We don't have a very high income, so can't even begin to compete with the other grandparents, who are very well off.
This year, I made some of the gifts, my 7yr old grandson specifically asked me for a waistcoat to replace the one that I made a couple of years ago. He chose some fabric, and I made him one in the fabric that he had chosen (cost £7), & another in another fabric. I made fudges, and we bought art and craft books, and found 'grown up' paints, and other art tools being sold on line, it meant that we had to think about gifts a long time e before Xmas. For my grandson, my husband made a bird house kit for the garden, and we bought an 'eye spy' book for him to mark of the birds that he sees.
In total, I think we spent £150 in total on my daughter's whole family, but we don't worry about how much we have spent on each person. One year we spend more on one child another it will be it the other and we will buy second hand things too if it's something in particular (for example last year we purchased a second hand pair of excellent quality binoculars for our young grandson).
Birthdays are simple we purchase a magazine subscription, and I make something.