Holiday Gift Spending 2026: What Parents Are Really Planning

Opt-in online survey of Cool Mom Picks readers, 2026-10-06 – 2026-12-16 (collection window). Not a representative national sample. Results update as answers come in. Early results · Nov 2026. Question bases are qualified submissions that answered or were shown the question, as labeled; not verified unique parents. Multi-select percentages may exceed 100%. Small cells and revealing complements are withheld.

Age of your youngest kid you're buying for
0–2; 3–5; 6–8; 9–12; 13–17; 18 or older
Base: answered

Your total holiday gift budget per kid
Under $50; $50–$99; $100–$199; $200–$349; $350–$499; $500 or more; Not sure; Prefer not to say
Base: answered

Compared with last year, you'll spend…
More; About the same; Less; Not sure
Base: answered

Where will you do most of your holiday shopping?
Amazon; Target; Walmart; Costco or other warehouse club; Department stores; Toy, book or specialty stores; Small local shops; Directly from brands' websites; Etsy; Secondhand or resale; Other
Base: answered

How far along is your holiday shopping?
Haven't started; Have ideas, haven't bought; About halfway; Almost done; Done
Base: answered

About how many gifts per kid?
1–2; 3–5; 6–10; More than 10
Base: answered

Experiences or things?
Mostly things; Mostly experiences; About half and half
Base: answered

What's at the top of your youngest kid's wish list?
Toys; Video games or consoles; Books; Clothes or shoes; Phone, tablet or other tech; Sports gear; Arts and crafts; Experiences or tickets; Money or gift cards; Other; Not sure
Base: answered

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