I'm somewhere around frugal and cost-conscious.
I drive older vehicles, both have over 200k miles, one is peeling paint horribly and has started to rust. I pull up at work and park between shiny new cars. But, it's paid for, has been so reliable, and I just don't need/want to spend money on something shiny right now (even though it is tempting to drive something shiny sometimes). I don't get it painted because of the fear that the moment I put money into something cosmetic, it will die.
I make my food mostly from scratch. I do most of my own repairs (furnace, water heater, clothing, etc, etc).
However, I do spend money, I just prioritize and spend on things that are more important to me. Being a big saver, I have managed to do a lot of things most peers have not. I bought my first house when I was 19, I go on European vacations (longest so far was a five week trip two years ago), and I buy the good cheese (but still usually at a discount!). I hear a lot of "I wish I could afford that", but it's usually from someone with the nicer car, the nicer house, and the expensive restaurant habit. Of course, even when I travel I try to do so frugally, taking advantage of coupons, discounts, and other ways to save while still enjoying myself.
I also won't sacrifice certain things just to save a little money. I don't buy used shoes (not good for your feet). I will spend a little more on quality when it makes sense. I recently splurged on a portable dishwasher and wish I would have done it years ago!