According to that book, there are five basic ways of showing and receiving love, named love languages: words of affirmation, acts of service, receiving gifts, quality time, and physical touch. I think most of us would say that we respond to more than one love language. In my own family, we all enjoy giving and receiving gifts. That doesn't mean that we're greedy people or too stuff-focused. It's just one of our ways to demonstrate our love for one another.
I was also thinking about how my family doesn't really spend money on ourselves, aside from basic living needs. The things on which many other families do spend hold less appeal for the members of my own family, including personal indulgences. So, giving gifts is a way for us to remind one another that we are each worthy of having something special every once in a while. It's just how we are and how we approach holidays and birthdays. It's our love language.
I also like to express and receive love through acts of kindness (often baking or sewing for a loved one or taking over someone's chores) and spending quality time with my family members (I think I've blogged a lot about that subject).
Other families and individuals express and are receptive to love in other equally valid ways. And I think this is reflected in how they engage on a day to day basis, as well as how they celebrate special events. Have you thought about your own love language?