My DH loves riding too, and though he buys fewer biking clothes than me, he still buys his share of "good stuff" of various brands.

We kid each other....when he gets a package I say "Sweetheart!-your daily bike parts delivery is here!"
And when I get a package (even if it's the only thing I've gotten all week and it's just a used book from Amazon or some vitamins or something) he'll call out "Sweetie!- your daily Ibex delivery is here!".

We have fun with it, even when we are not buying anything.