I don't expect anything from anyone, even family after a certain age. But it is nice when someone does something special for you, and that doesnt necessarily mean buying gifts.
Some people love attenion, affection from their partner and love to get spoiled like that. I mean there are so many ways to make someone feel loved, special and or spoiled. I guess it depends on the person.
But no one is obligated to spoil anyone, they shouldnt feel forced to do things because thats how what they see from others and think its expected.
They should do it cause they actaully care and it makes them happy to do those things. And if they are lucky they'll be with someone who actually appreciates the gestures without expecting them to be an everyday occurance.