This year, TikTok has seen a significant rise in discussions around underconsumption during the holiday season, with users advocating for buying less and reusing items amid festive spending. Influencers like Andrea Cheong, Darwin Arnold, and Charlie Gill share tips on sustainable practices, highlighting how the cost-of-living crisis and environmental concerns are influencing this shift. The trend emphasizes making thoughtful choices over consumerism, encouraging individuals to embrace the essence of Christmas without the pressure of excessive spending.