For context - big family, lots of children. We only buy for the kids.
Every year I ask what sort of things the children might like for Christmas, or what they're in to right now, so I can get them a gift they'll really enjoy (within reason as my budget isn't huge). This is also so my money is not wasted on something they won't use.
The same is not always reciprocated for our own. I know you shouldn't give to receive. But I put effort in to our gifts. My one year old was given something that says not suitable for ages 5 and under (by somebody with children so they do know), and my DD was given the same gift that she was given for her last birthday AND last Christmas. She was of course grateful and said thank you but I was disappointed for her all the same.
I half want to suggest that we just don't buy for each other's children and instead spend the extra on our own, or save the money. Not sure if I am being petty.