As we round the corner toward the end of the year, parents are busy preparing for some big moments, including the start of a new school year and the upcoming holiday season. We interviewed 50 360PR+ MomSquad® in July 2026, most with children ages 0-8, to understand parents’ views on the evolving role of technology in children’s lives, parents’ shopping habits as the Consumer Price Index continues to climb, and where they’re getting holiday gift inspiration.

Key Takeaways

1. Children’s emotional readiness is a top priority for parents.

Two-thirds of parents we spoke with ranked emotional awareness and management as the most important skill for children to build, followed closely by independence and self-care and early academic skills.

2. Parents aren’t anti-technology – and are surprisingly open to AI for their kids – but they want breaks.

Technology continues to be a hot topic among parents, with half of MomSquad members surveyed expressing worries about online safety and screen time cutting into time for creative play.  “I just want balance,” said one MomSquad member.  When it comes to AI, more than half of parents we surveyed believe children should start learning about AI as young as elementary and middle school. Three-quarters of parents reported using AI themselves, with meal planning at the top of their AI query list.

3. While the Consumer Price Index continues to tick up, parent spending is holding steady for the upcoming holiday season.

Most MomSquad members surveyed in July said they plan to spend about the same or more this holiday season as they did last year. Family experiences – tickets to a special event – and trips are at the top of parents’ lists for family gifts, followed by arts & crafts supplies, classic toys, and books for their kids. While the holidays look bright, three-quarters of parents we spoke with said higher prices are impacting how they shop for everyday essentials, such as groceries. As one member explained, “The high cost of everything, including back to school supplies, is hard.”

4. Parents appreciate a sale.

To make budgets go further, price-conscious parents say they’ll shop deals on Black Friday (#1), Cyber Monday (#2), Amazon Prime Day (#3) and Walmart Day (#4). E-commerce editors will have their hands full sorting through all of the deals from brands – relationships, the right items and commission structures will no doubt help.

5. Social media is the top source for holiday gift inspiration.

Social media and influencers posting on those platforms will play a larger role in holiday shopping decisions than friends, retailers, or online searches. In addition to partnering with influencers, it’s important PR teams have relationships with social media producers for news and lifestyle publishers as they look to increase their share of holiday clicks, too.

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We’d like to thank 360PR+ MomSquad members who participated in this research.

If you’re curious to compare how parents were feeling just a few months ago, be sure to read our last MomSquad report, published just ahead of Summer 2026.

© 360PR+ MomSquad.