I buy basic stationery for back to school and pick up discounted branded stationery in September that goes in the Christmas stockings. I’d have to buy more anyway, and it costs me about the same but feels special to the dc.
My general year-round policy is that I buy basic items for the dc - shoes, school supplies, clothes, etc and if they want fancy or branded versions they can save up and add their own money to what I would have spent anyway. So anything branded is a treat even if it’s quite an ordinary item.
I often give sports or hobby kit too. Again, a brand or style they are lusting after, so it feels special. But the price difference between what I would have paid anyway for a basic version, and the branded one is effectively the cost of the gift. Knowing what they really want though is important.
Packaging can make a big difference. My df is utterly set in his ways, and can be sort of unsettled by gifts (I suspect asd). He likes a particular brand of beer. I got a wooden caddy in Poundland, and painted it and turned an ordinary 6 pack into a hamper with a couple of bags of nuts. He was delighted.
I used to think cellophane and a big bow was the key, but in recent years I’ve tried to cut back on plastic. I keep an eye out for lidded baskets now if I’m doing hampers, or I’ve used jute bags, rolled down, with cardboard to strengthen it.
I’ve given dd craft supplies before in a plastic drawer/shelf organiser. Wrapped up it was a huge and impressive gift but all of it, I would have bought anyway.