Key Takeaways
- Nearly nine in 10 U.S. adults plan to shop for tech gifts this holiday season, even though only 58% describe their finances as stable, down from 66% in 2025.
- Wireless audio is the No. 1 tech gift, with 67% considering headphones or earbuds, and 43% of shoppers plan to do most of their gift buying from Thanksgiving through Cyber Monday.
The Consumer Technology Association (CTA) revealed that nearly nine in 10 U.S. adults plan to shop for technology as a gift this holiday season despite growing financial pressure— 58 percent of respondents describe their finances as stable, down significantly from 66 percent in 2025.
The CTA recently released its 2026 Consumer Technology Holiday Purchase Patterns study that officials see as showing the enduring value and utility of technology despite economic headwinds like increased cost of living and tariffs. Prices are top-of-mind as 86 percent of respondents say pricing is extremely or very important when deciding where to purchase technology gifts this year.
The report shows shoppers plan to lean on Thanksgiving-week deals, buy gifts both in-person and online, and gravitate toward phones, mobile accessories and wireless audio. Those who plan to spend more on technology this year cite widespread use of technology, growing interest in technology among gift recipients and describe tech as ‘a gift that keeps giving.’
Why Does Tech Remain a Top Holiday Gift Despite Tighter Budgets?
Steve Koenig, Vice President, Market Research, CTA, observed that technology is “central to the fabric of our daily lives, helping us stay connected, enjoy the entertainment we love and improve our health.”
“From mobile phones and accessories, wireless audio devices, wearables and content, tech remains a gift that delivers long after the holidays are over—even as shoppers tighten their budgets.”
Which Tech Gifts Are Shoppers Considering Most This Holiday Season?
Smartphones top the wish list and rank fourth on the gift list, with 53 percent considering one as a gift and 63 percent of those buyers are eyeing a foldable or flip model. Wireless audio is the number one tech gift: 67 percent are considering wireless headphones or earbuds, more than any other product, with earbuds (58 percent) holding a slight edge over headphones (55 percent). Other notable findings about the 2026 holiday shopping season:
- Phone accessories round out the top five planned gifts: cases (58 percent), portable power banks (55 percent) and wireless charging docks or pads (50 percent).
- Wearables remain popular while smartwatches cool slightly: wearables rank second on the wish list, yet smartwatch gift consideration fell to 46 percent from 53 percent.
- The gift of content endures: 67 percent may gift a subscription service— led by video (47 percent), music (39 percent) and gaming (35 percent)— and 27 percent of tech gift budgets are expected to go to services or subscriptions.
As for the channels they will use to purchase a gift this season, 81 percent expect to buy tech gifts in-store and 79 percent online. Thanksgiving week drives timing as 43 percent will do most of their gift buying from Thanksgiving through Cyber Monday— 62 percent say it offers the best deals— and 46 percent are very likely to shop Cyber Monday.
To read the full study and browse CTA’s full catalogue of market research insights, visit CTA.tech/research.
