I wouldn't participate in that program either. I would NEVER ask my students' families for gifts or donations. I teach in a low income area and nearly 90% of our students are on free or reduced lunch. No way would I ever ask them for something like that.
My favorite gifts from students are their hand drawn cards and letters. I also just love anything they are excited to give me. Where I teach, there aren't going to be big giftcards and expensive gifts, and that's just fine with me.