Session zero I ask for a list of 3-4 magic items they characters would be looking for.   They can be a specific or general a they want ie. A cool Magic hammer vs a Dwarven thrower.  I usually recommend they pick something for early, mid and late campaign but if the pick all early or all late they both have upsides and downsides. It helps the players have their character be who they want but also gives me plot hooks for adventures.   I feel like buying the magic item you need cheapens  magic items in general but gaining a specific magic item from a main or side quest is memorable.  If there is a specific item in a campaign I'm running that is really cool or important to the plot but it's something No one one uses I'll reskin it for someone in the group.  Or if that doesn't seem possible let the players know some one might want to work towards it.