The news: Heading into the holiday shopping season, US adults plan to spend over $900 on average on consumer tech products, but they’re concerned about tariffs and prices, per a new CNET survey.

Consumers’ top four worries revolve around costs, including tariffs and pricing (52%), finding quality tech at affordable prices (48%), affording new tech (38%), and straining finances (26%).

Consumer tech brands have an opportunity to acknowledge that crowd by including affordability and deal messaging in their marketing campaigns.

What’s on wish lists? Nearly two-thirds (59%) of US adults are planning to buy tech devices this year.

Top choices:

• Smartphones and laptops top the list, with 26% and 23% of consumers, respectively, interested in those items.
• TVs (20%), headphones (19%), and tablets (16%) round out the top five.
• Only small shares are interested in buying smart glasses (7%) or AR/VR headsets (6%).

On consumers’ minds: New smartphones and other offerings abound this year and are likely candidates for gifts.

• Google unveiled its Pixel 10 lineup, which is quickly gaining in popularity.
• Apple released its iPhone 17 series and added hypertension alerts to the Apple Watch.
• Nintendo may capitalize on the 16% of consumers looking to buy game consoles. It was the only big gaming company to release a new console this year; the Switch 2 has already earned record-breaking sales.
• Microsoft’s Xbox went a different route and partnered with LG to get its games on connected car infotainment screens. Play requires an Xbox Game Pass Ultimate subscription.

Our take: Consumers are likely scrutinizing their tech purchases this holiday season as tariffs and the economy are top of mind.

Retailers and consumer tech brands will need to prove their value to earn sales. Bundles are a good bet, and short-term free subscription offers will likely bring in shoppers that could convert to recurring subscription revenues down the road.

Go further: Read our Holiday Shopping 2025 report.