If we're compelled to shop for family and friends, it doesn't have to cost us the spirit of cheer and giving. If we find ourselves in conflict at the thought of consuming additional resources to placate a cultural bias of exchanging material goods, let's be honest with ourselves and remember that by virtue of living and surviving we consume. Consumption on its own is not the root of all evils. It's irresponsible and excessive consumption that causes havoc.
Shopping conscientiously is within our power.
First, stay away from purchasing items that have a low likelihood of use or a negative environmental impact. These are subjective assessments, of course, but even asking yourself the questions might encourage you to consider items that have a lower environmental impact. Instead of choosing an item on a whim or according to fads, think through what that person deeply enjoys and hence would use again and again, or consider a practical item that she could put to good use. Then translate that to the actual good. And while you're going through that process, consider making the purchase online.