Firstly, I am sure the reason I was only allowed to watch the BBC when I was little was because there were no ads.
Secondly, at the moment, Argos have a 3-4-2 on toys and the major supermarkets often have pre-Christmas deals. It's more aggro than just one Christmas shop, but you can save loads that way.
In my wider family, we have lists of what we would like, so money for a gift isn't wasted, and we often all chip in to a bigger present. It takes a bit of organising, but it can really make it special. I remember, in the early days of our marriage when money was incredibly tight, looking forward to Christmas as the time I would get things I wanted but didn't need (books, music, etc.) and, if I am honest, being rather sad at the realisation of what my PiL must have spent on me on stuff I didn't really want ....
Even now, I still keep a look out in charity shop/NCT sales/even Ebay for bargains and have no problem gicing second-hand bits to them.
Tbh, I tell mine if what they want is too expensive or if it'll mean one present from everyone. I don't want to crush them, but I am simply not going to spend what some people seem to.