Hmmm... my players must be weird. Last campaign, my players blew FAR more money on rebuilding an orphanage, buying a whole city block of property and remodeling it, building a museum, establishing a bookbinding business, selling tapestries they wove on their magitech loom, and buying fantastical statues than they did on magic items; this was in Ptolus, where there's a literal magic-mart built into the setting.
In my homebrew campaign, though, I am doing away with magic-marts; all their items will be what they find in the dungeon and win for themselves, or they'll be potions/scrolls which they can buy once they find the two or three NPCs in their small local town who can make them.
If they ever do go to a larger town, they'll have a small chance to shop for rarer items, but it will be a one-time occasion, I expect. Of course, this is an e6 campaign, so the implied magic level is quite low.