Tech is once again a top holiday gift category, with shoppers focusing on high-impact purchases. According to the Consumer Technology Association (CTA), 88% of U.S. holiday shoppers plan to buy technology products, reaffirming its popularity as a sought-after gift. This trend is driven by the fact that technology is a gift that keeps on giving, offering joy, connection, and convenience to recipients. Most adults plan to spend the same or more on tech compared to last year, with 36% planning to spend $300 or more. The top reasons for this increased spending are the widespread use of technology, the availability of exciting new options, and the fact that technology is a gift that keeps on giving. Smartphones, wireless audio, and streaming subscriptions top the 2025 holiday wish lists. Nearly 70% of consumers are considering wireless headphones or earbuds as gifts, making them a popular choice. Cases, power banks, and smartwatches are also in high demand. Apart from hardware, the gift of content remains popular. Subscription services now account for nearly a quarter of tech gift spending, with video, music, and gaming services leading the pack. The big picture reveals that those planning to spend less on gifts of any kind during the holiday season are at a 15-year low, and 80% of consumers plan to spend the same or more on tech than they did in 2024. Price remains the top driver of where consumers shop, followed by convenience, brand availability, and return policies. Top tech gifts for 2025 include smartphones, wireless earbuds and headphones, subscription services, and digital subscriptions. Consumers will take an omnichannel approach, splitting purchases evenly between online and in-store. Deals drive timing, with discounts influencing not just what people buy, but when and how much. Thanksgiving weekend is expected to be the busiest shopping period, with 43% of shoppers planning to do the bulk of their shopping between Black Friday and Cyber Monday. To view the full report, visit CTA.tech/Research. Methodology: CTA's annual study, 2025 Consumer Technology Holiday Purchase Patterns, was conducted Sept. 2–10, 2025, among 1,201 U.S. adults. The margin of error is ±2.8% at a 95% confidence level. About CES®: CES is the most powerful tech event in the world, where global innovators and brands gather to do business and meet new partners. CES 2026 takes place Jan. 6-9, 2026, in Las Vegas. Learn more at CES.tech and follow CES on social media. About Consumer Technology Association (CTA): CTA is North America's largest technology trade association, representing the tech sector. Its members are the world's leading innovators, helping support more than 18 million American jobs. CTA owns and produces CES, the most powerful tech event in the world. For more information, visit CTA.tech and follow @CTAtech on Twitter.
