This holiday season, something strange happened: Americans spent more than expected, but at the same time, a quiet rebellion was taking shape.
Retail spending rose 4.2% compared to last year, according to a Visa report, driven by online shopping and electronics.
E-commerce jumped 7.8%, and electronics surged 5.8% as people bought high-performance devices in what Visa called a new “AI era.”
Mastercard also estimated that overall spending grew nearly 4% in November and December.
Yet while the numbers show consumers opened their wallets, there’s a growing movement of people who are closing them, for good.
Enter the Buy Nothing Rebellion
YouTuber Jacob Whelan calls it the “Buy Nothing Rebellion,” and he says he’s been living it for decades. “People are fed up with buying crap.”
He said, “The stuff I’m buying is crap. And all this stuff I’m buying, I actually don’t need.”
He believes many are waking up to the fact that most products have become of low quality, from appliances to electronics to household basics.
“They’re literally designed to work for x amount of years or x amount of months in some cases, and then they break,” Whelan noted.
Even seemingly sturdy items often turn out to be plastic with a metal finish, prone to cracking or failing after minimal use.
Corporate Greed and Shrinking Value
Whelan points to “greedflation” and “shrinkflation” as symptoms of corporate greed. Consumers are paying more and getting less, while major brands record sky-high profits.
He noted that CEOs from companies like Kroger and Dow have even said inflation is good for business.
According to NPR, retail analyst Erin Keating explained this paradox in the auto market: “This isn’t everyone suddenly preferring SUVs.
The people who can still afford new vehicles are buying what they want, larger premium vehicles. Everyone else? They didn’t downgrade to a compact car. They left the new market entirely.”
And that split is happening across sectors. Alina Selyukh from NPR reported a split in spending behavior, with wealthier consumers fueling luxury brand sales, while many others have turned to cheaper alternatives like Walmart, TJ Maxx, and thrift stores.
Shoppers Are Still Strategic
Still, many are spending, just more carefully. Visa’s Michael Brown told CNBC that while consumer confidence is low, people are being strategic: “The consumer is uncertain, they’re cautious, but they’re also smart about how they’re spending their money.”
Whelan argues it’s time to stop spending altogether, or at least stop supporting corporations that rely on planned obsolescence and deceptive marketing.
His solution? Buy secondhand, shop local, and embrace minimalism.
Used, Local, and Built to Last
He says around 90% of what he owns is used: his cars, electronics, and even his TV.
He scours Facebook Marketplace for deals, sometimes finding like-new items for a fraction of the original price.
“You can even find free stuff a lot of times that is in working condition and you don’t have to spend a dime on it,” he said.
He also encourages people to buy food from local farms and butcher shops instead of chain grocers. To help, he created a free directory with more than 7,200 listings.
“There are thousands upon thousands of very eager farms and local businesses that would love to have your business,” he said.
Less Stuff, More Freedom
What Whelan is pushing isn’t just frugality, it’s a philosophy. He calls out how consumer culture changes with age.
“When we’re young, there’s all this stuff out there that we can’t afford. Then we get [to our] 30s and 40s and…we’re now buying. And then we get 40s and 50s and above and now we have too much crap.”
Now he’s scaling back even more. Selling off possessions. Eating simpler. Living leaner.
And he’s not alone. The growing popularity of thrift stores, local markets, and minimalist living suggests more Americans are getting tired of overpaying for junk.
The irony? Many thought they were stretching their dollars this holiday season. But if Whelan’s right, the real savings come from not buying at all.
Voting With Your Wallet
“Every single dollar that we spend is a vote cast,” he said. “Where our money goes is where the business goes. That’s the way it’s always been.”
Whether or not the Buy Nothing Rebellion turns into a long-term shift, it’s tapping into a deep frustration. People aren’t just budget-tight.
They’re fed up. And maybe, just maybe, they’re finally done buying crap they don’t need.