This is my Godchild's son... who just turned 3.
He was opening presents and then when he got to the books we gave him, he didn't want to open any more gifts, he just wanted to look at the books.
I always try to give books as gifts (even if it's a long with a small toy) because I hope to instill the love of reading in others.
(These books were a big hit, because they were all about firetrucks, and rescue vehicles).
Although some times the kids look at the book, toss it to the side, and move on to things with lights, and sounds, or wheels.