Maybe this is wrong, but I don't think that a person who is taking part in the commercialized madness is necessarily desecrating the religious meaning. If the intent is genuine and altruistic, then the adherence to consumerism doesn't negate that. "True" religious people, who try to recognize the holiday's Christian meaning, buy and receive gifts too. It's too intrinsic to our society to avoid.
Most Christians do, in fact, realize it isn't Jesus' real birthday, though the majority are equally as unaware of the holiday's true origins. Unlike some aspects of their savior, they're willing to admit that the day is symbolic, not literal.
For the rest of us (the non-religious) it's once again such a societal convention that it can't be avoided. Try telling your kid he's the only one of his friends not getting gifts because you refuse to be a slave to the system. Or try "giving up" buying and receiving gifts some X-Mas. People will still get them for you, because it's such a tradition.
The closest I could ever think to being able to rid oneself of commercialization of the holiday is vowing to return any gifts, and donating the money to a pre-set charity.