I too thought DS would be more interested in paper and boxes than presents.
He's just had his first birthday and I was totally wrong!
He adored opening his presents (I'd open the end and he'd pull out the present then check to see if there was another one in there
)
He loves his birthday cards. They're still up 2 weeks later and every day he points and them and wants to see them and inspect them (he checks the front, back and inside to see what pictures there are - totally adorable).
So, for his first birthday, the big hits were :
Books.
He particularly loves the "whose" big flap series, so "whose nose", "whose feet", "whose bottom" etc.
He also loves Where's spot and the Usbourne touchy feely series (e.g. That's not my tractor/monkey/monster etc.)
He also got a couple of musical books which he is obsessed with.
For books we read to him he loves the Gruffalo, Not now Bernard (I had to read that 7 times in a row this weekend), The very hungry caterpillar, Mr Gumpy's outing, Room on a broom, Peace at last...
Wooden puzzles - where there are 3 or 4 large shapes with knobs on that you fit into their space (IYSWIM, hard to describe).
Shape sorter.
Is he walking yet? Cos a walker is always a good buy. We got a lovely (non musical!) one that he still plays with despite walking unaided no problem.
Other big hits when he was 10 months ish was a musical activity table (and fortunately he hasn't yet worked out how to turn it on!)
A ball is always good too. Cheap and cheerful.
If I only had to buy one present for DS it would most definitely be a book as he adores them and it gets a bit boring always reading the same ones.