A new report from the Consumer Technology Association (CTA)
® predicts a record 233 million U.S. adults (89%) will buy tech products during the 2024 holiday season, indicating an eight percent increase over 2023 and 11% more than 2022.
The annual
Consumer Technology Holiday Purchase Patterns report shows the top devices on consumers’ wish lists trend towards high-touch devices for day-to-day use, overlapping in categories for general use and productivity as well as entertainment.
This year's most desired items include laptops, tablets, smartphones, and wearables like smartwatches and rings. Notably, gaming consoles replace televisions in the top five product list, marking a shift from 2023.
"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,” said Steve Koenig, vice president, Market Research, CTA. “As hybrid work and digital lifestyles continue to evolve, consumers are investing in tech that improves productivity, entertainment and everyday living. This trend highlights how technology is not a luxury, but a necessity in modern households."
Continuing a trend starting in 2014, research reveals that more consumers (41%) plan to start their holiday shopping before November, while the majority (56%) plan to start shopping the week of Thanksgiving and Black Friday.
Additional consumer insights show:
- Any device that is “smart” or powered by AI is go-to tech this season.
- Interest in streaming media devices and video subscription services as gifts is rising.
- Thanksgiving week is viewed as when the “best deals” will be found.
- 26% of consumers are very likely to finish their holiday shopping by the end of Cyber Monday.
- Tech gift purchases are split almost evenly between physical stores (51%) and online retailers (49%).
Access this research, sign up for CTA Research Insights, and dive in to learn more about the trends defining our future at CES 2025.
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, that plan to shop this holiday season, specifically for tech. The margin of sampling error at 95% confidence for aggregate results is +/- 2.8%. 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.
About CES®:
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. Learn more at
CES.tech and follow CES on
social.
