(1) He has been hooked into modern American commercialism. You say he watches TV a lot, that means a lot of commercials in which you see women SOOOO happy to get this or that, or running around the store with big grins on their face. Also, a lot of TV show perpetuate the myth that all women go nuts over expensive gifts (my wife is same as you, she can't stand for me to "waste" money).
(2) Gift giving is the easiest LL to speak. AOS can require quite a bit of work (which takes away from TV time ), and the others involve getting up close and personal with the S. I think gift giving (unless it really is the LL of the person) is a sign of laziness. Now of course, there are gifts and there are GIFTS. For people who really know how to speak the language, gifts can be very meaningful. But just buying some pretty bauble or a boquet of roses is easy.
Just my $0.02
"Recollect me darlin, raise me to your lips, two undernourished egos, four rotating hips"