I was torn between buying a Jopen 6.5 or a Leaf Vitality for days.... Stalked the pages for a while. I finally decided on the 6.5
I find out my check cleared at the bank, I get online to go buy the 6.5 and find out it's out of stock! That made my decision much easier.
I have specific things I'm looking for and if I'm deciding between two similar ones I will just flip a coin. I consider budget as well. I almost added a Tantus Vamp onto my order too and said "No wait. Save that money for other toys!"
Read reviews and if you're still stuck you could go to forums or message a friend for a second opinion. I am TERRIBLE at making any simple decisions like what to eat at a restaurant so I usually have someone pick between 2 or 3 for me. I'm bad at being an adult.