Thanksgiving Tech Shopping Surges Despite Economic Concerns
ARLINGTON, Va. — A significant study by the Consumer Technology Association reveals that 152 million adults are gearing up to purchase technology products this Thanksgiving season, a remarkable statistic given the current economic landscape. This demonstrates that technology remains a steadfast choice for consumers even amid uncertainties.
The latest shopping trends indicate that many consumers are reassessing their budgets in various retail categories, yet technology continues to shine. The anticipated participation in Cyber Monday is notably higher, reflecting a broader trend towards the utilization of digital tools for finding deals and comparing prices.
Gary Shapiro, the CEO and Vice Chair of the Consumer Technology Association, commented that despite numerous tariff adjustments in 2025, the yearning for technology products remains vibrant. He emphasized that stabilizing these tariffs could lead to reduced inflation and bolster consumer confidence, which is crucial as 2026 approaches.
While most shoppers are planning to maintain their spending levels on gifts compared to the previous year, there is observable caution among many. A significant number of consumers are considering scaling back their expenditures, a shift largely attributed to worries about the cost of living and overall economic stability.
In its comprehensive Holiday Purchase Patterns Study, 46 percent of individuals who intend to spend less this season cited economic strain, particularly due to soaring prices linked to tariffs. The National Retail Federation has noted that despite the economic headwinds caused by these tariffs, resilience is still present in the retail sector.
Cyber Monday's importance continues to grow, with 47 percent of holiday shoppers planning to engage in this shopping event, closely paralleling the 51 percent who will shop on Black Friday, highlighting a balanced enthusiasm for both major shopping days.
A staggering 65 percent of consumers believe that the month of November offers the best deals, and many are increasingly relying on digital tools to help in price comparison and savings maximization, including setting deal alerts and using loyalty programs.
This shopping season, technology is set to outperform other categories where consumers expect to spend less, including toys, jewelry, and various appliances.
According to Steve Koenig, CTA's Vice President of Market Research, technology consistently ranks high on holiday wish lists because of the tangible benefits it brings to everyday life. It keeps people connected, entertained, and productive. Millions are anticipated to choose technology, not just as gifts, but also as essential tools that aid them in securing the best deals and finding the most significant products for their needs.
The top technology gifts expected to soar in popularity include:
- Wireless headphones and earbuds, looking to be the best-selling items this holiday.
- Video subscription services, which have gained substantial traction this year.
- Protective cases and accessories tailored for mobile devices.
This report highlights a fascinating opportunity for retailers as tech products become increasingly central to holiday shopping. CTA's research shows that technology's relevance will only continue to grow, becoming synonymous with the joy of gift-giving during the festive season.
About CES
CES is a pivotal tech event worldwide, serving as a launchpad for groundbreaking technologies and fostering collaboration among innovators. Owned and executed by the Consumer Technology Association, CES brings together major corporations and fresh talents to share insights and forge future partnerships. For those interested, CES 2026 will take place in Las Vegas from January 6 to 9.
About Consumer Technology Association
As the foremost technology trade association in North America, the Consumer Technology Association is dedicated to representing the industry's interests. Their members span from startups to global powerhouses, collectively sustaining over 18 million American jobs. CTA orchestrates CES, the leading technology event on a global scale, housing a wealth of information and insights pertaining to the tech sector.
Frequently Asked Questions
What are the expected top tech gifts for Thanksgiving?
Top tech gifts expected include wireless headphones, video subscription services, and mobile accessories.
How many adults plan to buy tech during Thanksgiving?
Approximately 152 million adults plan to purchase tech products over the Thanksgiving holiday.
What impact do tariffs have on consumer spending?
Many consumers are concerned about tariffs that raise prices, leading some to spend less on gifts this holiday season.
Why is technology important this holiday season?
Technology provides value in connectivity, entertainment, and productivity, making it a favored gift choice.
How is Cyber Monday trending compared to Black Friday?
Cyber Monday is gaining traction, with nearly as many shoppers participating compared to Black Friday, indicating a broad interest in digital deals.
