Despite having money available and booming economic surpluses, thrifty Danes go to greater lengths to score a bargain.
The country's oldest price-club, Forbrugsforening, which was founded in 1886, has nearly tripled its membership rolls.
'The price-club has 155,000 members and that's an improvement since 1999 when we had 55,000 members,' said Bjørn Wikkelsøe, the head of Forbrugsforening, to public broadcaster DR.
Some 4200 stores have signed up to offer members of the price-club discounts on everything from refrigerators to razors.
The healthy economic times created a discount paradox, according to Uffe Paludan of the Institute for Future Studies.
'As long as you think in material terms, it requires you consume as much as possible, and one of the ways of doing that is to buy cheaply. That's why we shop in discount stores and the like,' Paludan said.