My Year of Shopping, 2024
Looking back at everything I bought this year, with lessons learned and takeaways for 2025.
I'm a big proponent of tracking one’s shopping. When I first realized that I had a shopping problem over fifteen years ago, the first project I embarked on was to write down all of my clothing purchases for a year, to figure out how big of a problem I really had. It was terrifying and embarrassing to see how much I was buying.
I’ve had ups and downs. There were years when I stopped writing my purchases down. I told myself that I just loved fashion and that I didn’t care if I bought too much. But that nagging feeling of shopping-related anxiety just wouldn’t go away. I kept purging my closet only to buy more stuff. I longed to shop in a smarter, more meaningful way and I wanted to change. I began to track my shopping again some years ago, and I’m finally starting to see some progress.
The Goals
When I set out to track my shopping this year, I had some goals in mind. My main goal was to buy less than the year before. (2023 wasn’t a great year for me. I learned a lot, but I also blew my budget and bought more pieces than I had the previous year.) For 2024 I was tempted to try to participate in The Rule of Five, but I knew in my heart that I would fail, that I would fail early in the year, and then proceed to feel bad about myself, which might trigger a shopping bonanza.
In late 2023 I was tinkering with the idea of trying to figure out what I naturally gravitated toward, style-wise. I was also interested in breaking an old unfortunate habit of going completely off the rails with shopping in the spring and summer seasons. I wanted to continue buying almost exclusively second hand, and to shop in person more. I also set myself an ambitious goal of cutting my spending in half.
In 2023 I had begun to write more detailed notes in my shopping Excel sheet: what state of mind I was in, why I bought what I did, was it a planned purchase, or was I shopping spontaneously or impulsively. (The difference between that sweet spontaneous purchase and a silly impulse buy is significant.) That had been fruitful last year, so I continued to record my thoughts about individual purchases in the side margins this year. I revisited my shopping sheet at the beginning of every month to color-code my previous months’ purchases in either blue (good purchase, getting wear out of it), yellow (still trying to figure out how this will work with the rest of my wardrobe), and red (a mistake), and throughout the year I made changes in the color codes if necessary.
This year I drafted a separate document for the vintage/antique clothes that I buy for my collection as opposed to my personal wardrobe. My collectibles are not intended for me to wear (and in many cases they don’t even fit my body). However, the line between my personal wardrobe and my vintage/antique collection isn’t always obvious, but more about that later.
1-3 pieces per month
In March this year, Rachel Solomon challenged herself to only buy one thing that month. She ended up recognizing that limiting herself to just one piece was difficult, so she introduced the idea that even if the goal is to buy only one piece per month, maybe there should be a little bit of leeway there. Enter “one-ish” pieces per month.
This made so much sense to me. I have a long, sad history of failing at numeric challenges when it comes to shopping and wardrobe management. (I’m looking at you, Project 333 and 12 pieces/12 months.) I feel that a very specific numeric goal is out there to get me. I go looking for loopholes and inevitably fail. But one-ish pieces per month seemed strangely doable. Starting from April until the end of the year I stuck to a shopping plan that allowed 1-3 pieces a month.
Most months I didn’t even have to think about it. It seems that if I shop mindfully, don’t overthink it, and don’t go out of my way to expose myself to products that I might want, I don’t actually buy any more than 1, 2 or 3 pieces. I feel content with 1-3. It’s not too limiting, it doesn’t feel like a punishment, and it’s not extravagant either.
Without further ado, this is how and what I shopped in 2024.
January
My first purchase of the year was a black vintage astrakhan coat with a hood. The coat is not quite as thick as the one I had bought in 2023. (Yes, I now have two black vintage astrakhan coats.) The hood comes in handy. I’m still trying to figure out if I should sell the one I had bought earlier, because the two coats sort of serve the same purpose, despite the hooded one being not nearly as warm as the hoodless one.
The second thing I bought in January was a sheepskin hat. It was a spontaneous purchase, but I got a lot of wear out of it in the first months of the year when it was cold.
