Take a look at the presentation of the 25th Annual Holiday Shopping Research from the Consumer Technology Association at Innovate Celebrate 2018.

1. 25th Annual
Holiday Shopping
Research
Ben Arnold – Senior Director, Innovation & Trends
Lesley Rohrbaugh – Director, Market Research

2. Remember 1994?

3. Top Holiday Tech Gifts of 1994
Which of the following are you very likely to purchase
during the holiday season?
Video Game System
Color TV
CD Player
Cordless Phone
Portable Stereo

4. 25 Years Later…
Headphones & Earbuds Video Game Discs
Smartphones/TabletsNotebook PCTV

5. 2018 Holiday Highlights
More ways
to
buy,
shop,
and ship
Online
continues
to
outperform
Deloitte:
+17-22%
New
shopping
holidays
challenge
Black
Friday
Searching
for
2018’s
hit product

6. Similar to 2017…
Focus on
Voice Devices
Large Category
Success
Omni Shipping

7. New in 2018…
Curated
Social Buying Concierge Services
Emerging
Categories Ready
for Primetime

8. 2018
Holiday Spending on Tech Gifts

9. 50% 52%
46% 48% 49% 49%
58%
62%
64% 63% 63%
68% 68% 66%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Base: 1,007 U.S. adults
Q: Do you expect to purchase any type of electronics product as a gift this holiday season for...
Q: You indicated you plan to spend at least some money on gifts this holiday season. Please tell me the total amount you will spend on consumer
electronics products. (Base = plan to spend money for holiday gifts this year)
164 Million U.S. Adults Plan to Purchase Tech Gifts,
Spending an Average of $464

10. Commencement of Holiday Shopping
Base: 1,007 U.S. adults
Q: Thinking about your shopping patterns during the holiday season, when do you typically start buying gifts?
Q: When do you expect to buy most of your holiday gifts?
44% 37%
33% 35% 33% 32% 28%
25%
31%
24% 25%
27% 27%
52%
58% 61%
53%
58% 62%
64%
67%
61%
67% 66% 66%
62%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
October or Earlier November or December
 83% plan to purchase their gifts in November or December

11. Solving the Last Mile of Delivery

12. Gift Recipients
Base: 1,007 U.S. adults
Q: Do you expect to purchase any type of electronics product as a gift this holiday season for...
32%
34%
30%
22%
7%
24%
22%
17%
28%
32%
Any other adults
ages 18 or older
Spouse, partner
or significant
other
Yourself Your parents Your
grandparents
Any children
ages 12 through
17
Any children
ages 6 through
11
Any children
under 6 years of
age
Your household None of these
139 million
Will Purchase for an Adult
103 million
Will Purchase for a Child

13. Q: Compared to last year, how much money do you plan to spend on gifts this holiday season? Do you expect to spend more, the same, or less
than last year? Base: 1,007 U.S. adults
Q: You indicated you plan to spend less this year than last. Which of the following, if any, are reasons you plan to spend less on gifts this year than
last? Base: 230 U.S. adults who plan to spend less this holiday season
Spending Anticipation & Motivations
17%
21%
31%
32%
32%
40%
43%
47%
49%
Stock market/Investment concerns
Lost job/Unemployed
Earning less money
Concerned about the current U.S. political climate
Concerns with the economy
Increased cost of living
Fixed income
Don't have the money
Have what you need
More U.S. adults are
LESS concerned
with the economy
this holiday season
(11% decrease vs. 2017)
% of U.S. Adults
Planning to Spend…
More
18%
Same
53%
Less
23%

14. Sales and Deals: Sources of Information
Base: 1,007 U.S. adults
Q: How do you expect to learn about sales and discounts for the holiday shopping season?
12%
14%
21%
32%
38%
45%
50%
51%
52%
55%
59%
66%
Digital assistants, such as Siri or Amazon Alexa
Bloggers/Online influencers
Text notification, or SMS, on a cell phone
Apps on a smartphone or tablet computer
Social media sites, such as Facebook, or Twitter
Retailer website
Newspapers, circulars or ads in the mail
TV advertisements
Online or email advertisements
Signs and advertisements in a store
Internet search engine, such as Google
Friends or family members

