I think it's very difficult to get it just right on Christmas day once they get past 3 - you want to see their faces light up, but because most people in this country can probably afford to buy essentials like new pyjamas and toothbrushes and slippers throughout the year as and when needed, buying ONLY those types of things at Christmas and nothing out of the ordinary just wouldn't make a special Christmas for most UK children. Unless it's special lighty-up toothbrushes or favourite character slippers that glow in the dark or whatever!
I'm afraid as much as I'd like to be all unmaterialistic about it all, toothbrushes, hair slides, soap etc is what I put in a shoebox each year to send off to children in places like Romania who really do have NOTHING, and whose faces WOULD light up when they receive it.
I remember visiting the home of some family friends one Christmas when I was little, and looking at the kids' little piles of pressies, and to me, it was mostly the type of thing that they would have needed through the year anyway - eg deodorant, shower gel, gloves or whatever. I just couldn't help feeling that I, as a little girl, personally woudln't have felt thrilled at ONLY getting those as presents if that had been me, and I remember feeling sorry for them.
Now of course, as an adult I am thrilled to bits with the above, I would rather have things I'd actually use, be it something "day to day" or a bit more special, rather than yet another manicure set that I don't need. But I recognise that kids are different and not as practical-minded and most would rather have "fun" stuff, however tacky or impractical we as adults might view it. It makes me that my nearly 5 year old says a book is "not a proper present" (unless it's a Thomas the Tank Engine annual or a train book!), but then I remind myself that when I was a child, I thought much the same. I turned into an adult who LOVES books (I work in a library ) and my number one present to receive now would be a book or book tokens!
What I'm trying to say through all this waffle is that kids have very different views on what they find thrilling to what WE find thrilling, and we have to try and balance that with not going OTT with spending and buying into the consumerism issue too much.
God, that is so off on a tangent from the original OP. Sorry......