#United States #Arlington #Cyber Monday #Consumer Technology #Thanksgiving Shopping

152 Million Americans to Embrace Tech Purchases This Thanksgiving

As the Thanksgiving holiday approaches, a recent study by the Consumer Technology Association (CTA) indicates that a staggering 152 million adults across the United States are gearing up to purchase technology products between Thanksgiving Day and Cyber Monday. This noteworthy trend persists despite prevailing economic challenges and tariff pressures that have shaken consumer confidence.

A Strong Demand for Technology

Despite economic uncertainties stemming from over 100 tariff changes in 2025, consumer demand for tech products remains robust. Gary Shapiro, the CEO and Vice Chair of CTA, highlighted that easing tariffs could stabilize prices and help restore consumer confidence as we move towards 2026.

Interestingly, while shoppers express caution and adjust their budgets across various retail sectors, technology stands out as a resilient category. Shapiro's observations indicate that consumers are increasingly turning to digital tools to navigate deals, compare prices, and make informed purchasing decisions. This trend has been particularly evident with an increase in participation expected for Cyber Monday, a shopping event that continues to rise in prominence.

Budget Caution Amid Economic Concerns

While many Thanksgiving shoppers plan to spend similarly to the previous year, an observable shift towards caution is emerging. Data shows that a growing number of consumers intend to cut back on their spending compared to 2024, largely attributing their decisions to economic factors such as the rising cost of living. In fact, according to CTA's wider Holiday Purchase Patterns Study, 46 percent of shoppers poised to spend less indicated that economic concerns were influential in their decision-making process.

Economic resilience, as noted by the National Retail Federation, contrasts with the inflationary effects of tariffs that have pushed consumer prices higher. This duality paints a complex picture of consumer sentiment as the holiday season commences.

The Rise of Cyber Monday

Cyber Monday is anticipated to attract significant participation, with 47 percent of 2025 holiday shoppers planning to take part, closely following the 51 percent who intend to shop on Black Friday. A remarkable 65 percent of consumers believe that November offers the best deals, signifying a shift in consumer shopping behavior. Many are utilizing digital platforms to set deal alerts and leverage loyalty programs to maximize their savings during this critical shopping season.

Amidst these dynamics, technology is expected to outperform several other categories for holiday spending, such as toys, jewelry, and appliances. Tech products are increasingly perceived as valuable gifts that enhance daily living, enabling better communication, entertainment, and productivity.

Top Tech Gift Trends

The list of top tech gifts includes:

• - Wireless headphones and earbuds: This category is projected to lead sales, driven by heightened consumer demand for audio accessories.
• - Video subscription services: As streaming continues to flourish, these services have gained popularity and market share this year.
• - Mobile device protective cases and accessories: As consumers invest in new devices, accessories that provide protection and enhanced functionality remain in high demand.

Steve Koenig, vice president of Market Research at CTA, stated, "Technology continues to top Americans' holiday wish lists because it brings real value to everyday life — helping us stay connected, entertained, and productive." Millions of shoppers this season will look to tech products not just as gifts but as essential tools for identifying the best deals and securing the items they desire most.

For a deeper insight into the results, you can explore CTA's comprehensive catalog of industry research reports at CTA.tech/Research.

Methodology

The data presented here are derived from CTA's annual study, the 2025 Consumer Technology Pre-Black Friday Purchase Patterns, which surveyed 1,201 U.S. adults between October 23 and November 3, 2025, with a margin of error of ±2.8 percentage points.

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About the Consumer Technology Association (CTA)®

As the largest technology trade association in North America, CTA represents the tech sector and its members, known for their pioneering innovations. Find out more at CTA.tech. Follow them on social under @CTAtech.