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What Does It Take to Quit Shopping? Mute, Delete and Unsubscribe.
怎样才能停止购物？静音、删除、退订。
Cassandra Orakpo had enough.
卡桑德拉·奥拉克波有够多的东西了。
Too much, in fact.
事实上，她的东西太多了。
Shopping on her phone had become so easy it had turned into a bad habit.
在手机上购物变得如此容易，以至于网购已经变成了一种坏习惯。
She bought a cake decorating kit, thinking she’d make her own birthday cake, and never even took it out of the box.
她买了一套蛋糕装饰工具包，想着要自己做生日蛋糕，但从未都没把工具从盒子里拿出来过。
She has at least 80 bottles of perfume stored in her closet.
她的衣柜里存放着至少80瓶香水。
And despite all the clothes she has purchased, she feels she has nothing to wear.
而且尽管她买了这么多衣服，她还是觉得自己没有衣服可穿。
“Clearly my buying has gotten to a place where it’s bordering on hoarding,” Ms. Orakpo said.
“很明显，我的购物行为已经到了近乎囤积的地步。”奥拉克波说。
So toward the end of last year, Ms. Orakpo, who is 31 and lives in Houston, pledged to tame her buying habits.
所以在去年年底，住在休斯顿的31岁的奥拉克波承诺要控制购物习惯。
The first step was to scrub her accounts: She unsubscribed from daily emails from Shein; she changed her TikTok settings to avoid personalized ads; she blocked Temu on X.
第一步是清理账号：她取消了购物网站希音的每日电子邮件订阅；更改了TikTok的设置，不要个性化广告；在X上屏蔽了购物网站特姆。
She also opted out of texts from brands like Fashion Nova, her nail salon and even her local bubble tea shop.
她还选择不接收来自“新时尚”等品牌、美甲沙龙，甚至当地奶茶店的短信。
And then she told her more than 2,500 followers on TikTok about it.
然后她在TikTok上向2500多名粉丝讲述了这件事。
Ms. Orakpo joined a growing group of shoppers who are fed up with a constant barrage of marketing in their social feeds and phone alerts.
像奥拉克波一样，有越来越多购物者受够了社交媒体推送和手机提醒中源源不断的营销轰炸。
Many have taken to TikTok — the site of much of their frustration — to declare that they are participating in “Low Buy 2025” or “No Buy 2025” and sharing the ways they are curbing their spending.
许多人在TikTok（他们的许多烦恼都来源于此）上宣布，将参加“2025年低消费”或“2025年不消费”活动，并分享了控制支出的方法。
Some “shop their closet,” and others pledge to make sure their containers of blush hit pan before being enticed into buying a new one.
有些人“在自己的衣柜里购物”，另一些人则承诺，在忍不住购买新的腮红之前，一定要确保已经有的这瓶腮红用到见底。
The videos have garnered millions of views since the start of the year.
自年初以来，这些视频已经获得了数百万次观看。
The zeal that is driving this trend is as much a pushback against the forces of a consumerist culture as it is about saving money, with scorn for corporate manipulation mixed in with tips for changing personal habits.
推动这一趋势的热情既是对消费主义文化力量的抵制，也是为了省钱，既有对商业操纵的蔑视，也有改变个人习惯的建议。
On the scorn end of the spectrum is a call for an “economic blackout” on Friday by the People’s Union USA, which says it is fighting “an economy designed to exploit workers, suppress wages and keep the majority of us in a constant state of struggle.”
在蔑视的这一方，美国人民联盟呼吁人们在周五进行“经济停电”，表示正在与“一种旨在剥削工作者、压低工资，并使我们大多数人处于持续艰难维生状态的经济”作斗争。
The group is asking people not to buy from large corporations — in person or online — for 24 hours.
该组织呼吁人们在24小时内不要在线下或线上从大公司购买商品。
Avoiding sales pitches from big corporations, however, is harder than ever.
然而，要避开大公司的推销比以往任何时候都更难。
As more Americans spend time on social media, brands have flocked there to capture attention and dollars.
随着越来越多的美国人刷社交媒体，各大品牌纷纷涌入，吸走人们的注意力和金钱。
In 2025, businesses are expected to spend nearly $103 billion in advertising on social media, a 175 percent increase since 2021, according to Emarketer, a market research company.
市场研究公司“数字营销”称，到2025年，企业预计将在社交媒体广告上花费近1030亿美元，比2021年增长175%。
On TikTok, ads for phone stands, wigs and kitchen sink strainers are nearly indistinguishable from content creators opining about reality-TV shows and politics.
在TikTok上，手机支架、假发、厨房水槽滤网的广告与内容创作者对真人秀和政治的评论几乎难以区分。
TikTok Shop, where people can make purchases without leaving the platform, was the single largest driver of U.S. social commerce sales growth in 2024, said Jasmine Enberg, principal analyst at Emarketer.
人们可以在不离开TikTok的情况下在TikTok商店购物，数字营销的首席分析师杰丝敏·恩博格说，TikTok商店是2024年推动美国社交媒体商务销售增长的最大单一驱动力。
Nearly half of TikTok users are expected to make at least one purchase on the platform this year, she added.
她补充说，预计今年将有近一半的TikTok用户会在该平台上至少进行一次购买。
