"Revenge Saving" Becomes a Trend as Consumers Opt to Save Rather Than Shop

JAKARTA - Personal finance management trends continue to evolve alongside changes in the global economic landscape. Following the emergence of “revenge spending” or revenge shopping after the Covid-19 pandemic, a new trend known as “revenge saving” has now appeared. This term refers to the behaviour of saving aggressively in response to economic uncertainty or regret over past expenditures. Quoted from NerdWallet, revenge saving can be defined as the practice of saving very aggressively, usually after someone has experienced a period of excessive spending or financial uncertainty. President of the Financial Counseling Association of America, Martin Lynch, explained that the intensity of saving in this trend can be very high. “They will try to surpass their own achievements, and may engage in saving in ways they have never done before,” Lynch added. In other words, revenge saving is not just ordinary saving, but an effort to “retaliate” against previous economic situations or financial decisions through stricter financial discipline. This phenomenon arises as the opposite of revenge spending, which was a surge in consumption after pandemic restrictions ended. Many consumers, who previously restrained themselves, ended up shopping big to fulfil needs for entertainment, travel, or lifestyle. According to Investopedia, deeper economic uncertainty in 2025 has led many consumers to shift from impulsive shopping habits to a focus on savings and frugality. This trend shows a change in priorities, from seeking instant gratification to long-term financial protection. A report from The Independent states that the main drivers of revenge saving are the desire to enhance financial resilience amid cost-of-living crises, high inflation, and concerns over tax increases.