I’M not too proud to say I shop at Poundland. In fact, I’m actually quite proud that I do shop at Poundland. And Iceland. And Farmfoods. Lidl is a rare treat, and even the wife will go into Aldi without a disguise. However, Poundland is the true barometer of thrift, and the name itself strikes fear into the hearts of the aspirational shopper.

Some stores will pay good money for a rebrand in order to assuage the embarrassment of potential customers, but Poundland know that their clientele have no such angst. We want a bargain and it’s handy when there is a massive clue in the name. Some fancy title plundered from ancient Greek might lull a certain class of customer into a false sense of glamour, but we Poundland aficionados don’t need the gratification. We don’t need to kid ourselves that our in-shop experience bestows any special kudos on us. We are at peace with ourselves.