Eighty-five percent of U.S. shoppers during Black Friday Week – Thanksgiving Day through Cyber Monday – plan to buy tech devices, according to part one of a new study series released today by the Consumer Technology Association (CTA). The 2018 Holiday Outlook Series, Part 1: Pre-Black Friday Week also finds that the top tech categories shoppers plan to purchase are smartphones, TVs, portable Bluetooth speakers, videogame consoles and laptops.
“About 110 million U.S. adults plan to shop for tech over Thanksgiving Week, including Black Friday,” said Ben Arnold, senior director of innovation and trends, CTA. “During the biggest shopping week of the year, people will shop for tech more than any other category besides clothing and accessories. Further, almost a third of those planning to shop during the holiday season say they wait all year for Thanksgiving Week to buy big-ticket tech items like smartphones and TVs.”
Among U.S. adults intending to purchase tech products during Thanksgiving week, the top five tech products shoppers plan to buy are: smartphones and TVs (tied ranking), portable Bluetooth speakers, video game consoles and laptops (tied ranking), digital media streaming devices and smartwatches. The top five tech accessories categories include: mobile device cases, videogame discs, wireless headphones, wireless earbuds, and portable battery chargers and streaming services (tied ranking).
Furthermore, U.S. adult shoppers are planning to purchase tech products during this holiday week are expecting to embrace both physical and online shopping methods to do their shopping. 98% of shoppers will use a bricks-and-mortar store, with the largest subset planning to shop at a mass merchant, and 93% of shoppers will use a desktop, laptop or mobile device to make online purchases too. Additionally, among online shoppers, 42.4 million U.S. adults plan to shop for tech using a voice-enabled digital assistant.
Beyond Black Friday Week, over the course of the entire holiday shopping season U.S. shoppers aren’t planning to purchase tech gifts just for others this Black Friday shopping week, using the period to take advantage of deals on tech. 33 percent of shoppers indicate they are likely to buy tech devices (not including tech accessories) for themselves, more than for their household (30 percent), a family member (28 percent) or a non-family member (six percent).
You can follow CTA’s holiday, Black Friday research throughout the season at CTA.tech/holiday. CTA’s 2018 Holiday Outlook Series, Part 1: Pre-Black Friday Week was designed and formulated by CTA Market Research. CTA fielded the survey October 25-28, 2018 using an online representative sample of 2,008 U.S. adults (18+).