Extravagance is no longer held in high regard by consumers.
Britons are embracing austerity and boasting about cutting back.
More Britons show off about the bargains they have bought instead of bragging about their lavish lifestyles, according to research by price comparison website uSwitch.
The survey showed that 88% of people think it's cool to talk about how they have cut back on spending and 96% said they take a pride in telling others about purchasing a bargain item. Only 4% of participants said they boast about spending a fortune.