The Consumer Technology Association (CTA)® today is releasing a report showing 88% of U.S. holiday shoppers plan to buy technology products, reaffirming tech as one of the most sought-after gift categories.  

"Tech gifts are powering the holidays once again," said Steve Koenig, vice president, Market Research, CTA. "Whether it's upgrading to the latest smartphone, gifting wireless earbuds, or giving a subscription to stream holiday favorites, consumers are eager to share tech that delivers joy, connection, and convenience."

• Everyone uses technology.

• There are new/exciting options right now.

• Technology is a gift that keeps giving.

Smartphones top the wish list and rank within the top five tech products on the gift list. Nearly 70% of consumers are considering wireless headphones or earbuds as gifts, more than any other product. Cases, power banks, and smartwatches are also popular choices.

Apart from hardware, the gift of content remains popular. Subscription services now account for nearly a quarter of tech gift spending. Seventy percent of consumers plan to gift a subscription, with video, music, and gaming services leading the pack.

Big Picture: 

• Those planning to spend less on gifts of any kind during the holiday season are at a 15-year low.

• 80% of consumers plan to spend the same or more on tech than they did in 2024.

• Price remains the #1 driver of where consumers shop, followed by convenience, brand availability and return policies.

Top Tech Gifts for 2025: 

• Smartphones rank high on both wish lists and gifting lists, with 55% of consumers considering giving one as a gift.

• Wireless earbuds and headphones are nearly tied in popularity (62% and 59%), making them a go-to tech gift across budgets.

• Subscription services: 70% of shoppers plan to gift one, with streaming video, music, and gaming topping the list.

• Consumers anticipate 24% of their tech budget will go toward digital subscriptions.

Where and When Americans Will Shop:

• Consumers will take an omnichannel approach, splitting purchases evenly between online and in-store.

• Deals drive timing: Discounts will influence not just what people buy, but when and how much.

• Thanksgiving weekend: 43% of shoppers say they'll do the bulk of their shopping between Black Friday and Cyber Monday.

To view the full report, and dive into CTA's extensive catalog of industry research reports, visit CTA.tech/Research.