I buy a gift for my brother every year and do not get one back from him. It doesn't bother me at all. The reason I do is because he lives across the country form us, our parents are both gone and I wanted him to have a gift to open at Christmas. I send a gift rather than a gift card because I want him to have something to open instead of just a card with a GC in it since for a while, I think this is the only gift he got. He now has a girlfriend with a family and they have a nice Christmas, but I have not stopped yet. Now I send something for the both of them. I do not expect anything back because he is not the most thoughtful guy, but every year on my birthday I get call and a song from him without fail! That means a lot to me too. More than a gift.
Last year a sent gifts to a some friend that we never exchange with. They live half way across the country and from talking on the phone we knew they were struggling financially. I sent them each a gift and some cheese and crackers. It got there right before Christmas and he told my DH that that was the only gifts there kids got that year. I had no idea things were that tight! I was truly glad for all the deals that I get because of all the wonderful shoppers in this board!