SquareTrade survey reveals what you already know

Most Americans hope to get an electronic gift this holiday season.

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Below is a cut and pasted press release from Square Trade (an Allstate / good hands company evidently). Released without much comment, formatting changed slightly to fit. It’s an advertisement, but it’s got some useful data if you’re on the fence between a fern and a Playstation 4.


Big-ticket items such as laptops and smartphones top wish lists, yet over a quarter may end up damaged in the New Year

SAN FRANCISCO –December 12, 2018 –New electronics and gadget announcements have dominated the fall, and with the holiday season in full swing Americans are taking notice. In a new study out today, 35% of American adults received an electronic gift last holiday season, and 45% hope to receive one this upcoming holiday season. The Holiday Survey by SquareTrade, an Allstate company and highly rated protection plan provider,examined which electronics people most desire, who they trust to buy electronics for them,and how they care for the pricey gifts.

Electronics are a great gift choice, with 97% of those who received them last year reporting they were satisfied with their present. Overwhelmingly they are keepers,with 88%of people choosing to hold onto their devices instead of returning or re-gifting.SquareTrade also found:

  • Expensive Tastes: Last year,headphones (13%) and tablets (13%) topped the list of gadgets received. This year, big-ticket items like laptops and computers (16%), smartphones (16%), tablets (12%)and TVs (10%) top the wish list of most-wanted electronics. Apple is the most-desired electronics brand by far this holiday season(35%) with Samsung coming in second(18%).
  • Holiday Horrors: Although gadgets are at the top of many wishlists, it’s important to be careful with what you wish for: last year, 27% of those who received electronics during the holidays reported those gifts were subsequently damaged. A whopping 36% of those who reported damage said that it happened in the first week of ownership.The most common form of electronic gift accidents are drops(43%), with 29% caused by a child and 16% the result of a device being stepped on or crushed. Unfortunately, the broken devices tended to be more expensive ones like smartphones (26%), laptops (19%)and tablets (14%).
  • Family Matters: When it comes to shopping for electronics, the most trusted family members for electronic gift shopping are spouses (46%), siblings (17%), and best friends (15%), while cousins (2%) and in-laws (1%) are near the bottom of the list.
  • Alexa / Hey Google –Who Wants a Smart Device? With 29% of people hoping for a smart home device,it’s become atop electronics gifting category in 2018. Smart speakers (25%), smart cameras (18%) and robotic cleaners (17%) are the most popular choices, closely followed by connected thermostats and video doorbells (10%)

“Electronic gifts are once again a huge holiday favorite with expensive items like laptops and smartphones being the most desired this season. Here’s hoping everyone’s been good this year!” said Jason Siciliano, vice president and global creative director at SquareTrade. “Smart home products are also increasing in popularity, especially smart speakers. We expect Amazon Alexa tofinditsway down a ho-ho-whole lot of chimneys.”

Given that 27% of Americans reported accidentally damaging their holiday electronics last year, protection plans may be the gift that keeps on giving. Forty-three percent of those who decided to fix their electronic gift accidents spent more than $150on repairs, making protection plans a smart addition to any wish list.


Data Sources:

SquareTrade’s 2018 Holiday Study, conducted in October 2018 among a representative sample of 1,045 American adults. Sample was provided by Lucid.

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Paul E King

Paul King started with GoodAndEVO in 2011, which merged with Pocketables, and as of 2018 he's evidently the owner. He lives in Nashville, works at a film production company, is married with two kids. Facebook | Twitter | Donate | More posts by Paul | Subscribe to Paul's posts

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