I try not to be the annoying "It's my birthday month~" type, but I do remind people on the first day of it that my birthday is in X days, and then again the week before. Otherwise, no mentions.
Though, I'm pretty vocal about what I like -- my fandoms, likes, dislikes -- so I'm usually not too difficult to gift for. I also will take it pretty well if you just ASK me what I want, and I'll even give you lists of things I've had my eye on if you want me to. So, yeah, not usually much of a fuss for me.