U.S. consumers are expected to spend an additional $1.8 billion on consumer technology this year, representing a growth of 1.6%, driven by the demand for computers, portable audio, and TVs, according to research firm Circana.
What’s Impacting Home Tech Sales
While currently predicted to be positive growth after a better-than-expected 2024 holiday shopping season, the consumer technology market has seen eight consecutive quarters of declines, Circara says.
In fact, 2024 overall dollar sales will likely end 1.3% below 2023, the research firm suggests.
However, the consumer technology market is widely expected to rebound in 2025 due to the demand of PCs powered by next-generation AI, as well as larger TVs, research says.
“Spending declines in consumer technology are moderating, even as consumers continue to shift a greater share of their wallet to spending on core needs like food, shelter and transportation,” said Paul Gagnon, vice president and technology industry advisor for Circana in a statement.

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“At the same time, consumers have proven their willingness to spend on affordable luxuries that bring joy, while still being thoughtful about price.”
Gagnon adds, “The counterpoint in the consumer’s search for value is their need to keep technology products current, and their desire for innovation, albeit at more affordable price points.”
Where Consumer Tech Spending is Expected to Occur
According to Circana, computers, portable audio and televisions are expected to contribute over 70% of the sector’s gains this year. PC sales are expected to be the strongest driver of this growth, fueled by a computer refresh wave that will continue for two years due to AI and updated operating systems.
The TV market is also a strong driver of this growth, with the trend toward purchasing larger screen sizes helping to boost overall dollar sales despite what Circan calls “pricing headwinds” from consumer focus on value price points.
Other pockets of recent growth are expected to continue in several categories, like digital cameras, tablet upgrades including AI capabilities at a higher average price, and new headphones. Digital health will also continue to be a focal point for consumers, with growth expected in health and fitness trackers, Circana research suggests.
In Other News…
In addition to predicting the consumer technology market in 2025, Circana also released its 2025 Consumer Electronics (CE) Industry Performance Awards. The research firm found that TCL had the top increase in North American TV market share, while Samsung took the top spot for both online and in-store TV purchases–mirroring the growing share of TVs running the company’s TiezenOS system. Samsung also had the top spot for online soundbar purchases, but Sonos was the soundbar category leader for in-store purchases.
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