I bought a long 1990s Comme des Garcons Robe de Chambre blazer at the flea market that I intended to sell in my shop, but it never made it to the rack. It has been a true sleeper hit in my wardrobe this year and it sort of goes with everything.
Pieces: 3
February
I found a pair of beautiful 1960s-1970s work boots that fit like a dream. I’ve worn them a lot and it feels as if I’ve had them for much longer. One of the best purchases of the year, for sure.
I also bought a pair of vintage Bally snakeskin flats. The sole came off when I first wore them and I have yet to take them to the cobbler.
I bought myself a birthday present: a black Dutch antique skirt from the early 1900s. I love wearing it.
Pieces: 3
March
I was distracted and I felt like shopping for the sake of shopping. I was at a thrift store and found two Thomas Pink shirts in my size and they cost 5 euros each. I bought them and felt guilty, because I really didn’t need them. I wrote in my notes that I was blinded by the price, but I have worn both shirts quite a bit this year, so perhaps they were a pretty good purchase after all. I’ve been leaning toward wearing fitted shirts and these two “fit” the bill.
Not long after, I found a red Pleats Please cardigan at the thrift store for an insanely low price, so I bought it. I was so excited. But it didn’t suit me and I didn’t know how to wear it. If I was honest with myself, I didn’t even love it. It was my first failed purchase this year.
Pieces: 3, kept 2
April
I impulsively bought a little white tulle skirt at the thrift store. I was imagining it as a layering piece for all sorts of outfits, but I have only worn it one time. It’s marked red on my shopping sheet, and it’s currently being used as a styling prop in my shop.
I bought a woven Mulberry belt at the thrift store, then culled my belts and got rid of seven belts in exchange. I now have two Mulberry belts and they are pretty much the only belts I ever wear.
Pieces: 2, kept 1
May
I went over the three-piece limit in May.
I bought:
a beautiful 1940s men’s three-piece suit,
a black tulle skirt that’s much easier to incorporate into my outfits than the white one I had bought in April,
a pair of 1940s pinstripe trousers that had been used as a part of a theater costume, and
a white antique shirt that I ordered from Etsy.
No regrets. I love the suit and I love the antique shirt. The tulle skirt is voluminous and fun, and it’s one of those things that I don’t intend to wear all the time.
I need to figure out if the 1940s trousers can be mended. The fabric is beautiful but the inner waistband is in atrocious condition. I might have to take the trousers to a seamstress/tailor, but there’s a part of me that loves seeing the original fabric so frayed and worn, and it feels almost criminal to touch it.
Pieces: 4
June
Again, I went over the three-piece limit. I was beginning to worry that I was spiraling. That old habit of mindless summer shopping was raising its ugly head.
I bought:
a really amazing light viscose blazer with tails (1990s Ritva Falla),
a pair of black woven flats (the curse of vintage shoes continues: the soles came off when I first wore them),
a straw hat that has a 1920s vibe, and
another white antique shirt from the same Etsy seller.
I still love all of these. The Ritva Falla blazer has an easy, elegant vibe and I reach out for it a lot. I’m a sucker for woven shoes. I had been on the lookout for a second straw hat and I stumbled upon this one serendipitously.
The first antique shirt that I had ordered in May had a condition issue that the seller hadn’t disclosed, so when I reached out to her, she kindly offered to send me a similar shirt in exchange. Despite the condition of the original one I wanted to keep it, and then I ended up getting a great deal on the second shirt, to make up for the condition problem in the first shirt. Did I really need two shirts? No. But they are different lengths and fits, and I like them both.
Pieces: 4
July
I made a conscious effort to take a bit of a breather. I didn’t buy anything for my personal closet. I bought a few things for my vintage/antique collection though; see “Bubbling under” below.
