Grocery shopping was no longer a flippant affair - much thought now goes into meal plans, coupons, special discounts and sticking to lists.
There's no fancy iPhones in out family - Mark's phone cost $29 and I prefer to hunt out clothes in second hand stores than pay prices advertised in stores.
So why do I advocate a frugal existence? Firstly, because it allows you to spend less than you earn, and use the difference to pay off debt, save and invest. Secondly, because the less you spend, the less you need to earn.
And that means you can choose to work less, or work more but retire early.