New Melissa & Doug® Survey Finds 81% of Parents Say Holiday Traditions Matter, but Nearly Half Skip Activities That Feel Too Complicated

The 2026 Holiday Traditions Parent Survey of nearly 1,000 U.S. parents of children ages 2–6 reveals how families are balancing meaningful holiday memories with the realities of parenting young children.

WILTON, Conn., Nov. 12, 2026 /PRNewswire/ -- Parents want to make the holidays meaningful for their young children, but turning that intention into tradition can be easier said than done. According to a new survey from Melissa & Doug, a leading children's toy brand known for purposeful play and discovery, 81% of parents of children ages 2–6 say sharing holiday traditions with their children is very or extremely important. Yet 45% say they are likely to skip traditions that feel too difficult, complicated, or time-consuming.

The findings point to an opportunity for simpler, more accessible ways for families to celebrate together. As a brand that champions hands-on, purposeful play, Melissa & Doug believes meaningful childhood moments don't have to involve elaborate plans or perfect execution. They can start with simple opportunities for children and parents to play, create, and connect.

"The modern holiday experience for today's families is defined by connection, flexibility, and practicality, and parents are adapting traditions they grew up with to fit their own family's needs," says Lauren DeFeo Duchene, President of Melissa & Doug and EVP at Spin Master. "Melissa & Doug is a great partner to parents of young children, making celebrating holiday traditions easy, engaging and low stress for parents and little ones."

What Parents Really Want From Holiday Traditions

The Melissa & Doug 2026 Holiday Traditions Parent Survey of nearly 1,000 U.S. parents of children ages 2–6 uncovered several insights into how families approach holiday activities:

• 81% say sharing holiday traditions with their children is very or extremely important.
• 61% plan to introduce a new tradition or activity with their children this holiday season.
• 53% say their children often lose interest shortly after starting a holiday activity.
• 60% say some holiday activities are too challenging for their children to participate in successfully.
• 47% expect to spend more time than anticipated on holiday activities.
• 64% say holiday activities they enjoy create clutter and waste.
• 45% are likely to skip traditions that feel too difficult, complicated, or time-consuming.

While parents are eager to create lasting memories, the findings highlight a common challenge: finding activities that keep young children engaged, allow them to participate at their own pace, and don't add unnecessary stress to an already busy season.

For toddlers and preschoolers, hands-on activities that encourage creativity, imagination, sensory exploration, and pretend play can make seasonal celebrations more accessible and enjoyable. Activities that are age-appropriate, easy to revisit, and manageable for parents can also help families turn simple moments into traditions they look forward to year after year.

Making Holiday Traditions Easy Through Play

From decorating gingerbread houses to baking cookies and sending holiday greetings, some of the most cherished holiday traditions are the simplest ones. Melissa & Doug offers a variety of holiday-themed toys and imaginative play experiences designed to help families bring seasonal traditions to life through hands-on play, including:

• Wooden Gingerbread House Play Set: Brings the fun of holiday gingerbread decorating to imaginative play, without the mess associated with traditional decorating.
• Gingerbread Holiday Letters Playset:  Kids can build and decorate a wooden holiday post office, send festive cards, play with a Santa figure, and enjoy a fun countdown calendar.
• Countdown to Christmas Wooden Seasonal Calendar: Helps families establish a repeatable holiday countdown tradition with reusable magnetic pieces and built-in storage.
• Stamp & Sort Mailbox Play Set: Encourages children to explore the joy of giving and sending holiday greetings through imaginative pretend play.
• Slice & Bake Cookie Play Set: Lets young children join in the fun of holiday baking through hands-on pretend play.
• Make & Bake Pie Set: Hungry imaginations can prep, put together and "bake" deliciously imaginative play pies.

With 61% of parents surveyed saying they are planning to introduce a new tradition or activity this holiday season, if that activity can be a simple one that's all the better from parents' perspective.

Survey Methodology

The Melissa & Doug Holiday Traditions Survey was fielded in October 2026, with 986 parents living in the U.S. with at least one child aged 2-6 years old living at home with them. Survey results have a 2.8% margin of error.

About Melissa & Doug®

From timeless wooden and developmental toys to pretend play, puzzles, and arts & crafts, Melissa & Doug inspires the kind of kid-powered, purposeful play that builds the skills and confidence for children to thrive. Melissa & Doug is a wholly owned subsidiary of Spin Master Corp. (TSX:TOY), a leading global children's entertainment company. For more, visit Melissa & Doug.

SOURCE Melissa & Doug