Pieces: 0
August
I bought a midi-length linen skirt and an old Soviet army jacket with gold-tone hammer and sickle metal buttons. I wore both of these a lot this fall. The Soviet army jacket made me realize why I’m not a denim jacket person. I need more structure, something more tailored. Even though this army jacket is actually made of denim, it has a completely different vibe than a traditional blue denim jacket would. It’s more disciplined.
(A side note: in case anyone was wondering, I don’t wear the hammer and sickle symbol lightly. After the fall of the Soviet Union, many Finns of my generation wore Soviet symbols as a way of taking the power of the symbols and making them our own. Wearing this jacket is a direct continuation of that tradition for me.)
I found a beautiful Homburg hat that I had been looking for, but I have the purchase color-coded yellow at this point. I haven’t dared to wear the hat outside of the house yet, which kind of defeats the purpose of having a hat.
Pieces: 3
September
I didn’t buy anything. I hadn’t planned to do a No Buy month, it just happened because I was busy with life. I had signed the lease for our new shop and I was stressed out. It could have been bad. I went to a few thrift stores, but I didn’t see anything I wanted.
Pieces: 0
October
A colleague of mine had a sale at his vintage shop and he sent me a DM about a long quilted vest that I had been eyeing while visiting his shop earlier. The vest had gone on sale and I ended up buying it because I thought it was just really lovely and special.
Pieces: 1
November
Serendipitous discovery of a beautiful 1930s men’s overcoat! This might be my favorite purchase this year, but I’m still trying to figure out how to wear it. The coat is so heavy it’s actually difficult to get around in.
I was once again reminded how much I loathe online shopping and shopping for shoes when there’s an actual need I need to fill. My black winter ankle boots were letting in freezing slush and I had to buy a replacement pair. After two weeks of desperate hate shopping I ended up buying a pair of simple black combat boots that are serviceable and seem like a good enough option. I’m not in love with them, but it’s impossible to find winter appropriate shoes that are both aesthetically pleasing to me and practical. The boots are the only thing that I bought new this year.
Pieces: 2
December
After spending too much time and energy to find a new pair of winter boots, I felt tapped out. I told myself that I was done shopping. Then I went to a thrift store to try to find silk knits for my shop, but ended up buying a pair of gorgeous 1960s lace up shoes instead. I bought the shoes with the purpose of selling them, and only at home I realized that they were my size. And of course they fit, so I ended up keeping them. Now I’m calling it quits and I’m ready to announce that the number of pieces for this month is one. I don’t want to shop any more this year.
Pieces: 1
The Numbers
Total pieces 2024: 26
Things bought new: 1
Things bought second hand: 25
Things bought in person: 22
Things bought online: 4
Planned purchases: 10
Spontaneous purchases: 12
Impulsive purchases: 4
Things I regret buying: 2
Bubbling under
Here is a list of pieces that I bought this year that in theory fit me, but I bought them for my vintage/antique collection, not intending to wear them. These things don’t reside in my personal closet, but they could be worn. Do they count? I can’t decide.
1920s black rayon dress. The seams are very frail, but the dress is wearable in theory. It’s likely that the seams would disintegrate at the slightest of pulls.
1980s red silk cocktail dress with giant puffy sleeves and a tulip hem. Fits me beautifully, but I can’t see myself ever wearing it, unless I get invited to a fancy cocktail party. Even then I’d probably be more likely to wear a men’s suit than this dress. I will probably end up selling it eventually.
1930s morning suit. I could actually wear the vest and the trousers quite easily, but I’ve reached for my 1940s suit pieces from my personal wardrobe instead. I haven’t seriously contemplated wearing this morning suit, because it’s very formal. The jacket is rather flamboyant. I do like the idea of wearing the whole suit, but it would probably feel and look like a costume.
1930s-40s tuxedo shirt and vest set. The shirt would require a separate collar and shirt studs for me to wear it. The vest has stains. I’ve actually contemplated getting a collar and the shirt studs so that I could maybe wear these pieces in the future. I sense that I might eventually wear this set, but for now it resides with my collectibles.
