I would definitely say that this will vary from couple to couple. I learned a long time ago that since my bf makes so much more than I do, that I will never be able to spoil him as much as he does, so I often go the more creative route...something nice, sometimes a watch or an xbox game he'd been eyeing, and then a framed scrapbook-y page and so on. Three years ago I was strapped for cash around christmas and made up my own "12 days of christmas" song and spread out his presents every other week
after christmas. He liked it that year, because even though the presents got smaller as I had to find things that I could by 10, 11, 12 of, it was nice because he was getting surprised long after the holiday...I had just given him my version of the song on christmas. Its a little late in the season now, but last year I sewed one of the Bucilla christmas stockings, and gave him the stocking with little presents inside it.
They look like this:
