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CHICAGO—According to Circana, U.S. consumers enthusiastically embraced technology deals during Black Friday and Cyber Monday, driving a 3.5% increase in consumer tech spending for the two weeks ending December 7, 2024, compared to the same period last year. After two years of declining electronics sales post-pandemic, the holiday season is showing signs of recovery.
Thorvardur de Shong
“Deals and doorbuster specials play a crucial role in making tech products holiday favorites, and consumers are responding positively this year,” said Paul Gagnon, vice president and technology industry advisor at Circana. “Despite a continued focus on value, we saw strong spending on computers, tablets, and cameras.”
Tech Sales Highlights:
1. Computers and Tablets:
- Notebook computer sales jumped 9%, while desktop sales rose 7%, driven by productivity-focused models like AI-enabled PCs.
- Tablet sales surged 13%, marking six consecutive months of double-digit growth.
2. Ultra-Large Screen TVs:
- While total TV revenue dipped by 3%, sales of TVs larger than 75 inches increased by 20%, and OLED TV purchases climbed 12%.
3. Wearable Devices:
- VR headsets and AR glasses saw a combined sales growth of 17%.
- Fitness tracker sales have more than doubled, led by smart rings.
4. Digital Cameras:
- Camcorder sales, including action cameras, surged by 28%, while mirrorless detachable-lens cameras increased by 2%.
5. Headphones:
- On-ear and around-ear wireless headband headphones saw a 28% increase, maintaining their popularity.
Despite overall TV and sound bar sales declining, products featuring recent innovations and significant discounts attracted strong consumer interest.
“These early results indicate a promising start to the holiday shopping season,” Gagnon added. “As we approach Super Saturday, tech retailers should continue emphasizing value and innovation to capture the remaining holiday demand.”
