Contemporary forms of consumer capitalism encourage people to prioritize materialistic values, an orientation associated with lower personal well‐being. Such materialistic values stand in contrast to the economic attitude of thrift, which encourages saving, self‐sufficiency, reuse of goods, and avoiding debt. This article reviews the existing empirical literature on thrift and well‐being, finding it to be very contradictory, with studies showing positive, negative, and null associations between various operationalizations of well‐being and of thrift. A need‐based theory is presented to explain these inconsistent findings. The theory suggests that thrifty attitudes, behaviors, and lifestyles sometimes can work to satisfy psychological needs for safety/security, competence, relatedness, and autonomy (and thus promote well‐being) but sometimes interfere with satisfaction of these needs (and thus diminish well‐being). Empirical and anecdotal evidence is reviewed in support of this theory, and future directions for testing and refining it are proposed.