Remember the “expensive things that are worth it” trend? It was a good idea: to highlight items that cost more but deliver true quality. But the list kept growing until it included business-class travel and five-star hotels.
But what about when the problem isn’t spending too much all at once, but rather spending small amounts repeatedly, without even realizing it? Whether out of habit, pressure, or just because no one has stopped to do the math. Cutting back on these expenses doesn’t make life any less fulfilling. Often, you don’t even miss them.
So, here is a list of some of them.
5 Everyday Expenses You Can Trim
I. The subscriptions you’ve forgotten you’re paying for
Streaming services, music or fitness apps, cloud storage, or even that editing app you used just once. They seem harmless, but all those subscriptions can really drain your bank account.
A 2026 survey conducted by Vindi in partnership with Opinion Box shows that nearly half of Brazilians (46%) spend between R$101 and R$500 per month on subscriptions. Streaming services account for 79% of these subscriptions, and 65% of people pay by credit card — where the charge often gets lost in the middle of the bill.
The issue isn’t having a subscription, but signing up for several at once. Today, there’s already a term for this: subscription fatigue. Each series is on a different platform, and we end up paying for five just to watch two.
To prevent that, financial media outlets like CNET and NerdWallet often recommend in their articles the “rotation strategy”: subscribing to one service at a time to binge-watch what you want, canceling, and switching platforms rather than keeping all active at once.
There’s also the option of shared plans, which — although they’ve become more difficult to use since Netflix started charging for password sharing — are still available on several platforms and allow you to split costs with friends or family.
II. The “I deserve this today” food delivery
A 2025 study by Rico — a Brazilian digital platform focused on investments and financial services — estimated that the average food delivery order costs R$66.21. One order per week amounts to R$264.84 per month, equivalent to about 17% of the minimum wage. With two orders per week, the total cost exceeds R$500.
Food delivery isn’t the villain — it actually saves the day on exhausting days. The problem arises when “I deserve this today” turns into every Tuesday, Thursday, and Sunday, and the delivery fee, service charge, and cost of the soda that came with the combo start to add up.
Of course, to solve this problem, you don’t have to take drastic measures and cut it out completely — just turn ordering in for a special occasion rather than a routine. Choose one day a week to order whatever you really want, but for the rest of the week, set aside a Sunday to prepare meals for the other days. Cooking with friends can also be a fun activity, and it’s much cheaper than ordering for each person.
III. The Pink Tax: Higher Prices for Women
The pink tax refers to the phenomenon where products and services marketed to women cost more than their male counterparts. A Brazilian study published in the journal Katálysis, from the Federal University of Santa Catarina (UFSC), compared prices in the country’s five largest metropolitan areas.
The result: women pay, on average, 64% more for a simple haircut. What’s interesting is that, compared to costs in other sectors—such as dry cleaning—the difference was almost nonexistent. In other words: it’s not the cost of the service that changes; it’s what the market believes women are willing to pay.
Simone de Beauvoir wrote that “one is not born a woman: one becomes a woman.” The market has understood this very well, and charges for every step of this “becoming.”
Razors, deodorants, and moisturizers in men’s or unisex versions usually have the same formula as the women’s versions but at a lower price. At the salon, ask for the price of the service — taking into account hair length or the technique used — not based on gender, and compare prices.
IV. The Never-Ending Beauty Routine
The 10-step skincare routine, the serum that went viral, the sunscreen that “every girl” uses, the new lip gloss that’s almost identical to the old one. The so-called “Skincare Olympics,” featured on TikTok, are elaborate routines that teach us that taking care
Combined with the ideal of “that girl” (the literal translation), the body becomes a project that’s never finished—and a bill that arrives every month.
At the extreme end of this line of reasoning are weight-loss pens. They are legitimate medications for type 2 diabetes and obesity, but their use for cosmetic purposes—and without medical supervision—has skyrocketed over the course of this year.
The increase was so significant that, in February 2026, the Brazilian Health Regulatory Agency (Anvisa) issued a pharmacovigilance alert to highlight the risks of misusing the so-called “little pens.”
The promise of a “dream body” can take a heavy toll — both on your wallet and your health. After all, there’s a fine line between self-care and compulsion.
According to official guidance from the American Academy of Dermatology (AAD), a basic routine (cleansing, moisturizing, and sunscreen) takes care of most of your skin’s needs. And don’t forget the basics: before buying a new product, finish what you already have open.
V. The Purchase of Three Seconds
You’re scrolling through your feed when a product pops up. Someone says it “changed their life,” and in two or three clicks, it ‘s in your cart. One more click, and the purchase is complete.
A survey conducted by Serasa — a Brazilian credit bureau — and released in August 2024 shows that 71% of Brazilians have made unplanned purchases, and 72% have regretted their impulse buys. TikTok Shop and viral videos have made this purchasing journey even shorter.
The topic of how trends are shaping our shopping habits — and how the obsession with jumping on every trend makes us lose our own sense of style — is already becoming a hot topic of conversation among friends. The current fashion trends, in fact, also carry a message: fashion is also a matter of class
This is where the most important question lies: Do you want this, or have you just realized that you should want it?
Personal finance resources like Investopedia frequently advise implementing a ‘cooling-off period’ — much like TikTok’s viral notepad method — to give your brain time to evaluate if a purchase is a real desire or a fleeting impulse.
And watch out for “girl math”: even a small purchase is still a purchase.
Underconsumption core: what’s left when we cut back?
It’s no wonder that “underconsumption core” has become a trend: a lot of people are tired of buying things just to keep up with their feed. But saving money doesn’t have to become yet another trend to follow. One person might spend R$500 on dinner and feel it was worth every cent. Another might spend R$50 on a coffee they didn’t even want, just because they saw everyone else drinking it.
It’s no wonder it became a trend: many people got tired of buying things just to keep up with their feed. But saving money doesn’t need to become another aesthetic to follow. One person might spend $100 on a dinner and feel it was worth every penny. Another might spend $10 on a coffee they didn’t even want, just because they saw everyone else having it.
The question has never been “How much does it cost?” but rather “Who is it worth it for?” When you cut out the things you pay for out of habit, pressure, or distraction, you’ll have money left over for what you truly choose. And that’s what keeps you from feeling like you’re missing out on anything.
The article above was edited by Isabella Scaramucci
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