I don't like to spend money anywhere, but sometimes you get what you pay for. I ride an expensive board, but didn't pay full price for it, expensive bindings and boots, but didn't pay full price for them.
On the other hand my jacket is a 10 year old Planet Earth, my pants were on sale for $35 last spring, my low light goggles were $40, and I think I paid about $90 for my helmet. My goretex gloves were on sale this summer for $25.
Where I don't mind spending is being able to ride. Bought $1300 season passes this year that get me out to 5 mountains. Three of them are some of the most sought after places to ride. No point in paying a shitload for gear if you're not getting out there on it!