A shop window can make desire visible before anyone has examined whether it fits their life.

Wanting can be manufactured faster than thinking. A window is arranged so that the object appears in an imagined life, lit and uncluttered, before any part of you has asked where it would go, what it costs to maintain, or whether the version you already own works fine. Desire arrives first and reasoning arrives afterwards, usually to justify what has already been decided.

Put a gap between seeing and buying, even a day. Ask where the thing will live and what it replaces. If you still want it after answering those, that is a much better reason than the window gave you.