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I agree with Trisha - it would depend on the kid's ages. If they are young, then set a good example and take them shopping. It doesn't have to be extravagant but you'll be showing them how nice it feels to remember someone else's day.
If they are older, then offer to take them shopping but leave it up to them. They may be sensing their father's disinterest already and they might be ready to drop the tradition.
And it doesn't matter that he doesn't return the favor. You are doing the right thing - he isn't.
My ex never took my kids shopping for my birthdays, Christmas or Mother's Days. I never mentioned it in front of them because I didn't want the kids to feel bad for HIS stupidity. But the kids always managed to make a sweet card or try to make me breakfast - and those memories are more precious to me than some store bought gift. I quit making any effort a few years ago when I offered for my ex to have the kids on Father's Day since it happened to land on my weekend, not his visitation time. He said "no, I don't want to see them. They did not properly acknowledge my birthday last year so why should I take time to spend with them now?" (Note: he was out of town on the birthday he is referring to and the kids DID have gifts for him when he returned.) I never offered again.