360PR+ MomSquad® Insight Report: Parent Priorities for Summer 2026
As summer approaches, we tapped the 360PR+ MomSquad® — our trusted panel of parent-influencers — to better understand how families are planning and prioritizing for the season. Below is a summary of findings from this research, which was conducted in April 2026, with responses from more than three dozen MomSquad members.
Key Takeaways
1. Budgets, not time constraints, are #1 source of pressure as parents make their summer plans.
With tighter budgets ranking as the #1 source of pressure, how brands deliver value is a critically important message to deliver right now. Even better: how brands can help parents save. Expect upcoming Prime Day and Walmart Days with their special deals to be bigger than ever, with opportunities for brands to be top of mind for e-commerce editors’ picks, which tend to rank high in AI answers, too. Parents say they’ll feel other pressures too this summer, including coming up with ideas for kids’ activities, too much screen time, preparing for the school year ahead, being responsible for meals, and arranging childcare. That’s a lot on parents’ plates that brands can help with!
2. Packing their bags: Family travel is an expense moms say they are willing to budget for, with domestic destinations topping this summer’s itineraries.
That’s just the ticket for brands in hospitality, family attractions, local tourism, camping, road trips and US air travel. Though with higher fuel prices and new baggage fees by some airlines increasing travel costs, we may see more families returning to the “staycation.”
3. School may be out, but summer learning is in.
Nearly all MomSquad members we spoke with say summer learning is important and half believe they don’t have enough of the educational resources they need to keep their kids engaged in learning throughout the summer. There’s a real opportunity for brands to help fill the gap. Educational apps, websites, toys, children’s programming, and publishing brands can play a meaningful role in supporting families and making summer learning a little easier for parents and more fun for kids!
4. Social media is parents’ discovery engine.
Amid the rise of generative AI, real human recommendations still hold the most influence for moms we spoke with. MomSquad members point to their peers on social media platforms as the dominant way they’re getting advice for summer plans. For brands, that’s a reminder that authentic voices still matter. Parents, and especially those with significant followings, are helping shape and inspire the choices of other parents, reinforcing the value of brands partnering with parent-influencers on social platforms and now Substack, too.
5. Moms want fresh air!
When asked to select their top three most-anticipated summer experiences, MomSquad members cited travel and spending time outdoors as having near equal importance, followed by a change in the routine. Storytelling that taps into these themes will no doubt resonate with moms’ desire for adventure and fresh air this summer.We’d be happy to help with your summer plans – and beyond! If you’re a brand serving kids and parents, email us here. And if you’re a parent-influencer interested in the 360PR+ MomSquad, you can connect with us here.
© 360PR+ MomSquad.
