I've lost friends by being kind to them- and also because they were kind to me. Gifts- big one-sided gifts- can kill a relationship. Equality is replaced by obligation. Much better to sever the link than to be reminded every time you see a person's shining face that you owe them one. They say you should give anonymously so as not to reap the gratitude; I say you should give anonymously so as not to reap the resentment.
There are times when you have no choice but to give- because it's the only moral thing to do- but you shouldn't expect a reward. Rather the reverse.