Jake and Sarah are two young people from Ohio who got married without the $30,000 wedding ceremony, had a potluck at their house, borrowed their clothes, and invested all their spare money in their home. “Why would we spend on a party if we could own walls?” Sarah says. Their trick? Having a substitution mindset—living life without less, but with more focus on what matters most.
The Budget Rebellion
The revolution is subtly developing by means of “Amazon dupes” and thrifted wedding dresses. Disconnect from “keeping up with the Kardashians” and instead embrace the new trend of keeping it real. Lisa, who used to be a marketing executive in Austin, is a good example. She has started using soap nuts that she makes herself instead of $50 shampoos. “My hair is healthier, and I save $400 a year,” she says. There are plenty of creative ideas on Reddit’s r/Frugal, such as decorating your walls with fishing nets (yes, really) or turning old jars into water glasses.
But this doesn’t mean people are only saving money. It is a direct challenge to the overblown prices and pointless luxuries. When a viral tweet announced that “Trader Joe’s candles > Diptyque,” it was not only excitement—it was a declaration.
The “Why Pay More?” Movement
- Weddings: The average U.S. wedding costs $30,000. Millennials are turning to Spotify playlists instead of liveDJ, and taco are becoming the new mignon of at the catering menus. “We spent $5K total and put the rest into our honeymoon fund,” says Colorado bride Emily.
- Homes: Instead of McMansions, tiny homes and “house hacking” (renting out spare rooms) are becoming very popular. “I bought a duplex, live in one side, and the rent covers my mortgage,” says Kevin, 29.
- Fashion: ThredUp and Poshmark resale grew 300% in five years. Brooklyn artist Zoe says, “I’ll never buy new Levi’s again—used ones are broken in and half-price.”
Beyond Money: The Zen of Less
For instance, Oregon teacher Mia who shoots for simplicity. She makes her own bread, grows her herbs, and unsubscribed from all retail emails. “The bulk of my purchases used to be for boredom, but now I don’t buy much and my life is improved,” she recounts. Psychologists have named this phenomenon the “hedonic treadmill”—one which involves the constant pursuit of purchases that never make us truly happier.
The Dark Side: When Frugal Becomes Extreme
However, not all alternatives are effective. Haircuts done at home (cringe), “meal prepping” which is just rice consumption for the entire week, or merely skipping health insurance to get some cash back are the few examples of substitutions that can backfire. “Balance is key,” says financial guru Dave Ramsey. “Don’t sacrifice sanity for savings.”
The Bottom Line
Living smarter doesn’t have to be all about restrictions—it should be about freedom instead. Freedom from debt, from clutter, and from the need to constantly impress others. As Jake says: “We are not ‘cheap’. We just spend less on what actually does not matter.”
Therefore, the next time you come across a TikTok that features “dollar-store hacks,” keep this in mind: The real flex of America is not money but wisdom.
— Want more? Check out #StealthWealth on TikTok, where 1.2 million people are quietly winning at life.
