I haven't really had the opportunity to buy my friends any toys, but I'd just use whatever option is best at the time. If I have points, I'll use them. If I don't (or am shopping somewhere other than Eden), it'll come out of my pocket. If I had a gift card, I'd probably just give the friend that and let them pick out what they wanted.
I got a massager wand with attachments and some massage oil for a couple friends. I have got lubes and a couple small toys for my best friend. Use points both times. If I'm going to spend my cash, I'm going to get them something they will get more use out of like make-up, body products or gifts for the kids. I just feel they can buy their own expensive sex products.