Shop early, use coupons for toys when you can, shop sales, always check clearance. Make a list of what you want to get and for who so you can keep track. Use layaway if avaliable
I have heard Black Friday shopping is another great way to save. Never done it myself.
There are usually some good deals. We usually go a little later in the day so it is not as crowded, unless there is something specific we are looking for