You can tell them a couple of things. You can tell them the truth (relative to their age); that money is tight, and that keeping a roof on their head and food in their mouths is more important than "things". Or, you can tell them that they won't get presents from charity because you are too proud. Not that it's a bad thing, but I suppose if you were TRULY that proud, you wouldn't be feeling sorry for yourself and whine about what others are getting when you may have had the same opportunity for your kids.