Holiday Tech Shopping Insights Report and Full Databook


The HarrisX Holiday Shopping Study explores consumer behavior, attitudes, and spending habits around technology goods and services in the 2018 Holiday Season. The report delves into spending amounts, demographic breakdowns, purchase channels, and top brands/products, among other topics. This report comes with a summary Databook which offers summarized data views, including top-line results for all 30+ survey questions, key demographic cuts (age, gender, income, region, etc.), and trended data.




  • The HarrisX 2018 Holiday Shopping Study was conducted online within the United States from Nov. 21 to Dec. 31, 2018.
  • The study was fielded to 43,990 online respondents, with an average of 1,050 respondents per day.
  • Example insights:
  • Median expected technology spending among US adults was $601, accounting for roughly 50% of the $1,288 in expected total holiday spending.
  • Daily technology spending increased steadily throughout the holiday shopping season, peaking at $213 on Christmas Eve.
  • Consumers show a strong preference for shopping in retail locations, with 52% preferring B&M over online channels
  • The Databook provides these and other metrics with both daily and weekly views, and cut by spending, gender, age, race, region, state, education, income, etc.
  • Brands covered in this report include: Amazon, Apple, Bose, Dell, Facebook, Fitbit, Google, HP, Hulu, LG, Microsoft, Motorola, Nest, Netflix, Ring, Roku, Samsung, Skullcandy, Sonos, Sony, Spotify
  • For questions, please contact


Slides: 17

Charts: 24