Many many fantasy campaigns have a trip to the magic shop. Some have frequent visits. Some not at all. In any case you usually here the same refrain over and over again from DMs "I want magic to be special and unique". Why not start with the most obvious place first. The magic shop. When your players can view the magic shop like a big box retail store of course magic isn't going to seem special. Sure you can drop the magic shop completely from your game. But where's the fun in that. Make getting a new magic item an experience. Doesn't have to be a massive quest, but anything more memorable than "I slap down 10000 gp for my new sword" will add to the atmosphere of the game.