As others have mentioned, I've entirely shied away from "mundane" magical weapons. My players must ask anytime they want to purchase potions and scrolls. Some places have them, most don't .
When I'm in a pinch, I give out unusual items from the DMG. But no simple items, no basic + weapons. It's become a bit of a joke to them, since every weapon seems to come with some extreme negative consequence or price. And many of my player's past experience is anchored in "conventional" D&D, with "I swing my magic sword to do hit more often and do more damage." So it's pretty new to them.
Consequently, and oddly, they are rejecting most of the magic, which has it's own flavor, but is also a bit of a shame.
Hilarious+*cough cough*: the dunce of the party gets demi-godlike localized insights and delivers them to a massively powerful malevolent creature in exchange for adventure leads and some minor treasure.
Hilarious + *neener neener*: They pass up a hugely powerful magic item because of the potential negative impact, and an NPC figures out they're hiding something (Natural 20 Insight) and runs out to investigate, and discovers and grabs it. Returns with a sheepish (but righteous) attitude.
Sad: Party hoards treasure (without using it) because of the cost, and as a result, a young NPC will likely never see his father again, since his soul is trapped in the item -- and the PCs know it. This story isn't done yet, so there's a slim chance it will be resolved.
One of my more extreme items, not yet shared with PCs, is Yladrin's Hammer:
http://www.enworld.org/forum/showth...hero!&p=7067032&highlight=yladrin#post7067032
But that's on the upper end of crazy. Most stuff is way more mild.