London shoppers are getting savvier.

With discount apps like VoucherCloud and the popular discount website Groupon, ‘coupon culture’ has hit the capital.

Fiona Marley Paterson hits the streets to put it to the test:

Listen to the full interview with Groupon’s Joshua Lehmann:

Money saving tips

Ellen Ruppel Shell is the author of Cheap: The High Cost of Discount Culture. She says instead of considering how cheap something is, we should ask questions like:

• Will it save us time, or consume time?
• Do I have to learn a new user-interface to use it?
• What am I going to get out of it?
• What would happen if I put off buying it for a year?
• What else could I spend the money on that might be a better choice?
• Is it something I can hand down to my kids or will it break?
• Can it be serviced and repaired at home?
• Will it make our household environment more pleasant, or less pleasant?
• Will it clutter the house?
• How much storage space will it consume?