Have your friends bring only modest cards to wish you well.
I have a friend (USA) who threw her own birthday party, and invited all her friends. She too said "no gifts", but she mentioned that she treasures cards that show people's feelings and has their names on them. She indeed treasured them and displayed them for quite some time. She received no gifts.
The reason this approach may work for you is that it fills the need for someone to bring something. They bring a card, and it allows them a way to say and feel that they brought something (their best wishes).
Now you can walk away with something you may actually enjoy: a record of people's best wishes for you. And there are easy to dispose of if you read them only once.