I give gifts to family and friends. Because I love them and think that one day a year they should be given something. Just to show they are appreciated and loved......Its a family tradition.
Others, I'm sure do not do this. For religious beliefs or some sort of family upbringing. That's okay. Its their choice.
So.....I'm guessing you do not practice the gift giving in your family. Or you have chosen to not do it anymore?