Perhaps it's had something to do with the recession, but it seems the words 'discount' and 'bargain' have become ingrained in our society in recent years, and we're all taking extra care over what we spend, regardless of our incomes.
Walk into your local supermarket and you'll be bombarded with three for twos and BOGOFs. Log onto the internet and you'll see offer after offer, and money saving tip after money saving tip.
But do you embrace these discount opportunities, or do you find them crass, or even offensive? Most of us love a good bargain, but is the constant fixation on price and the ability to save 2p here and 5p there somewhat insulting?
You might be of the view that pennies do indeed make pounds. Plenty of us are. According to a survey by promocodes, reported in the Daily Mail, the average UK adult uses five discount vouchers a month to save money on everyday spending.
What's more, the majority of those questioned said they think using vouchers and discount codes is more socially acceptable now than it was 20 years ago.
Some went as far as to describe grabbing a bargain as 'cool', while others said they feel a sense of pride at being such a savvy shopper.
Alex Attinger, money advisor for promocodes said: "Vouchers and discount codes are now part of the shopping routine. Any stigma people used to feel about pulling vouchers out of their handbag seems to have evaporated post-recession."
Are you a proud discount voucher user? Do you plan your evenings out around the restaurant vouchers you find? Do you start your online food shopping in the offers section or spend hours comparing the price of holidays?
Or are you part of the 'I hate Martin Lewis and if I see his smug face one more time I'm going to punch it' camp? Are luxury and convenience more important to you than saving a few quid or collecting points?
Stay on top of what’s Nifty, follow us @50_and_nifty!