Apple also has a hit on its hands with its AirPods, the wireless earbuds that are proving to be a popular gift, given their affordable (albeit still premium) price point. Meanwhile in the smart-home sector, marketing intelligence firm Jumpshot reported that sales of Amazon’s Ring doorbells shot up 180% year over year in December.

Even before the pandemic, the consumer electronics trendline looked healthy as the category diversified into more mainstream product lines like smart home electronics, wearables, and wireless headphones. Then, the pandemic supplemented that demand with more spending on in-home entertainment and home office electronics purchases.

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“We need to take this as an opportunity to make some scary changes in the system, so we can ultimately create a new framework culture for us and do more of the things that used to be less valued in our work,” said Minjae Ormes, CMO of wireless carrier Visible.