Early 1900s lace up boots. These actually fit me and they are really comfortable. They feel like ice skates on (minus the blades). They’re too fragile to wear though, except for a photo shoot, perhaps.
Bubbling under pieces: 5
The analysis, and the year to come
Overall, I feel very positive about this year. The amount of things I bought is quite a bit less than in the previous years (2023: 46 pieces, 2022: 44 pieces), but I don’t feel like I even held back all that much. 26 pieces fits fairly nicely in the 1-3 pieces a month framework. I could even add my bubbling under collectibles to my final tally and still be good.
I spent 979,35 euros (excluding my collectibles, which add another 193 euros), which means that I more than cut my last year’s spending in half. In addition, I bought almost entirely second hand clothes as opposed to new ones. I shopped in person more than I have in years. I was able to stop myself before my summer buying got out of hand. This was a good year.
I still don’t quite know what it means to find what one naturally gravitates toward style-wise, but as this year draws to a close, my wardrobe definitely feels more like me. I keep wearing and rewearing the things I’ve fallen in love with, and I have my go-to outfits that work for my life. I’m still in raven mode where I wear a lot of black, or black and white. I look at the colorful, iridescent, bold Dries Van Noten pieces that hang in my closet and wonder when my style pendulum might swing back to them. It should happen sooner or later, like it always does, but we’re not close yet. I feel extremely comfortable in my raven outfits.
I culled 50 pieces from my closet in 2024, which sounds like a lot. Actually, it is a lot. As happy as I am with my progress with buying less this year, I still have a huge wardrobe. I’m not a minimalist by any stretch of the imagination, and I like to have my fair share of clothes to choose from, but to be able to cull fifty pieces and not really see a dent in my wardrobe gives me pause. I don’t feel anxiety over the amount of things I have, but I still wonder if it makes sense to have this much. I feel like I could almost just keep the clothes I bought this year, add a few basics and a handful of my old favorite clothes, and I’d be good for a long time.
The pieces that I culled were things I just didn’t reach for anymore, things that don’t fit right, things that shouted sportswear or Tibi Style Class, ie. things I wouldn’t buy now if I could go back in time. Out of the 46 pieces I had bought in 2023, I discovered that I have already culled 11. It makes me question whether I have my personal style quest under control at all. I feel that I could quite easily cull more, and maybe I will, in the months to come. But I have to ask myself whether I’m still repeating the same old routine of buying and purging, purging and buying. That’s something to mull over in the coming weeks and months.
I haven’t exactly set out clear goals yet for 2025. I will continue to track my purchases, and I’d like to think that I’ll stick to the 1-3 pieces a month average. Ideally I would want to buy fewer items than I did this year, so that makes my goal 25 items or preferably less for next year. (Under 25 for 2025 has a nice ring to it.) It should be doable. I don’t feel that I really need anything.
I do have some items on my wish list for next year, like a black linen shirt, similar to my white antique ones. I could use a black crossbody handbag, something that holds my phone, a book, a small lunch and a water bottle.
There’s one more thing that I’d like to take a mental note of regarding this year’s shopping: my relationship to buying clothes online has fundamentally changed. I deleted all shopping apps for new clothes from my phone in 2023. I deleted the Vestiaire Collective app and unsubscribed to shopping-specific newsletters in early 2024. I abandoned my style/OOTD Instagram account this summer.
I did these things because I felt that constantly following what other people were wearing, buying, or telling me to buy was influencing my decision-making too heavily. Trying to keep up was exhausting. Looking for things online that I couldn’t find in person wasn’t making me shop smarter, but just more frantically. There’s too much stuff out there to ever feel like something better will not creep up on you later on, so you’re always looking, always buying. It’s never enough.
