How often to the gift people want to receive gifts from their friends I guess is what I'm asking.
I've done some work on this so I might be able to help. It's not necessarily about gifts in the sense of grand gifts. It's more about small items that show you know them and are thinking about them. For instance, a book you know THEY would like, not that you would like them to read because you like it. Of course, on special occasions the gift might have to be grander, but even then it's not about saying "I love you" about $150 worth. It really is the thought. (Note: not with children, though. It's all about the gift. )
If you are out and see someone's favorite candy, etc., the fact that you knew their favorite candy, thought about them when you saw it, and took the time to purchase it and bring it to them is meaningful. So, it's not that they are materialistic. If they are, the gift thing is not about love for them.
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