When we lived in New Hampshire, it was pretty standard to be frugal. New England is a region of the country that was settled by English Puritans. A group of Puritans settled the area around Boston back in 1640 in order to escape increasing religious persecution in England.
Putting aside the theological, Puritans believed in living Godly lives both as individuals and as a community. They believed that hard work was the epitome of such a life, and eschewed owning servants or slaves for that reason. They stripped their daily lives of “worldly distractions” such as entertainment and ornate adornments or decorations in the house.
Fast forward four hundred years, and the descendants of that group continue to value some of those core beliefs, like dressing simply and practically (trust me when I tell you that makeup and highlights aren’t big in New England), using their resources wisely (ie being frugal!), and simple entertaining (people don’t have big parties and it isn’t very common to be invited over to your neighbors’ house for dinner).