Hey remember if you play D&D 3.x with normal rules people need healing items, magical armor, weapons and stat bounus items, or system doesn't work when you go up levels and monster resistances etc. expect players can pass them. Like I said don't call all items that give bonuses magic. Call them steel weapons or steel weapons with starsilver or something like that. Replace lame +1 +2 items for something like that.
Honestly if you play modules like I do/run getting those items from enemies who carry them gets old (yeh you get again 1 moderate cure potion, masterwork crossbow, 20 ammos, +1 leather armor, wait this guy has studded one, yay, +1 short sword, lucky you it's kukri this time around): I am running Council of Thieves just finished fifth one and this is usual way to get treasure, then you might find stack of loot with some low charges of restoration wand/moderate healing wand which you apperently will use up when you face the vampires, well not enough charges, buy some extra healing.
The artifact gotten at that level was good though, players really got attached to it, and my sister spilled some real life tears when party decided to destroy it.
I was playing through another module series, with similar npc enemy loot tables. At least they had rubys too. But when I had to arrange stock sale of 42 +1 short swords/daggers I feel merchant not hero. Good thing that group had heroes that liked being merchants too.
Point is it's not very magical. 4th edition changed most of relevant bonuses to inherent abilities or something. Not expert, don't play that edition, but it was kinda good idea. I liked one presented at book of nine swords better though. However actual magical items based on my reading are even more lamer than 3rd edition version. Magic is not about micro bonuses.
I kinda miss certain unpredictablity charm of earlier editions, but they had too much other warts that I don't go back dm:ing them. I steal items out of them, though much more interesting, and if player wants that legendary weapon it's obviously possessed by somebody or lying in the collections of bad guys right next to shrunken heads of failed heroes of old.
"Gifts" are fine sometimes, but make that interesting too. Intelligent objects are good for this, as are people wanting your "lucky treasure":
Rest of time, make things people really want quests. Magical shops need creepy materials and adventures to get them if they want them. You can give them discount from listed prices as much as you think is fair. And naturally people possessing that really good stuff probably want more for it than the listed price.
If you make them interesting to either get/possess players feel more about them. But don't make them constantly fight for possession, "gifts" have prices that are eventually complited, or it is very unfun and people start to throw things away because they obviously don't want the trouble or sell them for money or something you don't want.
Know people you play with, different people do these thing differently.