Remind yourself that $10/wk is $520 a year. I can give up any luxury easily, even without being tight on money, by looking at how much it adds up to in a year. I once said I couldn't give up my Bonne Maman French blueberry preserves at $6/jar every two weeks, but that's $156 in a year, a lot of money to just shove in my mouth. Also when I get a craving for a food luxury, I wait ten minutes and then tell myself, "Okay, you would have inished it already and wouldn't have it anymore. So there's some money saved."
The only "luxury" we have around here is our cell phones. Once the baby's born, even though we can't afford the early termination fee, we're going to let the phones go and just take a hit to our credit. We need them right now because it's the only way I can contact anyone when I go into labor, and AT&T won't let us cancel one phone and keep the other without paying the termination fee.
We've downgraded all else (and have the lowest plan AT&T offers) and constantly look for ways to cut more and keep our eyes open for a cheaper and cheaper downgrade.
It's easier to accept the cuts when you try to make a game out of how much money can be saved. If what we normally buy is $1.99, and we find a cheaper alternative for $1.25, then that 74c is saved, and it's encouraging to see a little savings start. More than one it's this little bit of savings that gets us through when we just don't have any more money and my fiance has to get to work. It's not a truly fun game, but it makes it easier to accept.
I miss my good preserves and whole wheat bread and good tea and Splenda or sugar and our old monthly date night, but these things get consumed/done, and we'd rather spend what money we have on things that are going to last long-term. Better a new pair of insoles that will last several months than going out to McDonald's.
It sucks at times, but is do-able. There is no luxury we haven't cut back on. As soon as we can afford to move to a cheaper place, we'll do this too.