I realized the hollowness of forced gift buying for birthday’s and Christmas many years ago and stopped completely.
Now I only buy people presents when I’m rummaging around at antique stores or thrift shops and I see a gift that has relevance to someone close to me. It feels way more authentic and I love surprising someone with a unique gift they will actually love on a random Tuesday night.
I bought my brother a mint first edition coffee table book on Nepal because he is going on a trip there in a few months. I knew it was a treasure he would love the second I saw it (he is also a bibliophile).
Got my sister a beautiful hand drawn and nicely framed antique picture of a German Short Haired pointer (the dog we had growing up). It also matches her decorative motif and she absolutely loved it.
Both delivered on a non-holiday and as a full surprise. Giving those gifts (and others like them over the years) makes me understand why the tradition of gift-giving in human cultures is so important and cherished.