The only adults we buy for are parents and my husband. Apart from them, we only buy for children. We all sing from the same hymn sheet, so no hard feelings.
I spend £20 on each nieces and nephews.
My children will usually get what they've asked for...but within reason and they know that things cost alot of money. They don't always get the same amount spent on them. I don't buy tit just to bring it to the same value. I buy what I think they'd like or what they've asked for and within our means.
If they want something expensive, it is usually for a birthday present. And they know how to save.
I've also bought second hand toys...because I believe that not everything needs to be new. You can buy fully boxed, 'like new' toys, such as Playmobil for a fraction of the cost. Its really worth checking.
There's also some lovely little things on Etsy, like craft sets.