Mounting debt and expensive childcare are putting children at risk, UNICEF UK has warned, as the charity claims 87% of parents of children under five worry about their future.
Based on findings from its annual survey, the charity said parents are not getting the support they need - particularly in lower-income households - and called on the government to do more.
One respondent to the survey said educational toys and books are too expensive for them, while they can't afford days out and can just about buy second-hand clothes.
Joanna Rea, the charity's director of advocacy, said support for parents must become an "urgent national priority".
"This is the moment to start making the UK one of the best places to raise a child and reverse the years of underinvestment and austerity which contributed to the UK having the highest increase in child poverty of any rich country," she said.
"With a quarter of parents borrowing money to pay for the essentials for their children - supporting them must be an urgent national priority for the new government."
Other findings show:
• 38% dread the holidays because of the financial strain they put on the family;
• 25% have had to borrow money or gone into debt to make ends meet;
• 66% said the cost of living crisis had negatively impacted their family;
• 63% report struggling with their mental health while being a parent;
• 62% said childcare is one of the biggest challenges facing parents.
The charity is calling for the new government to introduce what it calls a "National Baby and Toddler Guarantee" to ensure children under five get the support and services they need.
But as a "matter of urgency", UNICEF UK recommends an end to the two-child limit and removing the benefits cap.
The two-child cap, introduced by the Conservatives in 2017, prevents parents claiming Universal Credit or child tax credits for a third child, except in very limited circumstances.
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Tap hereThe organisation also calls for every child to be guaranteed a place in an early education and care setting, with parents given access to mental health support.
"Behind these numbers are real parents skipping meals, worrying about making ends meet, and children going without the essentials they need, starting school already behind their peers, and growing up in stressed and stretched households with parents struggling every day," Ms Rea added.
"But this can change, and it can be different.
"Investment in children, families, and the early years sector will not only transform the lives of millions living on low incomes, helping children to get a fair start in life that sets them up with the skills they need to succeed, but it will also benefit all children and everyone in society."
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