When I was a teenager, way back in the last century, the things that were “trending” had names like Levi’s 501s, ra-ra skirts and Rubik’s Cubes. Now, thanks to the internet, absolutely anything can be turned into a trend — a cost of living crisis or being a bit skint after a divorce. Let me explain. Something called No Buy 25 is trending online, especially in the States, as millions of people “challenge” themselves to shop less this year. Searches for “no buy challenge” are up 40 per cent year-on-year, while “no spend challenge” searches have rocketed, according to Google.

We’re all feeling the pinch, but it’s being turned into a kind of competitive sport — which means people are boasting about not shopping on