A lot depends on context. In the library, there was pizza, a cake and a generally circulated card for every birthday except mine. In the 20+ years I was there, my birthday was remembered about one in every five. It got to be annoying after a while.
As a child, there was a little party with a few play friends and relatives. Now, a card from Mr. Thipu, a bunch of flowers from the corner bodega and a nice dinner out is the norm. I might get a phone call from SIL or members of her family.
On the other hand, SIL expects people to go all out for her milestone birthdays. For her 70th, she got a week in Key West. For her 50th, there was something planned for every month of the year. We're not talking about ice cream and cake. We're talking about things like a trip to the Grand Canyon and kayaking in Alaska.
It will be interesting this year because SIL has 'voluntold' us that she'll be using our house as a way station on the way to a class reunion and she'll be arriving on my birthday. It will be interesting to see what (if anything) happens.