Birthdays are great- everyone tells you that 'it's your day', people calls you, friends post a million messages on your timeline and tell you how great you are and people give you presents, present you with good food and all that good stuff and you believe the hype. You expect everyone should be nice to you and celebrate 'your day' with you, right ? You expect friends to make a big fuss over your birthday and then you are let down when it doesn’t happen.
I'm not saying every person should sort themselves out, I love gifting people, especially people that least expect it. I hate it when people ask 'What are you going to buy me for my birthday?' because I always feel guilt-tripped into buying presents when it should just be organic. You want people to buy you stuff and make you feel special? Great, but when last did you go out of your way to make someone's special? I approach my birthday each year with the lowest of expectations, without preparation, and I am always pleasantly surprised by the thoughtfulness of a few people here and there. As others have said, nurture a handful of friendships, and moderate your expectations.