Although the winter holidays might still feel far off on the calendar, the smartest shoppers are already making critical purchasing decisions, particularly when it comes to high‑demand technology such as laptops, smartphones, and televisions. Retail trends this year indicate that if consumers wait to make their purchases during the traditional shopping rush of Black Friday or Cyber Monday, they risk missing out on competitive pricing or, in some cases, face serious shortages and unfulfilled wish lists. In fact, a comprehensive survey conducted by CNET reveals that nearly half of American consumers are moving far ahead of schedule, embarking on their gift buying spree months earlier in an attempt to bypass anticipated obstacles such as tariffs, inflationary pressures, or simple stock depletion.
This naturally raises an important question: does purchasing holiday technology ahead of time truly confer any significant advantage, or are consumers better off exercising patience and holding out for late‑November mega‑sales? To explore the issue more deeply, CNET spoke directly with its in‑house specialists—experts in consumer technology and shopping behavior—who provided practical insights, highlighted potential pitfalls, and detailed strategies for discerning buyers eager to stretch their holiday budgets. The guidance emphasizes how to distinguish authentic discounts from cleverly disguised mark‑ups, how to time purchases to maximize savings, and why securing certain products early could preempt later frustrations caused by unpredictable availability.
Survey results underscore the magnitude of American enthusiasm for tech this holiday season: nearly 60% of U.S. adults intend to purchase some form of consumer electronics. At the top of their collective wish list are smartphones and laptops, identified respectively by 26% and 23% of respondents as priority items. Altogether, projected household expenditures are significant. On average, survey participants reported that they expect to allocate $931 to technology purchases. Millennials, a generation often associated with strong digital engagement and higher adoption of new technologies, even plan to surpass that benchmark, estimating an additional $139 in average spending. In contrast, Generation X shoppers anticipate spending noticeably less, averaging just under $750. These figures highlight shifting generational attitudes and budgets in the consumer tech landscape.
The survey also quantified when people prefer to buy. Roughly half of respondents intend to make their purchases in the early months leading up to the holiday shopping season—primarily between August and October—while another quarter plan to hold off until November. Only a small portion is delaying until December, a risky tactic given likely shortages. Interestingly, this sense of urgency is grounded not only in tradition but also in current economic apprehension. A striking 87% of shoppers indicate they harbor specific concerns about their prospective purchases, including the specter of higher prices linked to tariffs, the erosion of affordability for reliable devices, the possibility of stretching their finances or incurring debt, and the fear that hot items may simply be unavailable when the shopping frenzy peaks.
Smartphones remain a perennial focus, particularly with the release cycles of major brands carefully timed to precede the holiday period. Apple’s September iPhone launches and Google’s unveiling of its Pixel line ensure that highly publicized new models—such as the iPhone 17 or Pixel 10—are in the spotlight just as most people begin considering gift options. CNET mobile analyst David Lumb notes that consumers often find their current phones beginning to feel outdated around this time, and they become enticed by features like improved processors, advanced cameras, or exclusive software capabilities. However, bargain hunters should prepare for disappointment if they expect record‑low prices on just‑released flagships, since Apple historically resists deep seasonal discounts and competitors such as Samsung offer only slightly more aggressive promotions. More realistic savings can sometimes be achieved through carrier trade‑in programs, multi‑device bundles, or by purchasing slightly older models that retailers discount once the newest editions arrive.
For those seeking lower‑cost options, CNET’s experts highlight the enduring appeal of budget smartphones. Models such as the iPhone SE, Google’s Pixel A‑series, Samsung’s Galaxy A line, and Motorola’s popular budget releases continue to present strong value, often offering robust everyday performance at a fraction of the cost of premium flagships. These devices make it possible for budget‑conscious shoppers to join the technology upgrade cycle without overstretching their finances.
