A new Consumer Technology Association (CTA) report projects a surge in tech shopping for the 2024 holiday season, with an anticipated 233 million U.S. adults (89%) expected to buy technology products. This marks an 8% increase from 2023 and an 11% jump from 2022, according to the Consumer Technology Holiday Purchase Patterns report.
Consumers are leaning toward practical, high-utility devices that enhance both productivity and entertainment, with laptops, tablets, smartphones, and wearables like smartwatches and rings topping their lists. Notably, gaming consoles have risen in popularity, replacing televisions in the top five, reflecting a shift toward interactive entertainment choices over passive media consumption.
Steve Koenig, CTA’s Vice President of Market Research, notes that the rising demand signals tech’s critical role in daily life. “The surge in U.S. consumer interest in technology products this holiday season reflects a growing demand for smart devices, AI-driven solutions, and home automation tools that offer convenience and enhanced connectivity,” Koenig said. He highlighted that with hybrid work and digital lifestyles becoming the norm, consumers are prioritizing tech to enhance productivity, entertainment, and seamless day-to-day connectivity, underscoring tech as a household essential.
Shopping trends reveal a continuation of early holiday shopping, with 41% of consumers planning to start before November—a practice growing since 2014—while the majority (56%) intend to shop during Thanksgiving week and Black Friday. This anticipated rise in sales reinforces tech’s essential place in modern households, as consumers seek out devices that blend seamlessly with their digital lifestyles and daily needs. With record numbers projected, 2024 is shaping up to be a landmark season for tech in the holiday shopping landscape.
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CTA’s 2024 Consumer Technology Holiday Purchase Patterns was administered as an online survey among 1205 U.S. adults (aged 18-plus) from August 27 to September 4, 2024, who plan to shop this holiday season, specifically for tech. The margin of sampling error at 95% confidence for aggregate results is +/- 2.8%. The sampling error is larger for subgroups of the data.
About Consumer Technology Association (CTA)
As North America’s largest technology trade association, CTA is the tech sector. Our members are the world’s leading innovators – from startups to global brands – helping support more than 18 million American jobs. CTA owns and produces CES – the most powerful tech event in the world. Find us at CTA.tech. Follow us @CTAtech.
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CES is the most powerful tech event in the world – the proving ground for breakthrough technologies and global innovators. This is where the world’s biggest brands do business and meet new partners, and the sharpest innovators hit the stage. Owned and produced by the Consumer Technology Association (CTA), CES features every aspect of the tech sector. CES 2025 takes place Jan. 7-10, 2025, in Las Vegas.
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