I am frugal. And damned proud of it. Between careful research, shopping portals, card cash backs, loyalty points, and patiently waiting for sales, I often pay 10-30% less than sales price.
Back when coupons were a big thing, I even got a car dealership to double their own $250 coupon to $500 because their salesman screwed up the paperwork on the car I had planned to purchase.
Zero shame in my game.