About to run a game for 6 of my friends tomorrow. I have everything

direct upgrades

>>55036406
Ask them about their characters; what they see them being like, how they will fight, etc. Also have a session zero and mention they might find some good deals on items for RP or planning out a bit of shopping (and give them some small discounts), but mostly pay attention to what they try to buy or are on the look out for.

This comes down to what kind of players you have. Some players will be happy with just direct upgrades. They like seeing their number go up, since it means they can keep doing what they're doing and skill kill bigger, badder things.

Other players want stuff that gives them options. Either items that give them tools for RP sections (Skeleton Key, Bottomless Decanter, items that let them spy on other people, traversal options, that sort of thing) or weapons that are about the same power level as what they have but have some property that gives them combat options (like elemental damage or some kind of debuff effect).

Then you have psychopaths like my players, who give the best reaction when given items with great power at risk or cost. Like a pendant that gives a big attack bonus at the risk of driving the wearer into a rage that threatens allies, or power scrolls that require blood (HP) to trigger.

If your group is RP heavy ask them about their characters and their motivations. Giving them something connected to that or even hints at it can make an otherwise random item feel special and can be used as a plot point in later sessions/adventure.