Not an uncommon theme. I saw an amusing Best Buy ad featuring a young lady getting awkward hugs, kisses on cheek, and pinched cheeks..all for her incredible gifts she picked up there.
For me, winning equals spending time with those close to you and helping spread the good cheer to those that are less fortunate. I don't really want any gifts and enjoy that my parents haven't gotten me anything, because I don't believe that I need anything additional.