15. Mass Merchants Gain Tech Mindshare
Base: 1,007 U.S. adults
Q: How likely are you to purchase any type of electronics product as a gift this holiday from the following retailers?
34%
38%
57% 57%
61%
39%
42%
59% 58%
63%
38%
44%
52%
56%
67%
Department Store Warehouse Online Electronics Store Mass Merchant
2016 2017 2018
Likelihood of Purchasing Tech at Retailer (at All Likely NET)
Specialty Channels: Pop-Up
Stores
21%
(2017: 21%)
Brand
Stores
32%
(2017: 31%)
Digital
Assistant
16%
(2017: n/a)

16. Online vs. In-Store Purchase Intent
Brick and Mortar
Online
Base: 1,007 U.S. adults
Q: How likely are you to purchase any type of electronics product as a gift this holiday from the following retailers?
Q. Please tell me if you are very likely, somewhat likely or not at all likely to do each of the following this holiday season.
2011 2012 2013 2014 2015 2016 2017 2018
77% 77% 75% 77% 77% 74% 79% 77%
47% 46% 45% 54% 55% 57% 59% 52%
Percentage Very or Somewhat Likely to Purchase Tech from…
58%
of tech shoppers expect to
use their mobile device to
shop this season
(+3% over 2017)

17. Online Shopping? More like Multi-Platform Shopping.

18. 50%
Deals, Deals, Deals – Not Just Online or In-Store Anymore
38%
Will Make an
Unplanned
Purchase Based
on a Deal
Will Shop
Specific
In-Store
Holiday Sales
Events
50%
Will Shop
Specific
Online Holiday
Sales Events
Base: 1,007 U.S. adults
Q: Please tell me if you are very likely, somewhat likely or not at all likely to do each of the following this holiday season.
Use a digital
assistant to…
24%
…research
products or
sales
16%
…make a
purchase

19. Holiday Voice Exclusives

20. Promotions, Particularly with Shipping, Remain Strong
Base: 1,007 U.S. adults
Q: Which of the following promotional programs do you plan to take part in when shopping for consumer technology products this holiday season?
Guaranteed delivery by the holidays 43%
Free return policies for online orders 41%
Shipping programs, such as Amazon Prime or free shipping 54%
In-store pickup for online orders 40%
Same day delivery for online orders 33%
In-home delivery, such as Amazon Key or Walmart Delivery 31%
Retailer Promises
Getting the Gifts
Retailer Sales
In-store retailer holiday season or flash sales 53%
Online retail store sales 45%

21. 2018
Holiday Gift Categories

22. New Voice Devices Add Intelligence Throughout
the Home

23. Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
Smart Home Reaches Critical Mass
36%plan to purchase a
smart home product this
holiday season
Smart Speaker/
Smart Display
15%
Home Camera
14%
Smart Lighting
12%
Smart Doorbell
11%

24. New Voice Assistants Widen the Field

25. Another strong holiday for connected audio
Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
52%plan to purchase an audio
product this holiday season
Headphones/
Earbuds
41%
Portable
Bluetooth
Speaker
27%
Wi-Fi-enabled
Speaker
19%
Soundbar
15%
Portable MP3/Digital
Media Player
9%
Hi-Res
Audio Player
6%

26. Connectivity and Intelligence Drive Holiday
Headphone Demand
Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
Q: You indicated that you might buy some type of HEADPHONES OR EARBUDS. Which of the following HEADPHONE OR
EARBUD products do you expect to buy as gifts during the holiday season?
True Wireless
40%
Wireless Headphones
45%
Wired Headphones
28%
Wired Earbuds
31%
41%plan to purchase
headphones this holiday
season

27. Picture Quality, Connectivity Will Drive Video Demand
Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
35%plan to purchase a video
product this holiday season
Television
18%
Digital Media Streaming Device
18%
Ultra HD Blu-ray Player
6%
DVD or Blu-ray Player
11%
Internet-enabled TV (smart TV) 15%
4K Ultra HD TV 12%
HDR TV 12%
OLED TV 5%
Screen <60 inches 12%
Screen 60+ inches 9%
Types of TVs Planning to Purchase
Among those planning to purchase = 45 Million
TV Antenna
3%

