As the holiday shopping frenzy accelerates into late November 2025, parents are confronting wish lists that span the spectrum from budget-friendly toys to luxury electronics, revealing stark economic pressures amid persistent inflation. A recent survey highlights the dichotomy: inexpensive Barbies at $11 jostle for space with iPhones costing upwards of $800, underscoring how children’s desires are testing family budgets in an era of uneven recovery.

The data comes from a nationwide poll conducted by CNBC in partnership with market researchers, capturing responses from over 1,000 parents. Toys and electronics dominate, with 42% of kids requesting dolls and action figures, while 35% eye smartphones and gaming consoles. This blend of low- and high-ticket items complicates budgeting for families still grappling with elevated costs for essentials.

Survey Insights Reveal Widening Price Gaps

Parents report an average planned holiday spend of $450 per child, up 8% from last year, per the CNBC survey. Yet, the requests skew extreme: budget options like Squishmallows and LEGO sets under $50 appeal to younger kids, while teens push for AirPods Pro at $250 or the latest PlayStation 5 bundles exceeding $600. ‘It’s a real challenge balancing what they want with what we can afford,’ said one respondent, a mother from Ohio.

Google’s Holiday 100 list, driven by search trends and published on Google’s blog on November 3, mirrors this. It ranks viral toys like Labubu figures and DJ Furby alongside gadgets such as portable projectors, with searches for ‘Nintendo Switch 2’ surging 150% year-over-year. These trends signal a market where impulse buys meet calculated splurges.

Gaming’s Grip on Gen Alpha and Z

Video games and in-game currency top many lists, with a Investopedia survey finding parents budgeting $737 on average for gaming gifts. Nearly 60% of kids want video games, and 48% specifically request items like V-Bucks for Roblox or Fortnite, according to a study cited by Vice. The Entertainment Software Association notes three in five children hope parents game alongside them, blending gifting with family bonding.

Posts on X amplify this, with users sharing anecdotes of kids prioritizing digital loot over physical toys. Rakuten data from prior years, echoed in current discussions, positions gaming subscriptions as perennial favorites, with only 22% seeking physical titles per a VGC report trend.

Economic Pressures Squeeze Parental Wallets

Inflation lingers as a backdrop, with 62% of parents in the CNBC poll citing financial strain, planning to cut back on non-essentials or opt for store-brand alternatives. Retailers like Walmart and Amazon report booming sales in affordable toys—Barbie remains a staple at $11—while high-end electronics drive premium traffic. Target’s holiday data shows a 20% uptick in toy sales volume but flat dollar value, indicating shoppers favor quantity over luxury.

Broader web searches reveal similar patterns: The Strategist lists 104 ideas, emphasizing under-$50 picks like Play-Doh Barbie amid teen demands for Nintendo Switch 2. ParentMap curates 25 editor-approved gifts, from Bluey toys to Ms. Rachel audio players, catering to toddlers through tweens.

Viral Toys and Social Media Amplification

Social platforms fuel trends, with TikTok and X propelling items like the Mini Brands fridge and weighted vests from Google’s list into must-haves. Global News highlights 18 viral picks, including LEGO and Ninja gadgets, while their toy roundup praises Bitzee and Yoto for interactive play. Parents on X note kids’ insistence on these, often discovered via influencers.

The New York Times’ 2025 Holiday Gift Guide, launched October 31, spans frugal to fancy, with kid sections featuring sensory toys and STEM kits. T Magazine offers niche advice, like gifts for minimalists, reflecting diverse family dynamics.

Retail Strategies and Supply Chain Realities

Retailers are adapting: Best Buy stocks extra iPhones anticipating demand, while Mattel ramps up Barbie production. Supply chains, stabilized post-2024 disruptions, ensure availability, but tariffs loom as a 2026 risk. CNBC notes 35% of parents will finance big-ticket items via buy-now-pay-later, a 15% rise from 2024.

Industry insiders watch closely; NRF projects $989 billion in holiday sales, with toys at $28 billion. Gaming’s dominance persists, per ESA, as Roblox and Fortnite ecosystems thrive on microtransactions disguised as gifts.

Shifting Family Dynamics in Gifting

Beyond materialism, surveys show experiential asks rising—theme park tickets or family gaming nights. Vice reports Roblox’s metaverse events as indirect gifts, with parents buying virtual items. X sentiment echoes this, with users praising non-digital requests like pocket knives or sewing fabric in some communities.

Parents seek balance: 50% plan ‘no-spend’ days or handmade gifts, per informal polls. Yet, peer pressure from schoolyard chatter amplifies demands, as one X post laments kids equating holidays with tech hauls.

Looking Ahead to Retail Reckoning

For retailers, 2025’s lists signal resilience in toys amid electronics volatility. Analysts at Investopedia forecast gaming as the priciest category, pressuring margins. Parents, meanwhile, navigate via surveys and lists, turning data into strategy.