Think of all the things you bought that you did not need – things that clutter your closet, and take you on guilt trips. WhatIDidNotBuy invites people to not buy those things, and instead make a donation for the cost of that item to a charitable organization. Neat idea, and a productive way to make people feel gratified for relinquishing an imaginary indulgence.
Take a stab at what the most frequently not-bought item is. You got it: SHOES!