28. New features continue to drive gift demand for
wearables
Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
25%plan to purchase a
wearables product this
holiday season
Smartwatch
19%
Wearable Activity Tracker
14%

29. Content Gifts: 137 Million Shoppers
Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
55%plan to purchase a
content-related product this
holiday season
Video Game Discs
31%
Streaming/Download
Services
22%
CDs
22%
Blu-ray Discs
20%
Vinyl Records
10%

30. Communication Gifts: 125 Million Shoppers
Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
50%plan to purchase a
communication product this
holiday season
Case for Mobile Device
29%
Portable Battery Charger
25%
Smartphone
23%
Wireless Charging Dock/Pad
20%
Bluetooth Headset
20%

31. Computing Gifts: 117 Million Shoppers
External storage device 14%
Multifunction printer 13%
eReader 9%
Desktop computer 9%
Computer monitor 8%
Whole home Wi-Fi system or Mesh Network 7%
Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
47%plan to purchase a
computing product this
holiday season
Notebook/Laptop
22%
Not a 2 in 1= 17%
2 in 1= 16%
Tablet
19%
Any Type of
Computer Accessory
18%
Others…

32. Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
Emerging Tech Gifts: 70 Million Shoppers
28%plan to purchase an
emerging tech product this
holiday season
Connected/Digital Toy
12%
Flying Drone
12%
VR Headset
10%
Pet-related Technology
5%
3D Printer
6%
Smart/Connected
Sports Equipment
3%

33. Gaming Gifts: 70 Million Shoppers
Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
28%plan to purchase a gaming
product this holiday season
Portable Game Device
7%
Video Game Console
16%
Videogame Accessory
21%

34. Digital Imaging Gifts: 40 Million Shoppers
Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
16%plan to purchase a digital
imaging product this holiday
season
Action Camera
11%Digital Point & Shoot Camera/Camcorder
8%
360-Degree Camera
4%

35. Automotive Gifts: 60 Million Shoppers
Base: 1,007 U.S. adults
Q: Which of the following products do you expect to buy as gifts during the holiday season?
24%plan to purchase an
automotive product this
holiday season
Rearview/Dashboard
Camera
11%
Portable/Handheld GPS
9%
Dedicated Hands-free
Phone Car Kit
9%
Other Electronics
Installed in the Vehicle
8%

36. 2018 Holiday Consumer Tech Gift Wish List
(Adult Top 5)
Base: 1,007 U.S. adults
Q: Suppose you could receive any one electronics product as a gift this holiday season. What electronics product would you, yourself,
most like to receive?
Smartphone
(2017: #2)
TV
(2017: #1*)
Tablet
(2017: #4)
Notebook/
Laptop
(2017: #1*)
1 2
4 5
Smartwatch
(2017: #5*)
Any Type of Camera
(2017: #5*)
3
Desktop Computer
(2017: Not in Top Five)
*Indicates Product Tie in 2017

37. 2018
Holiday Forecast

38. Holiday Volume Forecast (Q4)
Based on CTA Extended Forecast Projection, July 2018
Product 2017 2018 Growth
Smart doorbells 480 961 100%
Wireless earbuds 3,336 5,337 60%
Smart light bulbs (including kits) 1,301 2,082 60%
E-toys that are connected 1,466 2,199 50%
Wireless Speakers that are smart speakers 15,264 21,980 44%
IP/Wi-Fi cameras 1,722 2,411 40%
Smartwatches (U.S.) 5,696 7,177 26%
VR/AR Eyewear 2,016 2,500 24%
Pet Tech 1,807 2,162 20%
4K Ultra HD TV 5,514 6,122 11%
Drones (U.S.) 1,399 1,513 8%

39. Holiday Tech Spending Forecast
2016 2017 2018
$95,870 $93,000
3.8% -3.0%
October–December Spending in Millions
$96,100
3.4%
(actual spend) (actual spend) (estimated spend)

40. cta.tech/holiday
Ben Arnold – Senior Director, Innovation & Trends
Lesley Rohrbaugh – Director, Market Research