I would seriously confront your relatives on the number of gifts they are giving your children. You might think they would feel you don't appreciate what they are doing, but it is your children and you control what they get or don't get. My family does a bit of planning, and even then we don't have enough money to give that many gifts to each other. All the children get at most 3 or 4 gifts, and the adults get entered into a drawing for gift exchange. The only thing I could think of to teach them frugality is discipline. They need to learn that gifts are not something they should expect to get. If you limit the number of toys they get then they will learn to appreciate what toys they do get. If they are no cooperative, then discipline them appropriately. Take away the toys they already have and then they will learn to appreciate the toys they already have.