Is gift giving an obligation?

Christmas time is coming up and I am always thinking about my need to get people things. I was wondering is there ever a time when people give because they want to and not because they feel they have to? And also is there a way that you can argue that people don’t always expect things back in return?? I tried to think in terms of giving to charity but then again there is the fact that people do good deeds and subconsciously feel like they need to be rewarded for the good they’ve done.