I think it's something you are taught at a young age. People learn the joy of giving, by giving. If you are never taught that, you don't know what you are missing.
When i was 16, i bought a bathroom vanity for my parents 25th wedding anniversary. I knew my Mom had wanted one. It cost me $70.
Now.....before you laugh at the price, realize that i was in high school, working part time and making $1.60 per hour. Took alot of hard work to buy that thing. I got it a month early, and as i was a kid living at home, i had no where to hide it. So i gave it to them early. (Fact is, i didn't drive yet either, so i had to have my Dad drive me to pick it up). So they got it a month early.
It was a good feeling to see my Mom's face when we brought it into the house. Dad got to set it up.
I'm very glad i had to do it early..........my Dad died 2 weeks before their anniversary.