U.S. consumer technology sales revenue is forecast to grow approximately 1% in 2026, followed by positive but sub-1% growth in 2027 and 2028, according to Circana’s latest Future of Technology report.
The research firm said higher average selling prices and consumers’ increasing focus on value are shaping the market. Rising memory costs, higher logistics expenses and uncertainty surrounding global trade policies are expected to continue putting pressure on the industry.
Notebook PCs are projected to be the largest contributor to industry growth in 2026, adding an estimated $1.7 billion in revenue compared with 2025. PCs are expected to account for nearly 20% of total U.S. consumer technology revenue, their highest share since 2021.
“In today’s environment, growth is increasingly concentrated in products that deliver stronger utility, productivity, and long-term value,” said Paul Gagnon, vice president and technology industry advisor for Circana. “That shift is driving demand toward higher-value categories and creating opportunities for brands that clearly connect innovation with everyday consumer needs.”
Higher costs are also expected to affect categories such as PC memory and memory cards. Circana forecasts revenue growth in those categories despite softer unit demand.
Emerging product categories are expected to provide additional sources of growth. Circana points to smart glasses, where expanding competition and product assortments are expected to drive sales. Wellness-oriented products, including fitness trackers and smart rings, are also expected to benefit from consumer interest in health and well-being.
The report suggests that consumers are increasingly defining value based on more than purchase price, including a product’s usefulness, ability to address specific needs and expected ownership period.
“Consumers are more deliberate than ever about their technology purchases,” Gagnon added. “Retailers and brands that successfully demonstrate value, whether through AI-enabled productivity benefits, wellness features, or products tailored to evolving lifestyle needs, will be best positioned to capture growth in an otherwise challenging market.”
See also: Gaming Audio Growth Accelerates As New Gamers Enter Emerging Markets
