ferry, is increasingly curbing spending as consumers worry about inflation, tariffs and retailers being hit.
Rowley, who heads the company’s consulting retail operations, said he doesn’t know how to plan his business because of a lot of uncertainty. He also said that retailers have completed their purchases for the spring 2026 season and that they don’t know how this Christmas season will bring tariff and inflation pressures.
“Retail is a function of consumer trust. When people are happy and doing well, they’ll spend their money. They’re going to put in credit cards,” Laurie told USA Today. “They’re going to buy what they want, not just what they need. When they’re nervous and uncomfortable, they’ll see what happens. They’ll sit on their wallets.”
Rowley said there are other similar concepts like Frugal February, where consumers are closing their budgets after spending holidays in July. All social movements, including shoppers boycotting certain retailers for the rollback of diversity, equity and inclusive efforts, are hurting retail sales, Laurie said.
He hasn’t heard his clients talk specifically about not buying in July, but “they’re even more concerned about the fact that it’s a late year.”
Rowley believes July will be a tough month for retailers as consumers are struggling with spending less and financially struggling, but retailers are hoping to return to school sales and purchasing in August.
Betty Lin-Fisher is a consumer reporter for USA Today. Contact her at blinfisher @usatoday.com or follow her on X, Facebook, or Instagram @Blinfisher, @Blinfisher.bsky.social.. Sign up for our free daily money newsletter. This includes Friday’s Consumer News.
