We all like a bargain and with a host of money saving websites and price comparison sites we've never been better placed to find them.
But it seems the huge choice is having the opposite effect.
Most Londoners believe that there are so many options for finding good deals that they don’t know who to trust, and find the whole process frustrating and confusing.
So how do we find the best deals?
The latest entrepreneur to join Dragon's Den Sarah Willingham explains how.