When I was in grade school, I was more materialistic and wanted nice toys. I was more simple minded than today. Our family Christmases were fairly modest, however.
By the time I got to college, I understood more complex concepts. My mom liked to say, around Christmas, "it's not the presents, it's our presents that matters," when we were home for the holidays.
Now I have no local family ties so I don't go Christmas shopping. My brothers and sisters still enjoy keeping in touch on line, but no need for gifts or the rat race.