The 2025 holiday shopping season is shaping up to be another strong one for consumer tech. According to the Consumer Technology Association (CTA)’s latest report, a staggering 88% of U.S. holiday shoppers plan to buy technology products this year — a clear sign that gadgets, subscriptions, and digital services remain the go-to gifts for millions.

“Tech gifts are powering the holidays once again,” said Steve Koenig, vice president of market research at CTA. “Whether it’s upgrading to the latest smartphone, gifting wireless earbuds, or giving a subscription to stream holiday favorites, consumers are eager to share tech that delivers joy, connection, and convenience.”

So what’s driving America’s ongoing love affair with technology? And which products are topping the wish lists this season? Let’s unpack the findings.

Smartphones Lead the Charge

No surprise here — smartphones continue to dominate both wish lists and shopping carts. More than half (55%) of consumers are considering giving one as a gift, while an even greater share admit they’d love to receive one themselves. Whether it’s the new iPhone, a foldable Galaxy, or Google’s Pixel lineup, smartphones remain the centerpiece of modern life — and of the holiday gifting season.

And it doesn’t stop there. Nearly 70% of shoppers are eyeing wireless headphones or earbuds, making them the most popular tech gift overall. From Apple’s AirPods to budget-friendly alternatives by Anker or JBL, audio tech is now seen as both personal and practical — an easy win for gift-givers.

Add to that smartwatches, phone cases, and portable power banks, and you’ve got a familiar but powerful shopping pattern: people still love the essentials that keep them connected and mobile.

Subscriptions Are the New Stocking Stuffers

One of the most interesting findings from the CTA report is that subscription services now account for nearly a quarter of total tech gift spending. Seven in ten consumers plan to gift a subscription — whether that’s Netflix, Spotify, Xbox Game Pass, or Apple One.

This marks a growing shift toward “experiential tech” — where the value isn’t just in the device, but in the ecosystem around it. Subscriptions offer flexibility, personalization, and longevity. They’re also easier to gift in an increasingly digital world, where wrapping paper is optional but access is instant.

Spending Patterns: Stable but Strategic

While inflation and higher living costs have affected many areas of consumer spending, tech appears resilient. Four in five shoppers (80%) plan to spend the same or more on technology compared to last year, and 36% expect to spend at least $300.

For those increasing their tech budgets, the reasoning is clear:

• Everyone uses technology.
• There are exciting new options on the market.
• Technology is a gift that keeps giving.

Interestingly, the share of people planning to cut back on holiday spending altogether is at a 15-year low, showing strong consumer confidence in the sector.

How and When Consumers Will Shop

Holiday shopping is officially omnichannel. CTA’s data reveals that consumers are splitting purchases almost evenly between online and in-store — a balance that shows both the convenience of e-commerce and the enduring appeal of in-person browsing.

Timing also matters. 43% of shoppers say they’ll do most of their buying between Black Friday and Cyber Monday, making that window the heart of the holiday tech rush. Discounts remain the key motivator—not just influencing what people buy, but when.

And when it comes to choosing where to shop, price still rules. Value, convenience, brand availability, and return policies are the next biggest factors—reminding retailers that trust and transparency can be as important as the product itself.

The Bigger Picture: Tech as a Constant

What’s striking about CTA’s 2025 findings is not just the enthusiasm for gadgets—it’s the consistency. Despite years of shifting trends, from pandemic-driven online booms to economic uncertainty, technology remains the most resilient gift category.

Even in comparison to broader market research from firms like NPD Group and Deloitte, which have both highlighted travel and experience-based gifting as rising trends, tech continues to outperform. Deloitte’s 2025 Holiday Retail Survey, for instance, noted that electronics remain the top spending category, followed closely by apparel and gift cards.

Why? Because technology is no longer just a gift—it’s an enabler. It connects families, supports work and play, and simplifies life in small, meaningful ways. The fact that nearly 90% of shoppers plan to buy tech this year speaks volumes about its cultural weight.

CES 2026: Where the Next Wave Begins

The CTA’s report naturally points toward CES 2026, taking place January 6–9 in Las Vegas—the world’s biggest stage for technology innovation. CES has long been where the gadgets that dominate next year’s wish lists make their debut. From AI-driven devices to sustainability-focused tech, this is where consumer trends are born.

The connection between holiday spending and CES innovation is cyclical: what excites consumers today was often unveiled at CES last year — and what’s coming this January may define next year’s shopping season.

Conclusion: Tech’s Unbroken Holiday Spell

The 2025 CTA report confirms what many in the industry already suspected—tech remains the emotional core of modern gifting. From sleek devices to digital subscriptions, consumers are choosing products that bring convenience, entertainment, and connection into daily life.

Unlike fashion or décor, tech’s appeal rarely fades. It evolves. Each year brings new form factors, smarter systems, and better integration—and consumers are clearly keeping up.

What makes this moment particularly compelling is the balance between innovation and practicality. Smartphones, earbuds, and subscriptions may sound predictable, but their enduring popularity shows that usefulness still trumps novelty.

Looking ahead, expect even more overlap between physical products and digital ecosystems—from AI-powered wearables to subscription-linked hardware. As long as technology continues to blend functionality with joy, it will keep powering the holidays—year after year.