I don't know - they may be thrilled to prove to themselves that they're not broke anymore.
Which is unfortunate for their finances, for sure, but that's more proactive than how you put it - "lifestyle has crept it." Really, lifestyle was towed in by a Ford F150.
What's the difference? To you, nothing, except perspective. You can communicate to your existing friends that they don't need to do that for your benefit, and that you're more interested in saving than spending, and you can still occasionally travel hack a trip or two to join them via AirBnB and credit card rewards (rather than all-expense-paid-resort sort of spending). If you feel obligated by gifts, politely decline the most extravagant ones, but you may want to allow for there to be some people in your life who just express affection or gratitude with "stuff," so long as it doesn't come to an arms race.
Alternatively, take a more lead role in your social network, assuming it has value, even if it's not all the values you have right now. If you're the one suggesting really cool things to do that don't cost All the Dollars, it may give them the opportunity to realize they can be friends even without meeting outside the country once every 3 months.