When I was 6 or 7, I realized the neighbors (who were absolutely AWFUL) received more presents than my family did and the only difference was that their family made more money.
I started thinking about all the kids in my class, and the ones that got the most presents weren't the nicest kids, they were the ones with the richest parents. Then it clicked.
My husband and I agree that it's just a marketing ploy and don't typically exchange high-cost gifts. We'll make food and enjoy the lazy day with a new videogame or puzzle, but rarely anything more than that.