As one who has waaay too much familiarity with this.. .
For me, marketing and ads are what suck me in so use them to your advantage. Go read online and user reviews of all the gear you already own and you will seriously get excited about it all over again. This happens every time I sell something - I make the mistake of reading the reviews I link to and then don't want to part w my gear!
If you are saving up for an amp - read reviews/specs for that and keep your eye on the prize.
yeah man i hear you i spend my money on everything like i have a list of stuff i need but i always get something i want before what i need all the time. working in a music store will do that to you haha.