GEL: Sometimes, telling him isn't enough. How about 3x5 index cards that say something like, "The way to GEL's heart is not by buying her things." "The only GIFT GEL want is Mr. GEL's PRESENCE." "If it costs money, don't bother." "GEL wants you between the sheets, not out buying the sheets"
Short of a baseball bat upside the head, that may be what he needs.