My family has a tradition regarding gift tags on presents. You don't just write To: Name and From: Name. You have to write a clue about what's inside and as we take turns opening gifts, the recipient has to read the clue out loud and try to guess what it is. My brother also has a "tradition" of wrapping gifts in whatever store circulars are in his local paper.
So for his birthday this year, one of his gifts was a book. I found a Target ad that showed a woman on a couch reading a book and I wrote, "What? Some people actually do this?" He reads a lot and every time I mention a book, he interjects with "You know, you're not a strong reader," in a mock condescending tone. This is because I'm in a book club and until I discovered audible.com, I rarely ever finished the book. The problem with reading is, you can't draw or make beads at the same time!