Any gol income item is better the earlier you get it, simply because they earn you more gold. Now in S4 gold income items are also made to reap the best early game benefit. And they are, stats wise, some of the most gold-efficient items in the game.
Gives a flat magic damage proc, which mechanically is best early while the fixed damage is still relevant. It also rewards proper play of zoning and harass.
Is great for sustain and passive supports, as it can net you the most gold realistically and heals you for every minion nearby dying. Essentially if you plan to stay ion the lane for a long time, get this.
Not as common of a pick nowadays, but is great for tanks. It has the best way to get early game base health, so champs with defensive portions of their kits (tanks) really benefit.
Also, I will say Poppy does not really count as a support. You can play her bot lane and net your carry kills sure, but nothing in her kit specifically helps out the carry. If it works it works but if I may suggest you practice Morg a lot, as she is the favorite counter to Leona,. who is the most popular support right now in most ranked.
As for everything else that's a large topic. luckily I got you covered! Well, of you don't mind reading of course :P. I've been making a collection of Guide posts during my free time and the link is to my Support [Guide] just in case you're wondering.