Gift-giving, while not religious, originated as an act of love. People who really cared about others gave them something meaningful as a token of affection. It didn't have to be expensive, but it was usually thoughtful, and the giver knew the recipient would like it. Giving gifts today has, more often than not, lost that meaning. The holiday shopping season begins even before Thanksgiving.
Stores extort everyone into spending as much money as possible.
Kids make mile-long lists of expensive toys they want from Santa Claus. Parents can go into debt attempting to satisfy their children's demands. Giving a gift to someone often becomes a matter of obligation and not of any real feeling. People buy others presents simply so they will get something in return. I once knew a girl who would distribute her Christmas presents to her friends and casual acquaintances a week before Christmas so they would feel obligated to buy her a present while they still had the chance.