Black Friday

Black Friday advertising.

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Ninety-one million people — 37 percent of Americans — expect to purchase tech or tech accessories during Black Friday week, according to the Consumer Technology Association's (formerly Consumer Electronics Association) annual pre-Black Friday survey.

Video game consoles, followed by TVs, are the most popular technology items on shopping lists. Rounding out the top 10 product categories are tablets, laptops, smartphones, headphones, DVD/Blu-ray Disc players, digital cameras, digital toys of video game figurines, and smartwatches.

Speaking with The Hollywood Reporter, CTA’s chief economist and senior director of research Shawn DuBravac said of the video game console interest: "Where we are in the gaming console cycle, which typically lasts five to six years, is about the halfway point, when prices come down and there's more adoption. They're also used for streaming."

He also reported that CTA's holiday research suggests that roughly 60 percent of shoppers that expressed interest in or plan to buy a TV were eyeing 4K Ultra HD TVs.

New to crack the top 10 were smartwatches, and DuBravac noted "there's extremely strong interest in the emerging categories." Among those, he also cited drones.

According to the CTA report, 157 million Americans plan to shop during Black Friday week, with more than 70 percent of those shoppers planning to shop online.

This article was originally published by The Hollywood Reporter.