But that's you Schwab....
Different families have different traditions, and you can't judge them by your standards.
So you don't buy lots for Christmas, but I don't buy lots for birthdays. In our house, Christmas is for presents and birthdays are for the celebration. My children are lucky if I get them £50 of presents for their birthdays. I rarely spend that much. But on birthdays we celebrate the person. My daughters will have the money spent on their parties. For family, we'll all go out for a nice meal. Is that any better? No, just different.
Other people (I know and on here) won't buy their children much at Christmas at all, but all year round will pick something up for their children if they see it. Is that better? Is it any less materialistic? I don't think so. I know someone who picks her children up something most weeks (a book, a magazine, toy that they want, something reduced in the sale) that's almost 50 presents over the course of the year. Whereas if I were to see something for my children, it would get put away for Christmas. I don't think it's any less materialistic to restrict your giving to one time of the year, rather than spreading it out over the course of the year.
No one way is right, and I reckon they all balance each other out in the end. But I don't think you can just dismiss people who give lots at Christmas as overly materialistic, because whilst for some it is, for others it is merely restricting what is given all year round. For example, in my children's Christmas sacks they are getting a years supply of socks, pants, school tights. My daughter actually requested new school trousers this year... Lots of gifts, but very little tat.
I don't think you can assume people who buy lots are necessarily buying tat. Some will, but equally I know families where they just buy each other a token gift for Christmas (and that generally is tat). Whereas, I'm getting some new boots I wanted, some books for work and hopefully a new light shade. We do lots of presents, but we don't do tat and we don't do landfill. I don't think you can assume more presents = more tat. For some yes, but not for everyone.
Everyone does things differently, and whilst I hate the giving of tat and buying stuff for landfill, I don't think you can just dismiss people who give lots at Christmas for that. Different people do things differently, and I don't think anyone can judge and say their way is better. It's not.