Rising inflation and an increase in living costs mean that shoppers have become more conscious of their spending habits.
Consumers are happy to show off about the amount of cash they have saved on their shopping.
Four out of five shoppers love to boast about the bargains they have bought, according to a new survey.
Discount home ware chain Homesense polled 2000 people on their spending habits and found that 78% of participants enjoy bragging to others about their cheap purchases.
Just over a third of respondents admitted to exaggerating the savings they had made to impress other people and 46% said they pretended that the pre-discount price of goods they had bought was higher than it was in reality.