When you get flowers, gifts, etc on your special day(s) and you say "You didn't have to do that" do you really mean it?

I get this a lot from my mother or my s/o. I’m thinking they’re glad I remembered and if I didn’t they’d be disappointed. Does it make you feel special when you receive flowers or gifts and do you say the same? Why or why not. And would you be sad if you didn’t receive anything. The smiles tell me I’d better remember.