From smartphones to tablets and wearables, millions of people take advantage of special holiday deals to get the newest devices for themselves and their loved ones every year. However, unlike previous years, 2026 has seen rapid price hikes roiling the tech industry, jacking up the price of new phones and pushing many Americans to skip their next upgrade.
We decided to poll 1,000 Americans on their holiday shopping plans to see if price hikes were also impacting tech gifts, or if the newest gadgets like the iPhone Duo and Meta smart glasses would prove too difficult to resist.
Our survey shows around 28% of Americans do not expect to shop for smartphones, tablets, or wearables this year. The majority of these shoppers also aren’t waiting for upcoming releases like the iPhone 18. Instead, they’re simply forgoing new tech altogether and keeping their devices longer.
For the 72% of Americans who are planning to buy a new smartphone, tablet, or wearable this year, the average budget for a new smartphone is over $500. Even considering factors like Black Friday deals or budget devices, Americans are expecting their new devices to be more expensive than ever as the price of a mid-range smartphone approaches $1,000.
Overview: Holiday spending trends for new tech
- Who is getting a new device this holiday season?
- Which devices are on Americans’ holiday wish lists this year?
- How much will Americans spend on holiday tech this year?
- Will shoppers buy now or wait for the newest models?
- When are Americans planning to shop for phones, wearables, and tablets?
- Methodology
Who is getting a new device this holiday season?
There have been two major stories out of the tech world this year. The first has been the groundbreaking release of new products like the Samsung Galaxy Z Fold8, iPhone Duo, and MacBook Neo. The second has been relentless price hikes that have touched virtually every major device.
Higher prices do seem to be having an impact this holiday season, with 28% of Americans not planning on buying new smartphones, tablets, or wearables for themselves or anyone else this year.
For those who are buying new tech, it’s also mostly a gift for themselves, not others.
- 49% of Americans plan to buy a new smartphone, tablet, or wearable for themselves.
- 10% plan to buy a new device for themselves and someone else.
- 12% of people plan to buy a new device as a gift for someone else, but not themselves.
It’s also clear that smartphones will be the top gift this year. For those buying holiday tech, 45% plan to buy a new smartphone, 18% plan to buy a new wearable, and 12% plan to buy a new tablet.
Which devices are on Americans’ holiday wish lists this year?
There are plenty of options for new devices this year, from premium smartphones to trendy smart glasses. However, there are a few key devices that are at the top of many Americans’ wish lists.
- Apple dominates the top spot for smartphones, with 33% of Americans saying the iPhone 18 Pro is on their wish list.
- 31% of Americans would like an iPhone Duo, but it's not at the top of their list. This hesitancy is probably due to factors like the $1,999 starting price and the foldable form factor.
- The most unpopular smartphones are the iPhone Air and Google Pixel 10, with roughly 65% of Americans not interested in getting either device.
Wearables like smartwatches, fitness trackers, and smart glasses are also on many lists.
- The top wearable this holiday season is the Apple Watch Series 11, showing up on almost 18% of wish lists.
- The second-most popular wearable is the Meta Ray-Ban Display smart glasses, appearing on 17% of wish lists.
- More Americans have Meta Ray-Ban smart glasses on their wish list than any Samsung, Google, or Garmin smartwatch.
While the Meta smart glasses statistic may seem a bit surprising, remember that smart glasses are the newest form of wearable technology. Smartwatches and fitness trackers are extremely popular, and many users already have them, leaving space for the Meta smart glasses on many lists.
Apple also dominates the tablet space, with the iPad, iPad Air, and iPad Pro as the most popular wish list items.
How much will Americans spend on holiday tech this year?
The Americans who are buying tech this holiday season are planning on spending quite a bit, though not everyone is budgeting for the full cost of a new device.
Americans plan to spend an average of:
- $581.71 on smartphones
- $330.53 on wearables
- $400.00 on tablets
Smartphones are expected to be the most expensive gift this year, and many Americans may end up spending hundreds despite taking advantage of Black Friday deals. 31% of Americans plan to spend over $800 on smartphones this year, and 17% plan to spend over $1,000. Those numbers are not surprising, considering the starting prices of the iPhone 17 and Google Pixel 11 have increased to $899, and the Samsung Galaxy S26 is up to $999.
Shoppers seeking wearables and tablets are a bit more price-conscious. 45% of wearables shoppers are keeping their budget under $300. Meanwhile, 21% of Americans do not plan to buy a wearable and 17% do not plan to buy a tablet.
Will shoppers buy now or wait for the newest models?
The majority of Americans who are avoiding new smartphones this year are not waiting for new models like the iPhone 18 or Samsung Galaxy S27. Instead, they’re simply sticking with their old phones and avoiding the upgrade altogether.
Of Americans not buying holiday tech:
- 50% do not plan to buy a smartphone after the holidays, regardless of new releases.
- Just 17% are waiting for upcoming models that will be released in 2027.
- 30% are not buying holiday tech, but also aren’t sure if they want a model coming out next year.
Americans are holding on to their smartphones for longer than ever before due to price hikes. When they are upgrading, many are also choosing cheaper devices from the previous year’s release. Overall, the allure of a new smartphone like the iPhone Duo or iPhone 18 Pro simply isn’t as strong this holiday season.
When are Americans planning to shop for phones, wearables, and tablets?
The holiday season is a major time for new devices and smartphone upgrades due to incredible deals offered by carriers and third-party retailers. Shoppers even know which deal days have the best offers for the kind of tech they’re interested in.
- Black Friday is the biggest day for smartphone deals, and 44% of Americans plan to shop for one during the sale.
- Cyber Monday is the biggest deal day for wearables and tablets, beating out Black Friday.
- Most Americans don’t shop for tech on Small Business Saturday or Green Monday.
Methodology
WhistleOut.com surveyed 1,000 U.S. adults online via Pollfish on October 6, 2026. To accurately represent the nation, results were stratified to match U.S. Census data for age, gender, and region. In the survey, we asked respondents about their holiday tech wish lists, buying plans, spending limits, and sale-event shopping plans.
Max McCaskill
Sr. Staff Writer
Thousands of cell phone plans unpacked. All the facts. No surprises.
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