Holiday Tech Shoppers Eye Audio, Subscriptions
A Consumer Technology Association study finds most U.S. adults plan to shop for technology gifts this holiday season, with price a major factor.
Updated on Nov. 3, 2026 in Spending
Live Poll
Do you plan to buy technology gifts this holiday season despite tighter budgets?
Nearly nine in 10 U.S. adults plan to shop for technology gifts this holiday season, according to the Consumer Technology Association's 2026 Consumer Technology Holiday Purchase Patterns study. Wireless audio leads the list, with 67 percent considering wireless headphones or earbuds.
Why it matters
The study points to a holiday season in which shoppers are weighing budgets carefully, as 58 percent describe their finances as stable, down from 66 percent in 2025. Pricing is a central consideration, with 86 percent calling it extremely or very important when choosing where to buy.
A Consumer Technology Association survey of U.S. adults finds 58 percent describe their finances as stable, down from 66 percent in 2025, while 86 percent rate pricing as extremely or very important when choosing where to buy technology gifts. Stated purchase intentions are not yet matched against actual holiday spending figures.
The players
Consumer Technology Association
The Consumer Technology Association is a trade association for the U.S. consumer technology industry that produces market research on consumer purchasing trends.
The details
Respondents plan to buy wireless headphones and earbuds at the highest rate, with 67 percent considering them, followed by phone cases at 58 percent and smartphones at 53 percent. Among smartphone gift buyers, 63 percent are considering a foldable or flip model, and 67 percent may gift a subscription service.
Timeline
Most holiday technology gift buying is expected to happen between Thanksgiving and Cyber Monday, according to 43 percent of respondents.
The study was released in November 2026, covering the 2026 holiday season.
Holiday Spending Trend
The 2026 findings extend the Consumer Technology Association's recurring Holiday Purchase Patterns series, which tracks how U.S. shoppers plan tech gift buying year to year. This year's drop in self-described financial stability, from 66 percent to 58 percent, marks a shift in the budget context surrounding those purchases.
Shoppers planning tech gifts may find that pricing and promotions matter more this year, given the decline in self-described financial stability. Subscriptions, cited by 67 percent as possible gifts, offer an alternative to physical hardware at lower upfront cost.
The takeaway
Comparing prices across retailers and considering subscriptions or accessories may stretch a holiday tech budget further. Shoppers who set a spending limit before Thanksgiving can better manage purchases through Cyber Monday.
Further reading
Explore more on Spending trends shaping household budgets this season.
More information
Browse the CTA full market research catalogue for the complete study and related reports.
Live Poll
Do you plan to buy technology gifts this holiday season despite tighter budgets?
