Its a materialistic world and thus celebrating a non commercial Christmas is probably not possible. With loads of gifts on the net, one always wants to give the best to his or her loved ones. To see them smile instantly we need to choose one displayed.
But probably its only possible with children and kids where the consumer society has not yet affected to so much. Small children sometimes prefers to play and run around and have fun and does not always thrive for rich gifts. In a time like Christmas they love that their parents are at home and spending time together with them more than the fact that they are buying them rich gifts because they are too small to understand the worth of it.