My husband grew up in a family where greeting cards were not exchanged. Birthdays were not a big deal. In my family on our birthdays, we were the King or Queen for the day. We didn't have much money, but attention doesn't cost anything and there were always cards purchased or hand made.
This difference was a source of hurt feelings and misunderstandings. Everett said that cards were a rip off. I said cards were a great way to express love. One birthday Ev said, "Get in the car. I want to show you something." He took me to the card counter at a nearby store. He went straight to a certain card, picked it up and handed it to me. "There. That is the card I would give you if I bought cards.
Everett has learned that cost is not as important as the message your soul mate gets from you. He even gives me cards on Easter now. One year on my birthday he gave me two cards--one sweet and sentimental, the other one funny and sexy. I still have them both!