Let’s talk about a word that might be quietly draining your bank account and it’s probably not the one you think.
I’m not talking about “debt” or “splurge” or even “overdraft.” I’m talking about a tiny phrase that slips into our thoughts and conversations all the time: “It’s only.”
“It’s only $5.”
“It’s just a little upgrade.”
“It’s not that much.”
We say these words like they’re harmless. But they’re anything but. In fact, when it comes to your budget, “it’s only” might be the most dangerous phrase you can use. Why? Because it shuts off your awareness and gives you permission to overspend. Over time, those “little” purchases add up and they add up fast.
Let’s walk through how that works, and what you can say instead to start reclaiming control over your financial life.
Why Language Matters So Much in Money
When I was growing up, my parents taught me the importance of choosing my words carefully. You probably heard similar lessons: say “excuse me” instead of “huh,” or “may I” instead of “can I.” What I didn’t realize until years later was how much the words we choose affect not just how others see us but how we behave.
Words shape the way we think. The stories we tell ourselves become the choices we make. That’s why this tiny phrase “it’s only” can do such outsized damage in our budgets.
What Happens When You Say “It’s Only”
Let’s say you’re at your favorite coffee shop. The regular coffee is $2. But the vanilla oat milk latte? “It’s only” $5.
You say yes. Of course. It’s just a few bucks.
Later, you’re at the store. The fancier version of the lotion you like is on sale. “It’s only” a couple dollars more. Into the cart it goes.
Then there’s the streaming subscription. The fast shipping upgrade. The phone app. The snack at checkout. Each one comes with that same whisper: “It’s only…”
Here’s the problem. Every time you say those words, you minimize the impact of the choice. Your brain files it away as insignificant. Your internal budget tracker? It hits snooze.
But those little amounts add up. And before you know it, you’ve spent hundreds—maybe even thousands—on things that felt too small to notice at the time.
The Psychology Behind the Phrase
When we say “it’s only,” we’re trying to make ourselves feel better. We’re rationalizing. And we’re not alone—this is something we all do.
There’s a term for this in behavioral economics: mental accounting. It’s the way we separate our money into different mental buckets. But when we constantly excuse small expenses, we lose track of the bigger picture.
It’s not about the $5 coffee. It’s about the pattern. The way those small “harmless” purchases, repeated over time, become roadblocks to the goals that matter most—whether that’s paying off debt, saving for a trip, or building financial security.
What to Say Instead: “It All Counts”
Ready for a mindset shift? Try replacing “It’s only” with “It all counts.”
Because it does. Every dollar you spend is a choice. And when you remind yourself that every dollar matters, you take back control.
Here’s what that sounds like in real life:
- “Do I really want to spend $5 here… or would I rather put that toward my emergency fund?”
- “Is this $3 app adding value to my life, or is it just filling a moment of boredom?”
- “If I made this choice every day for a month, how would that impact my finances?”
The goal isn’t to eliminate every small joy. It’s to become more intentional. To make sure the things you’re spending on are things that truly align with your values and goals.
Complacency: The Second Most Dangerous Word
If “It’s only” is the sneakiest budget-buster, complacency is its big brother.
Complacency says:
- “I’m fine. I have three months of savings. That’s enough.”
- “I don’t want to rock the boat by asking for a raise.”
- “I’m healthy now, so I don’t need to think about insurance.”
But here’s the truth: Life changes. Unexpected expenses pop up. Jobs get eliminated. Medical bills appear out of nowhere.
Being prepared isn’t about living in fear—it’s about creating a safety net so you can face the unexpected with confidence.
If you’re telling yourself any of these things:
- “I’ll save more later.”
- “I’m indispensable at work.”
- “I’ll compare insurance options next month.”
Take a moment to ask yourself: Is this really true—or am I just trying to stay comfortable?
How to Build a Budget That Reflects Your Reality
If you’re ready to retire “It’s only” and banish complacency, here are a few ways to start:
1. Track the small stuff.
Use an app or a simple notebook to track your daily spending. Not just rent and groceries—track the coffee, the snacks, the subscriptions. Awareness is the first step.
2. Create a “little luxuries” budget.
You don’t have to cut everything. But do give yourself a monthly limit for the fun stuff—and stick to it.
3. Review your subscriptions.
Run through your bank statement and cancel anything you haven’t used in the last 30 days. That $7.99 charge you keep ignoring? It all counts.
4. Automate your savings.
Set up an automatic transfer to your emergency fund, even if it’s just $10 a week. You won’t miss it—but it will make a difference.
5. Audit your mindset.
Notice the moments when you hear “It’s only” in your head. Pause. Reframe. Ask: “Is this getting me closer to my goals, or further away?”
Finally
Words matter. The stories we tell ourselves about money matter. And when it comes to budgeting, the phrase “It’s only” might be the most expensive lie we believe.
But you can shift your thinking. You can become the kind of person who sees every dollar as a choice. A vote for your future.
Daniel