I am not a big gift giver, and I do not feel slighted if someone does not buy me gifts. The only gift that means anything to me is the gift of friendship itself. There is no price tag on that.
I live on a tight budget, and have to account for every penny. I totally understand if other people have to do the same. I give in other ways. My way is offering my time and attention - being available emotionally and ready to offer assistance.
At the same time, no friendship should be one-sided, and if it is, it is not a true friendship.
I don‘t keep score, and don‘t worry if I make more of an effort than the other person does. I am a low maintenance friend.
On the other hand, if I am the only one picking up the phone, if phone calls are never returned, and I sense that the only effort being made is mine, I tend to cease and desist. I let the ball drop at that point, and stop being available. Usually one of 3 things will happen:
1) I will notice that they never call me back (a good indication that the friendship existed only in my mind);
2) They only call when they want something. (A good indication that my only value is in what I can do for them = USER);
3) They only call when "no one better" is around. They are lonely or bored, boyfriend dumped them, life is in the toilet, other girlfriends blew them off, and I am the only one who hasn‘t stopped speaking to them.
I invest a lot into friendship, so when one really blows me off, it cuts to the quick, and hurts like hell. I never feel quite the same about that friendship again once that happens, and I quit investing so much at that point.
Almost always these "friends" resurface. They know what they have lost eventually.
I am done with people like that. I would rather have no friends than fairweather friends.