I love Christmas and we are fortunate that we are able to spend money on each other and on family, plus one or two friends. I responded to an OP's post about small or spectacular earlier and that broadly encompasses our view. I have been trying to get others we buy for/who buy for us to move away from tat. I don't want it for a million reasons; ethical, mental health, practical. We are getting there I think, although I have one friend who still gives me several (very) small items when I would much rather nothing or one thing which costs the same. It comes from a good place of course, and it's lovely she wants me to have things.
For each other we tend to upgrade things we would use otherwise - fancy jams (but flavours I know he likes, not random novelty shit!), chocolate, hot chocolate, coffee, bath and shower products. We both like different vintage things so there will often be second hand items - clothing, vinyl, books, kitchenware. We also do tickets for events.
I understand they're not new ideas and nor do they solve the problem for people who are struggling financially. Those of us who have some spare money do need to find a balance between not buying shit for shit's sake, and keeping businesses going where we can (I won't buy from Amazon for example, but I recognise I am lucky to have the choice to spend a bit more to buy things elsewhere).
But seriously, second hand.