Shopping with kids can be a real pain, of course. But, it can also be quality time if the parent intentionally treats it like a learning experience. Studies have shown that young children, 0-3 years old need a variety of situations where there parents are introducing them to language in order to prepare them for school. A shopping trip is a great way to use all kinds of language with your kids.
Also, a shopping trip can be a great lesson in generosity for kids. Have your kids help you go shopping for other people on your holiday list or even to give to kids through a charitable organizations. This way, they get to understand what it takes to give to others. How much more quality can you get than that?