Today isn't my birthday, just something I've thought about in the past.
Personally, me and my friends don't really exchange gifts on eachother's birthdays, but I always make the effort to at least give them a call to wish them a happy one/leave a message doing so.
They're good people and I love em', but overall they very rarely return the favor, and it kinda hurts my feelings ngl.
Only the ones that feel a high degree of social responsibility. I think it's more down to how people are socialized and their ability to show emotions than anything else.