Laptops follow a different pattern but remain equally pivotal in the gift market. From compact ultrabooks tailored to students and professionals, to high‑performance gaming rigs designed for enthusiasts, there is something for nearly every consumer niche. Expert recommendations from CNET spotlight strong contenders such as Apple’s MacBook Air with M4 architecture and Microsoft’s Surface Laptop 7. Josh Goldman, CNET’s resident laptop authority, encourages buyers to establish firm budgets and carefully consider their present and future needs before being enticed by steep discounts. He notes that attractive deals will likely cluster during Amazon’s fall Prime Day and through the successive waves of promotions leading up to and including Black Friday week. While deep lows are often associated with that late‑November weekend, Goldman reminds shoppers that sales on laptops surface consistently throughout the year. Unless one is buying for immediate use or as a holiday gift, patience can frequently secure comparable bargains later.
Television purchases, on the other hand, tend to spike sharply during major sale events. CNET’s TV analyst David Katzmaier highlights Black Friday as the pivotal moment in the year, though promotions often endure through the holiday season all the way up to the Super Bowl. Price tracking tools such as Keepa or CamelCamelCamel are invaluable allies for deal‑seekers, offering robust data on historical pricing so consumers can judge whether a discount is genuinely meaningful. Katzmaier notes that while the steepest percentage cuts frequently apply to higher‑end models due to their larger starting prices, some of the most worthwhile and cost‑effective deals typically center on midrange televisions that also perform consistently well in lab evaluations.
Underlying all of these strategies is widespread concern: more than half of shoppers are specifically troubled about tariffs and price hikes, while nearly as many worry about their ability to access technology that balances affordability and quality. CNET’s experts advise pragmatic practices to help navigate these challenges. Russell Holly suggests securing essentials ahead of time—such as batteries or household tech consumables—to avoid subsequent price surges. Goldman, meanwhile, contextualizes tariff anxieties by pointing out that inflation and natural cost increases of cutting‑edge innovations often play an equally decisive role in pricing structures. Bridget Carey, another CNET consumer expert, emphasizes the importance of relying on credible, independent reviews rather than succumbing to marketing from influencers or AI‑driven recommendations. In today’s saturated media environment, careful research may save buyers from ending up with substandard devices.
Beyond financial anxieties, availability is a pressing issue. For highly anticipated items—such as Nintendo’s Switch 2 console or Apple’s newest flagship phones—supplies may become extremely tight as December approaches. Availability trackers suggest that even with promises of steady shipments, retailers intermittently run out of stock. For anyone hoping to secure such coveted products, the best tactic may be to purchase sooner rather than later, even if that means forgoing the slim chance of slightly deeper discounts later on.
Ultimately, U.S. adults are employing a range of tactics to rein in expenses while satisfying their demand for new technology. Nearly nine in ten indicate they will use some form of cost‑saving strategy: shopping on Black Friday remains the most widely utilized method, but comparison across retailers, participation in Amazon’s Prime Day and similar events, and even purchasing refurbished or secondhand devices are all rising in prominence. Price‑tracking tools remain indispensable when ensuring that advertised deals reflect genuine savings rather than inflated pre‑sale mark‑ups.
As Holly succinctly puts it, different sale events serve different consumer needs: pre‑Black Friday promotions frequently emphasize practical purchases such as laptops, appliances, and home essentials, while Black Friday itself focuses heavily on entertainment, personal electronics, and lifestyle products best suited for gifting. By carefully planning priorities and timing their purchases, consumers can maximize value while minimizing stress throughout the holiday season.
Finally, the survey methodology provides rigor to these conclusions. Commissioned by CNET and executed by YouGov Plc in late August 2025, the poll sampled nearly 2,400 U.S. adults, of whom over 1,300 indicated a direct interest in purchasing consumer technologies and related services for the holiday period. Conducted online, the survey data were weighted to be statistically representative of the U.S. adult population, providing a robust foundation for understanding national consumer behavior as the holidays rapidly approach.
Sourse: https://www.cnet.com/tech/mobile/get-ready-for-the-holiday-tech-splurge-us-adults-expected-to-spend-931-on-devices-cnet-survey-finds/#ftag=CAD590a51e
