I know someone that always prefers to pay full price on items they're going to be giving as gifts for example, which I find a bit strange. Even if it's a buy one get one free type of offer they don't take the free one, just pay for the one they want. I think this seems a bit careless with money to be honest. The only time I'll ever really look for something full price, or rather not bother checking if I could get it cheaper, would be for example if work was paying for something - uniform or something like that. Then I'd be more inclined to just pay full price if I was getting reimbursed. Otherwise they might reduce the amount I'm able to spend on things, and if those deals weren't available the next time around I may not have enough to cover the cost of the uniform.