Know what kids want, where to shop and when to buy to find hot toys,
score great deals and make your holiday budget go further.

NEW YORK, Oct. 15, 2026 /PRNewswire/ — With 10 weeks until Christmas, holiday toy shopping is picking up as wish lists come together, retailers roll out seasonal promotions and shoppers look for ways to make the most of their holiday budgets. Experts at The Toy Insider – the most trusted toy resource for parents and gift-givers – are sharing their best tips to help shoppers shop for toys with confidence this holiday season.

“Holiday shopping should be part of the fun, not another reason to stress!” says Ali Mierzejewski, Editor in Chief at The Toy Insider. “If you missed the big October sales, there’s no need to panic. There are still plenty of opportunities to find toys kids will love at prices that work for your budget. With a little planning and the right guidance, you can spend less time worrying about shopping and more time looking forward to those big smiles when the gifts are unwrapped!”

The Toy Insider’s 2026 Holiday Toy Shopping Tips

• Go in with a plan. Find out what’s on the kids’ wish lists, decide how much you’re willing to spend on each child and know what items to prioritize. Coordinate with family members so you’re not buying the same gifts. A little planning can help you stay organized, keep spending in check and avoid impulse purchases.
   
• Think beyond their top picks. A wish list is a great starting point, but it doesn’t have to be your only source of inspiration! If a child’s must-haves are outside your budget, consider age-appropriate options inspired by their favorite characters, hobbies or activities. The Toy Insider’s Holiday Gift Guide can help you discover great options across different ages, interests and price points.
   
• Shop with brands and retailers you trust. Whether you’re shopping online or in stores, stick with reputable retailers and toy brands. When buying online, double-check who’s actually selling and shipping the toy. Some third-party sellers may offer knockoffs at suspiciously low prices or charge inflated prices for hard-to-find toys, so take a closer look before checking out.
   
• Know when to buy – and when to wait. If a child has their heart set on a particular hot toy, consider grabbing it when you find it at a price you’re comfortable paying. Popular toys can sell out, and there’s no guarantee they’ll be restocked before the holidays. For other toys on your shopping list, you may have more flexibility to wait for upcoming promotions, including Black Friday and Cyber Monday. Follow your favorite retailers through email, app notifications or social media to stay on top of deals and restocks.
   
• Don’t forget the batteries! The last thing you want is for a child to unwrap a new toy and discover they can’t play with it right away! Before wrapping gifts, check which toys require batteries and whether they’re included. Duracell is the official battery partner of The Toy Insider, and shoppers can find links to the batteries they need in our Holiday Gift Guide. Also take note of any assembly required so kids can jump right into the fun as soon as they open their gifts.

The 2026 Holiday Gift Guide is brought to you by Walmart, the preferred retailer of The Toy Insider for the holiday season. The Toy Insider and Walmart are making holiday toy shopping easier, bringing together trusted toy expertise and a wide assortment of top brands, value, and convenience to help shoppers find the right gift for every kid.

About The Toy Insider 
The Toy Insider is the go-to source for information about kids’ toys, tech and entertainment. Its expert team publishes two seasonal gift guides yearly and reviews toys daily to find what’s hot and trending. Visit www.thetoyinsider.com for reviews, toy news, giveaways and parenting tips. Follow them on Instagram, TikTok, X, Facebook and YouTube.

Media Contact:
Elizabeth Tran
LKPR, Inc.
Elizabeth@LKPRinc.com
973-885-0056 (mobile)

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SOURCE The Toy Insider