Mother always saved wrapping paper and bows, I assumed everybody did.
'Normal' is whatever you grew up doing.
My mother (and now some of her six children) used all of the methods listed in this thread: unused wallpaper, comics, reused wrapping paper. A teenager once received their favorite gift ($$) nailed with numerous nails between two 2 x4 's. They had to get it out without destroying the $.
A few years ago we added a new twist -- fabric gift bags. Buy cheap Christmas fabric and make reusable gift bags. We are all careful to only give them to each other so they will continue to recycle in the family.