There is a brilliant article in this months Junior about this saying it's more a behavior/discipline thing with parents too scared to say no/stand up to their kids resulting in kids with a sense of entitlement and self-centredness leaving them less happy and secure in later life. The buying them lots of things they don't need is just part of it.
I have to say your ds does sound spoilt-you did ask. Comics are expensive(Beano aside) imho and mostly crap. I don't agree with a constant stream of presents (aside from bday/Xmas) and "stuff". I don't think it's good for kids but your son isn't actually demanding it yet. I'd just be careful he doesn't start expecting it or stop valuing things,there is a danger this will happen and who wants a child like that.
My sons are 6,dd 5 and I don't do any of that,they have lovely things at Xmas/bdays and a tiny bit of money from grandparents at Easter(instead of masses of choc) which they really value. Occasionally we treat them too eg sweets or an ice cream in the summer / give them a £1 to spend in a museum shop but this isn't a regular thing by any means, very much a treat and we won't be doing it for a long while as they've just had Xmas.
I'll never forget being in a gift shop once with a child in meltdown because mummy wouldn't buy her the v expensive toy she wanted. Mummy was buying 1, she wanted 2,she threw the notebook offered on the floor.Believe it or not this mother was reasoning with her not a bellow or frogmarch to be heard/seen.
My 3 just enjoyed looking at the things that were in the shop and skipped out when called. The only reason they did this was because they know we rarely buy stuff for the sake of it,it has to be a special occasion. I then went back in and bought dd the rock she'd been looking at and the boys the rubbers they'd liked-they were totally thrilled.
I personally don't want spoilt,rude,materialistic kids that can't cope with the fact that they can't have their own way all the time and every single thing they want to boot so we are firm as parents. I appreciate this is a parenting style and it's horses for courses however we are preparing our children for the big wide world and I'm afraid money doesn't grow on trees and children have to fit into society.
I don't think it's fair to give kids a false view of what life is like out in the big wide world. People will not let our children have their own way all the time why should they?They need to learn to be nice human beings thinking of others not constantly themselves.Also if they fritter money constantly they won't be in a position to keep up with mortgage payments.
My kids are by no means perfect far from it believe me but we are not permissive or apologetic for standing firm and I think it's this which causes a lot of the spoilt problems as much as materialistic goods. I don't think either are good but I think you could spoil a kid materialistically but be firm as a parent and just about get away without creating a brat maybe/probably not. The spoiling with things would make it all a harder journey though.
I would also say here are other ways of being thoughtful and I think kids actually value time more than things. Do you buy all these things because you enjoy doing it rather because he needs them?