Depends on the givers income level. Cost of a gift is all relative to the givers wealth.
Someone with a good bit of money, won't think much about $200 as it's pocket change, and may buy someone whatever hot gadget gift that year.
Or they may know the person reads a lot and a reader would be a good gift, and buy them one regardless of income level. But not really no anything about it and get them one the person doesn't want--as they didn't want to ask them and spoil the surprise etc.
So it really is something you only buy if you know exactly which reader a person wants, or if you're very knowledgeable on readers yourself and can make an informed purchase the person will likely pleased with.
I always just ask--people tell me what they want or they get gift cards if I don't know what they want. I don't have more time or patience to spend on this silly gift buying tradition.
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