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.
There are a few birthdays I try to remember. I'm bad at remembering, so I have them in my phone calendar to help. I think it's worth bringing up to them as something you'd appreciate too.