It is the cost of doing business. I spend 200-1000 (or more) dollars per item to have it made, so buying a 40$ frame makes me pine for the old days. Yes the good old days when I was a kid. I guess ask yourself what the frame will do for you. Will it get you into a better gallery? Will it sell your painting faster? Will it make you stand out?

I think that a lot of (beginning?) artists do not realize that you will be paid back by the buyer for things like frames and supplies, so it is more like a loan than an expensive gift. A cheap way to circumvent the problem is to learn how to frame (or have a local carpenter do it) or buy your frames in bulk (always using the same canvas size).