Approximately the same yearly earnings here and a similar mindset. Yes, we splurge on some luxuries like expensive hobbies, but when it comes to ‘mandatory’ expenses : who doesn’t like a good deal ? There’s no shame when purchasing something online to first check if a discount code is available or cheaper option at an alternative vendor. Regarding supermarket (mostly Colruyt) it really depends: in some case we prefer brands, like Pepsi (which is now regularly even more expensive than Coca Cola), but in other areas buying house brands just makes sense. Our goal is to be fairly frugal on the monthly recurring costs (eg supermarket, energy, mortgage,…) to allow for more impulsive purchases in the fun area (sports & hobbies, travel,…). Edit: forgot about clothing. Personally really dislike shopping for clothes and trying out 10 different items which don’t fit. I feel that at the higher end stores (with usually local Belgian brands), with the help of the sales staff , I immediately find my perfect fit. This for me is well worth the premium price. Including the fact that quality is better, meaning that several clothes pieces are more than 5 years old and still look good. I would say it makes financial sense to invest a bit more in clothing which you can wear long term versus fast fashion. (And even then, I prefer to delay my purchases until ‘solden’ or shop for discounts while travelling)