Oooh I have VERY strong feelings on the topic of gift giving!
I think you are either a gift giver, or you are not.
I do not buy into the 'you should accept all gifts and be grateful that the person thought of you' argument because quite often, they really haven't.
My ILs have more money than sense and if I don't give them a list of things I would like for Christmas by the 2nd week of November they buy me CRAP that I would NEVER buy for myself or even use. I have a drawer full of paper napkins as proof of this. Their attitude is 'well if you don't like it you can take it back and change it'.
My attitude is, if a job is worth doing it is worth doing properly. So if present buying is not your forte either give a giftcard or ask for suggestions. Don't do a half hearted attempt that you know will mean that the person then has to trek to the shops and go to the hassle of exchanging it.
I have been known to send a link or 2 in DHs direction, usually because I have time to scour the net and he doesn't. Also because english isn't his first language so searching in a second language is even tougher. Most of the stuff I like isn't even available here.
My family are spread over 3 countries. Amazon wishlists are a god send, particularly since you dont have the option of taking stuff back if you get sent something from another country.
As for the 'i can buy my scarf and he can buy his shirt' argument, that only works if you can both afford it. And that opens a whole other can of MN worms - how couples organise their finances.
Is it any different to kids writing to Father Christmas?