Smart shoppers in marketing literature are often connoted with deal-prone consumers (Schindler, 1998). They tend to invest considerable time and effort to seek for promotion-related information and participate in price promotions for economic value (Mano and Elliot, 1997). However, it is unclear how consumers perceive “smart shoppers” as their lived experiences in everyday life. Almost no research has examined what smart shopper means from the consumers’ perspective. The purpose of this study is to understand what a smart shopper feeling is like.