After 1 year of not getting something in return, my extended family stopped giving us stuff (with the comment, 'why should we give you anything? you don't give us anything?'). If a person continues to give you something after that first year, they're actually giving the gift out of love, not obligatory payback.
I usually do a crafty item for people....rice mix in a bag, cookies, homemade candies, ornaments, homemade soap. I just do whatever I feel like that year. Some years, people only get cards. This year, people are getting jars of preserves.
If you are broke, I highly recommend the rice mixes. They went over well, and people liked not having another sweet item around the house.