They only play at being frugal/low income. Alex makes a good income from her Adverts, it is a lifestyle choice for Chris to work alongside her. She seems to be able to pick and chose when to work/when to have time off.
She makes a big deal of ‘saving up’ for stuff but she has to have the income to enable her to save. Her recent savings covered her extended maternity leave, her wardrobe doors, her patio tiles. Practically everything she buys for the house is what she ‘saved’ for. In reality, she has enough money left over after paying her mortgage/household/living/childcare costs to buy these things, might take a few months to afford some of the larger items, but isn’t that the same for most people. Anyone who buys sofa number four for a three bedroom house, even if it just cost £150, is certainly not hard-up in the true sense.