If you take the 'name brand' side of it out I think it goes a little further than shiny things V house full of love .

I vote for a better margin on the financial side. It's good to also plan for the things you cannot see coming iykwim?
Like if one of the kids needs something that requires more $$$, or if they show some sort of skill/talent that you would like to extend for them.
Things like holidays (although can be exxy) can also be an important part of family life and life experience.
Sometimes an opportunity might come up for the family or an individual family member that would be sad to pass up for lack of $$$.

Not to mention the effect that strained finances can have on a family.