Skip to main content

Holidays electronics purchase intent is highest for …

Categories such as smartphones and smartwatches are benefitting as consumers spend more time away from home, says NPD.

More than one-third of consumers expect to purchase a consumer electronics product this holiday season.

That’s according to The NPD Group’s annual Holiday Purchase Intentions report. The study found 36% of consumers expect to purchase a consumer technology product this holiday. That is slightly down from last year (37%) and up from 2020 (33%).

Among consumer electronics categories purchase intent was highest for smartphones, followed by headphones, tablets/e-readers, and smartwatches this holiday.

Consumers with high discretionary income are the main driver of smartphone demand. In fact, 27% of respondents with an annual household income over $150,000 noted interest in purchasing a smartphone this holiday while only 13% showed interest in the $75,000- $150,000 income group and 12% of those with an income below $75,000.

Following smartphones, consumers reported interest in purchasing headphones and tablets/e-readers this holiday, with smartwatches rounding out the top four. Notably, interest in purchasing a smartwatch hit a three-year high and had the strongest year-over-year interest gain of any CE category.

“Excitement around newly released devices and a longer stretch of holiday promotions will help determine what consumers purchase this holiday season,” said Ben Arnold, executive director and technology industry analyst for NPD. “In addition to these high-interest categories, TVs and smart home products remain CE staples during the holiday timeframe. We can expect promotions to drive unit sales in these categories for the fourth quarter.”

This ad will auto-close in 10 seconds