Tech devices and content will be popular holiday gifts

Seventy-four percent of U.S. adults plan to purchase a tech product as a holiday gift this year. 

That’s according to the Consumer Technology Association 26th Annual Consumer Technology Holiday Purchase Patterns Study, which forecast that tech spending during the 2019 holiday season (October-December) is projected to reach $97.1 billion in revenue in the U.S., on par with last year’s actual spending. 

Brick-and-mortar is the top channel for tech spending, according to the report. Overall, 87% of U.S. adult consumers plan to shop physical stores for tech gifts this holiday season, and 80% plan to shop online – both are up over last year. Of those shopping online, 65% plan to do so using a mobile device (e.g., smartphone or tablet) and 33% plan to shop using a voice-activated digital assistant.

The report also noted that streaming service subscriptions and video games are emerging as popular tech gifts.

 “We are in the golden age of content as more people consume more content across more devices,” said Lesley Rohrbaugh, director of market research, CTA. “New video streaming services, more 4K Ultra HD content and larger screens on TVs and smartphones are putting entertainment on gift lists this holiday.”

Other highlights from the study are below.

• More than half (59%) of U.S. adults plan to purchase a smart home product such as a smart doorbell, camera or lightbulb as a gift. Smart speakers, such as the Amazon Echo and Google Home, top the category with 38% of U.S. adults planning to purchase one this season.  
• As new features emerge with enhanced health capabilities and mobile connectivity, 43% of U.S. adults plan to buy a wearable (including smartwatches and fitness trackers) this holiday. Specifically, CTA expects over nine million smartwatches will sell this holiday season, up 2% over  over last year.
• Wireless earbuds will be a popular holiday tech gift to give with eight million units expected to sell – a 45% increase over 2018.  
• Another popular gift this year will be videogame products, with half (50%) of U.S. adults planning to purchase a gift in this category. One-third (33%) plan to buy a videogame console such as an Xbox One X or PlayStation 4 Pro and accessories such as steering wheels or joysticks.

To keep up to date with CTA's holiday and Black Friday research throughout the season, visit CTA.tech/holiday, where the report is available at no cost for CTA members.