Wow, your question assumes that everyone REALLY likes getting better! Now that I give it some thought, I guess that's true.
See, I was going to say that I like giving better, but I give in hopes of receiving. I really enjoy giving gifts more than I enjoy receiving them, but the reason is because I GET when I give.
I get the enjoyment of shopping, which I love to do. I make a lot of crafts for Christmas as well, and it's therapeutic for me so I get that therapy. I love, love, love wrapping gifts so when I do, I get the enjoyment of that process. When I get gifts, I get to see the joy of the recipients and I get the satisfaction of knowing I gave them that joy. I get to feel appreciated, which is something I feel I need. I even get to express my feelings through gifts. For example, I have a sister I can't stand. We do not speak to each other at all. But I give her and her kids gifts. It's my way of letting them know I love them in spite of it all.
And the truth of the matter is that if I didn't receive all those things, I probably wouldn't bother with it at all.