It's a challenge we're also facing, especially as kids these days are exposed to so much more and have so many more desires!
We've been teaching our little one some very basic money sense like how mom and dad need to work to earn money to buy the things we need, and that we should be grateful for what we receive as many others less fortunate don't have the same privileges. It's amazing how much he soaks up, like when we eat out, he'll insist on paying the money we owe the aunty at the restaurant counter!
We also want to instil the value of saving and delay gratification, so we've started a little piggy bank system where he can see his savings grow, and he's actually quite fascinated by it, which is encouraging! We explain that some purchases Mom and Dad have to plan for because they're so expensive, and it seems to click with him.
It's a slow process, but we're hoping these seeds we plant now bear fruit in the years to come, financial literacy being a life skill everyone needs!