1- If you have children involve them - they will love to help you choose and wrap the present and choose and write the card. From my own experience, even very small children do understand that if they buy a gift for a friend, sibling or relative they can't keep it. Older children probably know better what their friends might like so you'll have a better chance to buy a good present.

2- Buy craft / educative toys - young children always love crayons, colouring sheets, stickers, play-dough and other "creative" toys. They are also just perfect to keep everyone busy on a rainy day, so they're good for parents too.

3- Give vouchers or money - it might seem like an easy option but if you have no idea what to buy, books or toy vouchers can be a good option. At least your money will go towards something they want. Alternatively, you could take the birthday boy or girl shopping with you and let them choose something they like.

4- Avoid noisy toys for baby and toddlers - although a noisy toy will probably turn into a much-loved favourite toy, it will quickly drive the parents insane.

5- Ask the parents or the child - if you're planning to buy a more expensive present or are buying for a go-child, niece or nephew, it might be worth asking the parents, or the child what they want - birthday gifts are important to kids, so it's important to get it right.

6- Keep a list of what you buy for whom - if you have a lousy memory this will eliminate the risk of buying duplicate presents… and save you much embarrassment too!

I hope this helps. Of course the most important thing about birthdays is to remember them - having forgotten many I do speak from experience!!