Smartphones, mobile accessories, wireless audio, wearables and content subscriptions top shopping lists

ARLINGTON, VA – October 21, 2026 – The Consumer Technology Association (CTA)® released its 2026 Consumer Technology Holiday Purchase Patterns study, revealing that nearly nine in 10 U.S. adults plan to shop for technology as a gift this holiday season. Enthusiasm for technology persists despite growing financial pressure: 58 percent of respondents describe their finances as stable, down significantly from 66 percent in 2025. This shows the enduring value and utility of technology despite economic headwinds like increased cost of living and tariffs.

“Technology is central to the fabric of our daily lives, helping us stay connected, enjoy the entertainment we love and improve our health,” said Steve Koenig, Vice President, Market Research, CTA. “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.”

The report also 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.’

Top Tech Gifts for 2026

• Smartphones top the wish list and rank fourth on the gift list, with 53 percent considering one as a gift; 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).

• 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.

Where and When Americans Will Shop

• Omnichannel holds: 81 percent expect to buy tech gifts in-store and 79 percent online, with purchases split evenly between the two.

• Thanksgiving week drives timing: 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.

• Prices top-of-mind: 86 percent of respondents say pricing is extremely or very important when deciding where to purchase technology gifts this year.

To read the full study and browse CTA’s full catalogue of market research insights, visit CTA.tech/research.

Research Methodology

CTA’s 2026 Consumer Technology Holiday Purchase Patterns study surveyed 1210 U.S. adults (aged 18-plus) from September 8 to 22, 2026. The margin of sampling error at 95% confidence for aggregate results is +/-2.8%.

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 17 million American jobs. CTA owns and produces CES® – the most powerful tech event in the world. Find us at CTA.tech. Follow us @CTAtech.