Scrolls, potions, occasional wand. For the more powerfull stuff I use the power component option, this allows me some control over overproducing PCs. Actually one of my players have all the PHB(3.0) item creation feats. His goal was to retire the PC as magic school dean.
BAck on topic:SInce I play in "low(er)-magic" world the ability to create/customize magic items is more than just conviniance-it borders nessesity. Most (90%+) of the "magic shops" sell only spell components and items up to 2000-4000gp. You cannot just order an item and pick it up latter, you need to either echange it for LARGE (2 to 4 times regular) ammont of gold, swap it for another, take it from your vanguished foe, make it yourself or make contract with some very powerful individul-be it archmage, demon, angel or god(the last ussualy cost one most, even if not imediatly apperant). Some may find this too restrictive, but it works for us. [Just a side note, I started that camaign in 98, swiched from 2nd to 3rd in 2000. 2ed item creation still influence the way I am playing/DMing.)