Try our approach: we don't buy each other anything for Christmas, birthdays, anniversaries, etc but what we do is to give each other gifts during the year when we see something the person would like . There are times we hear the other say something about loving to have X and down the line we get the other person X but there is never a special event associated with the gift giving.
It really takes away all the pressure of having to find the right gift for a special occasion.
We do get the kids something but we generally have a good idea what it is they want.