Hello there!
It's always about priorities. If things come for free, we won't mind anything after all. But everything comes at a cost so we must identify what are the things we can't live without and that's how you decide what to buy.
You will buy rest of the stuff only if you have enough money which is also fine, sometimes we want to fulfill our wants as well and there's nothing wrong in that.
I try to have a NO Shopping month after every 2 months where in I do not fulfill any of my wants, only needs I buy. So ya, that's how I refrain myself sometimes. But not always.