This holiday shopping season, Americans were projected to spend 7% more than last year.

But our Paul Salman was alerted to a social media trend that, in a world of consumerism, hits pause before pressing the purchase button.

Get ready with me to go on a shopping spree.

It's the perennial end of year messages we've just had to endure in print, on

TV, and all over social media. Buy away, buy away, buy away all. Let's do the biggest shopping

whole ever! We're going to go self-care shopping at Sephora, Ulta, Target.

This is everything that I got.

Let's go through it quickly.

But here's what's also been trending this year.

Hashtag underconsumption core.

I wanted to show you stuff that I've had for literal decades.

My Chi hair straightener from 2010, 2011, somewhere in there, still works great.

Countertrender Diana Weeby was posting videos like this one. You can see I've hit pan on a

couple of these, a couple of my faves, but it's still good. It's rejecting what influencers and the

companies behind them are trying to get you to do, which is buy more and buy it right now.

It's a younger generation's reaction to America's throwaway culture. Buy less. Repurpose, shop vintage,

instead of plunging reflexively for... I'm just going to be the first one to say it, I guess. Garbage.

Of course, Webe is hardly the first to say it, or the first to push under consumption.

I don't think it's new at all. It's what we have called in the past living within our means.

Brett House, economics professor at Columbia University's business school.

I think it's worth noting that if there's underconsumption happening anywhere, it's almost certainly for people at lower incomes who are facing greater challenges in covering their day-to-day needs.

If we look at past cycles between booms and recessions,

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