I Stopped Shopping—So Why Do I Want More?

I set a goal not to buy clothing for a year, and I’m nearly five months in. The fact that this has been so challenging is a bit baffling. Did I really shop that much before? I don’t think so. But as soon as something is taken away, it becomes more desirable. Lately, I’ve spent an absurd amount of time thinking about a simple black zip-up jacket sitting on my wish list.

It reminds me of when I worked as a nutrition coach: the moment clients labeled a food as “off-limits,” it became all they could think about—until eventually they binged.

A friend told me this goal was pointless, arguing that come January I’ll just buy everything I’ve been saving on a list. “So what’s the point?” they asked. But this same friend regularly cuts out sugar for stretches of time, much like people commit to things like Dry January or 75 Hard. So again—what’s the point?

For me, the value is already clear. Not purchasing things has taught me a lot about my habits and impulse control. By the time January comes around, I’ll have spent far more time considering whether I actually need something. I’ll wear things out instead of constantly replacing them. A year is a Long time!

Take my Birkenstocks, for example—they’re literally falling apart. And yet, I’m getting a full life out of them. Without this goal, I probably would have replaced them already. I’ve realized I prefer to “finish” things before buying more—what Gretchen Rubin would call an under-buyer rather than an over-buyer.

This challenge is pushing me to be more intentional. I still keep a wish list, but I’ve already removed several items after asking myself: do I actually need this, or do I just enjoy adding things to my cart?

Still, 135+ days in (I started on December 15), I’m not entirely sure I’ll make it to day 365. If anything, each day continues to surprise me with how difficult this really is.