My DH is lovely to me in many ways but an absolute nightmare when it comes to making me feel special on my birthday. Usual excuse I ran out of time (my response - you've got a whole year ffs, how much time does it take??).
I'm still waiting for him to sort out a card from DD a week later so I've told him forget it. He did send me a card and bought me a jacket.
To be honest I have had the conversation about it making me feel sad, undervalued and pissed off but the next year it's the same.
I'm now just resigned to the fact he's useless at this but does show his love and appreciation in many other ways so have decided not to waste time worrying about it and go out with my friends instead!