H.A.
A tradition I have with my kids is that we adopt an angel (child in need - wishlist)... I get each child an angel the same age as they are. We shop together for their angel. I think it helps my kids understand there are kids out there that need underwear, socks, coats, etc. We always buy at least one need and one toy. I feel like this gives my kids some humble view of how much they have... that while other kids are making lists of video games and the coolest trendy toy.. other kids the same age don't have a winter jacket that fits. I also think it helps them understand the holidays should be about appreciating what you have and helping others that aren't as fortunate.
I've done this since before my oldest son was old enough to know... it makes me feel good, and since we adopt kids the same age as mine I have a better idea of what kids that age need and like.
Hope that helps :)