I remember my ex's sister and her family (hubby and 2 kids). Every year on xmas eve we'd go up there and do the gift exchange. We put a limit of $50 on each person and would buy nice, useful, well-thought out gifts for them.
In return, they'd hand us a $25 gift certificate to a restaurant, the mall or where ever - SIGNED FROM THE 4 OF THEM.
I am NOT materialistic by any means, but to me, handing someone a $25 gift card, who gives you and your family thoughtful gifts, is just plain fucking rude, careless and selfish. I think my ex's mother was even embarrassed, but never said anything. The 2 kids, on the other hand, would have a room full of expensive shit that they were totally ungrateful for.
These people were not hurting financially, either. If they were, by all means, I'd totally understand.