The end result of giving up on these shopping-inducing outlets is a staggering sense of estrangement from online shopping as a whole and hunting down designer clothing on the cheap in particular. I’ve now been out of the loop long enough to not quite fathom my past obsession of endlessly scrolling Vestiaire Collective or eBay. It seems weird to me that one of my favorite ways to pass the time was to look at grainy pictures of random stuff on a screen. I’d lurk over a myriad of pieces and add them to my favorites or wish lists. And I would buy them, at the drop of a hat.
I recognize now that my online shopping habit was never rooted in the reality of the clothes I was buying. I don’t know if it’s like this for other people, but when I’m buying based on an image, I’m not really buying a piece of clothing. How could I, when I don’t know how the piece will fit my body, or what the fabric feels like on my skin. I’m buying a feeling, a hope, a mirage. Almost without exception, I was somewhat disappointed when the stuff that I had ordered finally arrived. It was never quite what I had imagined it to be. In hindsight it really doesn’t feel like a particularly sensible or pleasant way to shop for me and I’m happy to have kicked the habit. I’m sure there’s a larger context to all of this, but I’ll have to give it more thought and get back to you. (In the meantime I will share this fabulous scene from Gilmore Girls about online shopping.)
I hope your shopping year has been a good one! Let me know in the comments what your goals were and how you’ve fared, and I’d love to hear about your goals for 2025 as well. This might be self-evident but I want to say it anyway, just in case: if you feel that you bought way too much, there will be no judgment from me. We’re all on our own personal paths here. If you’re stuck buying more than you’d like, I’ve been there and I know how it feels, and I’m here for you. We’ll take our small victories where we can. If everything else fails, tomorrow is another day!
Loved this recap. You did very well; I'm envious!
I'm going to take a contrarian view about in-person shopping, an activity I'd adored since childhood -- I even spent some happy years working in retail shops -- but now find almost intolerable. Why? At least where I live (San Francisco Bay Area), there are a dwindling number of opportunities for decent IRL shopping, new *or* used. One example: The Saks Fifth Avenue department store in San Francisco's Union Square this year announced a new appointment-only policy; you can no longer just walk in and browse. Coupled with the store's limited offerings (from five floors down to only two that contain mostly glam, high-end womenswear -- for whom, I wonder) and the requirement that a sales associate shadow the shopper at all times except in dressing rooms, it makes for an awkward and unpleasant experience. (I wrote about it a few months ago: https://fritinancy.substack.com/p/by-appointment-only) I prefer to shop alone and be left alone; when I shop in person I feel oppressed by hovering salespeople anxious about their commissions.
As for thrift stores (charity shops), I find them almost useless; the chances of finding something of good quality in my size -- a standard size! -- are almost nil. I just don't have the patience or the optimism such shopping requires. The same holds true with home-decor shopping: I tried to do it in person last week, only to discover that none of the products that were listed online as available in-store were in fact available at all. A huge waste of time. I returned home, located exactly what I needed online, and ordered it. Yes, it would have been nice to touch the product before I bought it. But the shops did not make this an option.
I used to have pretty good success with The RealReal (less so now, and never in their brick-and-mortar stores, which stock exclusively high-end designer labels) and now have decent results with eBay. There's little serendipity involved, and I miss that, but when I know what I'm looking for -- most recently a certain style of semi-dressy raincoat -- I can count on finding it on eBay at an affordable-for-me price.
Wow! This was so beautiful to read, peaceful too 😍. I know the Rule of 5 is anchored in the urgency and absurdity of our overconsumption but I agree with you…destined for failure for all of us. Ideally we would all figure out what are achievable, impactful changes we can make today, and build upon them. And this is what you have done and would love to be where you are. I started writing down everything Dec 23 inspired by you. I like the going back and color coding as a forcing function to analyze and reflect. Honestly, I enter the things and haven’t done anything with it. I think the other thing from your post that has slowly dawned on me is to choose IRL over online. I live in New York and really have no excuse to not visit a store. Emilia Petrarca’s Substack has inspired me here as well. And yes, I don’t have time so I guess that is a silver lining of sorts! Maybe shopping should only be a 1x month or 1x quarter physical day!