Budgets, gift counts and where parents shop this season, from the Cool Mom Picks Parent Pulse. Updated as answers come in.
Same or less
Add your answer"Same or less" · Asked: Compared with last year, you'll spend…
| Answer | Share of parents |
|---|---|
| Same or less (combined) | 82% |
| About the same | 55% |
| Less | 26% |
| Other answers | Not shown (small group) |
Early results · Nov 2026 · Opt-in survey of Cool Mom Picks readers
Budget
Add your answer"$200–$349" · Asked: Your total holiday gift budget per kid
Other answers: Not shown (small group)
| Answer | Share of parents |
|---|---|
| $200–$349 | 22% |
| $100–$199 | 19% |
| Not sure | 16% |
| $350–$499 | 14% |
| $500 or more | 14% |
| Other answers | Not shown (small group) |
Early results · Nov 2026 · Opt-in survey of Cool Mom Picks readers
Gifts per kid
Add your answer"3–5" · Asked: About how many gifts per kid?
Other answers: Not shown (small group)
| Answer | Share of parents |
|---|---|
| 3–5 | 45% |
| 6–10 | 39% |
| Other answers | Not shown (small group) |
Early results · Nov 2026 · Opt-in survey of Cool Mom Picks readers
Where they shop
Add your answer"Amazon" · Asked: Where will you do most of your holiday shopping?
| Answer | Share of parents |
|---|---|
| Amazon | 86% |
| Walmart | 65% |
| Target | 54% |
| Other | 16% |
| Department stores | 11% |
| Directly from brands' websites | 11% |
| Small local shops | 8% |
| Other answers | Not shown (small group) |
Early results · Nov 2026 · Opt-in survey of Cool Mom Picks readers · Multiple answers allowed
Not started
Add your answer"Haven't started" · Asked: How far along is your holiday shopping?
| Answer | Share of parents |
|---|---|
| Haven't started | 51% |
| About halfway | 24% |
| Other answers | Not shown (small group) |
Early results · Nov 2026 · Opt-in survey of Cool Mom Picks readers
Things vs. experiences
Add your answer"Mostly things" · Asked: Experiences or things?
| Answer | Share of parents |
|---|---|
| Mostly things | 53% |
| Other answers | Not shown (small group) |
Early results · Nov 2026 · Opt-in survey of Cool Mom Picks readers
Wish lists
Add your answer"Toys" · Asked: What's at the top of your youngest kid's wish list?
| Answer | Share of parents |
|---|---|
| Toys | 44% |
| Not sure | 17% |
| Clothes or shoes | 8% |
| Phone, tablet or other tech | 8% |
| Money or gift cards | 8% |
| Other answers | Not shown (small group) |
Early results · Nov 2026 · Opt-in survey of Cool Mom Picks readers
Ages
Add your answer"6–8" · Asked: Age of your youngest kid you're buying for
| Answer | Share of parents |
|---|---|
| 6–8 | 29% |
| 0–2 | 21% |
| 3–5 | 18% |
| 9–12 | 13% |
| 18 or older | 11% |
| 13–17 | 8% |
Early results · Nov 2026 · Opt-in survey of Cool Mom Picks readers
The takeaway
Parents are planning a careful holiday. Most expect to spend about the same as last year or less, and the most common budget lands at $200–$349 per kid, spread over three to five gifts.
Experience gifts get a lot of attention, but in our survey parents are still choosing mostly things to unwrap, or a mix of both. And with almost half not started yet, there's still time to shop smart.
If you're working with a set budget, our holiday gift guide and gifts for kids are a good place to start.
Read next on Cool Mom Picks
How we asked
Opt-in online survey of Cool Mom Picks readers, Oct 6 – Dec 15, 2026. Not a representative national sample. Results update as answers come in. Answers from too few parents aren't shown.
Nominal 95% sampling precision at p = 0.5 only; not a population margin of error and not evidence of representativeness.
Full technical notes are in the downloadable methodology file.
Age of your youngest kid you're buying for
Answers offered: 0–2 / 3–5 / 6–8 / 9–12 / 13–17 / 18 or older · Base: parents who answered
Your total holiday gift budget per kid
Answers offered: Under $50 / $50–$99 / $100–$199 / $200–$349 / $350–$499 / $500 or more / Not sure / Prefer not to say · Base: parents who answered
Compared with last year, you'll spend…
Answers offered: More / About the same / Less / Not sure · Base: parents who answered
Where will you do most of your holiday shopping?
Answers offered: 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: parents who answered
How far along is your holiday shopping?
Answers offered: Haven't started / Have ideas, haven't bought / About halfway / Almost done / Done · Base: parents who answered
About how many gifts per kid?
Answers offered: 1–2 / 3–5 / 6–10 / More than 10 · Base: parents who answered
Experiences or things?
Answers offered: Mostly things / Mostly experiences / About half and half · Base: parents who answered
What's at the top of your youngest kid's wish list?
Answers offered: 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: parents who answered
For press and partners
Suggested citation
According to a Cool Mom Picks Parent Pulse survey (Live results, as of Nov 3, 2026)...
Live numbers change as answers arrive. A dated snapshot will be linked here for press.
Charts and data are free to use under CC BY 4.0 with attribution and a link to the report.
