Who else has been absolutely bombarded by sales emails over the last few weeks?
Every inbox refresh seems to bring another “last chance”, “must-have” or “just for you” offer. And then there’s social media – glossy adverts, perfectly targeted, popping up just when you didn’t know you wanted something.
I’ll be honest: I am just as drawn in as the rest of you.
So when Emily encouraged us all to join Keep Britain Tidy’s Buy Nothing New Month this January, my first reaction was enthusiasm… quickly followed by realism. This is going to be a hard one for me.
I’ve got a family holiday at the end of the month, which usually comes with last-minute purchases and “just in case” items. And to add to the challenge, I’ve also lost my computer mouse – the sideways ergonomic one I use because of arthritis in my hand. Ironically, my Mouse Mat Christmas gift is looking rather lovely on my desk, while the actual mouse seems to have run away over Christmas. I’ve searched everywhere. I suspect that the moment I replace it, it will magically reappear.
So, with full transparency, I’ve decided I’m going to join Emily and give Buy Nothing New Month my absolute best shot… apart from a new mouse.
I should also admit that I did a tiny, tiny bit of sale shopping before 1 January. There’s one particular company I buy from, but only when the sales hit. I waited, I planned, and I bought what I genuinely needed. That’s part of the reality of this challenge too – it’s not about perfection, it’s about intention.
Over the years I’ve tried charity shop buying, especially for clothes, but it’s never really worked for me. My size and shape often meant things didn’t fit quite right, and many purchases ended up going straight back to charity for resale. While second-hand shopping works brilliantly for some people, I’ve learned that it isn’t always the most practical or sustainable option for everyone.
And that’s exactly why this campaign matters so much.
Why Buy Nothing New Month Is So Important
Buy Nothing New Month isn’t about guilt, shame, or never enjoying nice things again. It’s about pausing. About noticing how often we’re encouraged to buy without thinking – and what that constant consumption costs us.
Buying less:
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Reduces waste and pressure on landfill and recycling systems
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Cuts down the demand for resource-heavy manufacturing
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Helps us save money during an already expensive time of year
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Encourages us to value what we already own
At its heart, this campaign is about building better habits for the long term, not surviving one perfect month.
As Keep Britain Tidy put it, Buy Nothing New Month is about “discovering the joy of repairing an old item, building positive habits for the year ahead and helping people reduce the strain on their wallet and the planet.”
What Keep Britain Tidy Encourages Us to Do
Participants are encouraged to avoid buying anything new during January and instead:
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Repair items that are broken
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Borrow or swap instead of buying
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Buy second-hand where it works for you
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Use up what you already have
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Rethink whether a purchase is really needed
They provide a range of optional resources if you want to download the full set sign up. I personally plan to complete the intention-setting sheet, because that feels helpful and grounding. Some of the other tools feel a bit overkill for me – and that’s okay. This campaign is flexible. You don’t have to do everything to do something.
Practical Ideas for Getting Through the Month
If you’re thinking of taking part, here are a few realistic ideas, those in blue are the guides:
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Pause before purchasing – even a 24-hour wait can change your mind
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Fix small things (like buttons, loose seams, or wobbly chair legs) –Replace Buttons
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Keep electrics in check – extend the life of what you already own – Keeping electricals in shape
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Upcycle or repurpose items rather than replacing them – Upcycling ideas
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Unsubscribe from marketing emails that tempt you most
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Set your own rules – life happens, and exceptions don’t mean failure
Progress, Not Perfection
I know January will test me. I also know I won’t get it 100% “right”. But Buy Nothing New Month isn’t about being flawless – it’s about being more mindful, more intentional, and more aware of the impact our choices have.
If you slip up, you haven’t failed.
If you need one essential replacement, you’re still doing your bit.
If you simply buy less than usual, that already matters.
If you’d like to take part, you can sign up via Keep Britain Tidy and join thousands of others giving it a go this January.
Let’s see what happens when we pause, repair, and rethink – together. Check out my Circular Living blog which talks about the repair Cafes in the region and options for Hiring tools.
