Choosing the right tattoo is one of life's toughest decisions. One false move and you're stuck with 'I love bum' instead of 'I love mum' on your arm for the rest of your life.
So what do you go for? Something sentimental to demonstrate the love you have for your partner?
Maybe you go for something a bit more edgy or political, like 'F**k the Tories'? Yeah, that'll show them.
Or, perhaps, you take a leaf out of Dean Mayhew's book, and get your Tesco Clubcard inked on your wrist.
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We've all had that moment of dread when you're stood at the till and the checkout assistant asks if you're a member.
You give them a smile, confident in the knowledge that you are and that your card is sitting in your pocket.
But when you reach into your jeans, it's nowhere to be found. You've left it at home, again.
Well, the 31-year-old, from Bideford in Devon had had enough of this social faux pas and decided to get the QR code for his card tattooed on his arm so that he'll never miss out on those sweet, sweet points.
The dad-of-three got the design sorted last summer, and says he's been a regular at his local Tesco, earning a cool £18 in points since. Easy money.
Speaking about the tat, Dean said he has no regrets.
"I still use it all the time," he explained. "I love the tattoo so much.
"Sometimes when I go in there, the cashier doesn't believe it's real - I have to tell them 'just scan it please!' and they're shocked.
"Everything's going up in price so I'm always making sure I get it scanned now.
"With the points, I'm going to save them up and save towards the cost of Christmas."
And with it proving to be such a lucrative investment already, the scaffolder says he keeps his arm hair trimmed to avoid blocking the code.
"Sometimes for presents, in the toy section things will be half the price when you get a Clubcard discount," he added.
"I've also done in the past where I've gone to Tesco and done a big shop, and the points I saved up would take it down by half.
"It will help out a lot, especially this year, with everything going up in price.
"I definitely don't regret getting the tattoo."
And he's now considering getting a tattoo of his Nectar card for when he shops at Sainsbury's.
Dean said: "I could use the one on my phone but I want to use the one on my arm as it’s funny. "
This is just Dean's world and we're all living in it.
Dominic Smithers