My children are always asking for things their ...

You simply tell your kids the truth. Tell them that you have more than some, and less than others. This rule applies to everything in life.

It would probably work best if you explain to them that whatever it is they want they need to work for. Have them little shores around the house until they save up enough for whatever it is that they want. This makes it easier on you, rather than forking up the cash, little by little, your children will work for it. Either they won't want the item anymore by the time they have enough for it, or they will and they will feel very accomplished beings that they bough it themselves. That'll give them something to brag about to their friends! Good luck!

One thing that I see from children that receive much without having to work for it, is that the essence of responsibility is hard to establish. I myself was spoiled as a child, and during my first years away from home, I found it quite difficult to push myself to work for anything, as I was always given what I desired. I am not saying not to be generous; however, maybe there is a way that they could receive money, and budget in a way over a period of time, or do chores around the house and receive a monetary reward for doing so. This way, they are learning responsibility (and after either deciding to spend all their money on one item- leaving them broke, or spreading it out by spending reasonably) which will instill in them a more mature mindset when it comes to money.