I understand anti-consumerism and agree that consumerism is a problem. Be the change you need to see in the world but also be gentle to your loved ones who may not get it yet. A gift is an expression of love and there are ways to deal with an unwanted gift that need not hurt the feelings of the gift-giver.
I really want to change the way my family and my husband's family does gifts. Of course, I'm more comfortable making changes with my own - we pretty much end up each of us getting everybody one gift, with my parents getting my brother and I something more expensive. The last few years, my brother's been asking for tools (he's re-building an old BMW and builds a bunch of cool stuff, very handy) and last year I asked for money to buy running gear & new shoes, the year before that I asked for hiking boots. My family basically is not great at picking out gifts, and we all have everything we need. My mom doesn't work anymore due to health issues, so I try to ask her for stuff she can find at awesome prices on ebay (she enjoys doing this & has the time) - this year I'll ask for a wool sweater. My brother and dad don't enjoy shopping - I know for a fact my brother tends to do all his shopping the day before ;). I think I'll bring this up over Thanksgiving - try to offer my parents something more helpful, like my husband and I taking a day to declutter/throw away/clean up their basement so that selling their house/moving is easier. As for my brother - I'd much rather spend time with him & his gf playing a board game or baking a cake, and I'm sure he'll feel the same. So I'll try to do it (and report back if I remember) -- keep gift giving at a minimum, try to do away with it with my family!
We'll see about husband's family - their gift exchange actually makes me feel kinda sick, sooo much stuff (and a lot of it doesn't seem that thoughtful/well-gifted). I'm encouraging him to touch base with his family to see if they still enjoy this pattern they've fallen into, or if something different would be just as nice.
My issue is that I actually don't like gifting. I don't enjoy buying gifts, and I don't enjoy getting them (unless it involves me saying what I want, then getting it, which my parents do and prefer). I also really hate clutter, and live in a small apartment in a city. (OK, not that small, but I'd like to keep it open and liveable and not full of stuff). I legitimately prefer not getting anything, to getting stuff that is OK and I don't really want - some people reaaally don't get that.