My thing is, just buy less tat. In fact buy less altogether, all year round. Wrapping paper that's metallic or glittery won't recycle btw, we had a leaflet from the council last year telling us not to put it in the recycling.
I mostly give food as presents. Home-made chocs, chutney or marmalade. Small children will get money given to their parents, bigger kids just get the cash. I've got presents hopelessly wrong for kids in the past so I find cash is the safest bet. I roll it up and tie it with a bit of ribbon usually, to make it look present-y.