I go all out on birthdays and Christmas, and I love to give my kids "experiences" so they've traveled a decent amount, and attended many sporting events, plays, stuff like that. They've also done sports, drawing classes, day camps, just stuff kids enjoy.
But I've also tried to teach them that they don't get everything they want. My kids have known from a very young age, when we walk into a store and they see something they want, I'm not buying it (although, there have been a few occasions throughout their life that I've let that rule slide, but it is very few and far between). They don't even ask. If they've saved up their own money, they may spend it however they chose, but for the most part if it isn't for their birthday or Christmas, I'm not buying it. My kids have also known from a very young age that they are expected to behave in a restaurant or any other type place, and if they don't, we'll walk out. It only took once, when my son was 4, of us walking out of his favorite pizza restaurant, with the pizza still sitting on the table, to teach him that lesson.
We could indulge our kids a lot more than we do, and it's hard to know what is too much. I want be able to give my kids a lot, but I also want to teach them that everything in life will not just be handed to them, because I want them to be responsible adults someday.
Somedays I think I get it right, and somedays I'm sure I got it wrong. But I've had complete strangers coment how well behaved my kids are, so I'm hoping that means I've done more things right than wrong.
I love Aliceacc's quote: I love them enough to impose boundaries, and enough to occasionally let some of those boundaries slip just a little.