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Americans are expected to spend $97.1B on technology gifts this year — Houston expert shares financial advice for shoppers

From online shopping to gifting devices, technology plays a huge role in the holidays, this Houston expert says. Getty Images

Like clockwork, the holidays are here again. Black Friday, Small Business Saturday, and Cyber Monday have all successfully come and gone, but yet, many of us are still left with presents to purchase and to-do lists to complete. Houstonians are expected to spend $1,562 this holiday season completing their holiday shopping. That is up three percent from last year.

While Houstonians expect to spend over $500 on gifts for loved ones, a whopping $606 will be spent on "experiences" and $421 on non-gift items such as clothing and home furnishings as they gear up for the holiday season with parties and houseguests.

What are Americans planning to buy this holiday season? Nationwide, 74 percent of Americans are expected to spend $97.1 billion on technology gifts this holiday season. According to a survey, the number one technology gift for this year is content-related gifts such as video games or streaming services. The days of buying discs or consulting the TV Guide are long gone. Americans are looking for ways to stream music, movies, and TV shows.

Other hot technology gadgets include smart speakers, smart phones, TVs, laptops, tablets, and wearables. Smart camera doorbells, which allow residents to see who is at their door, and smart lightbulbs, which enable lighting to be controlled remotely through the internet, continue to climb the gift-giving lists.

Technology is playing a significant role in how we make our purchases. Fifty-six percent of Americans are planning to buy their holiday items online, with only 36 percent obtaining gifts and other seasonal items in brick and mortar locations. Many of us are ordering gifts right from our smart phones.

All this spending on others, while thoughtful, is bound to get some of us in financial hot water. The key is to budget. Set a budget for each person you plan to shop for, such as family members, colleagues, friends, even for service providers such as your hairstylist. Once your budget is set, stick to it. I have found that using a spreadsheet to track expenses is helpful, or good old-fashioned pen and paper works well, too. You may be surprised how quickly your expenditures add up, even the small ones. Tracking is an excellent way to stay accountable to your budget.

Last year, the average consumer racked up over $1,000 in debt as part of their holiday shopping. By budgeting wisely, you can avoid debt. While credit cards are convenient, sometimes they make it a little too easy to spend more than planned. Not staying within your budget can give you quite a spending hangover in January. To combat credit card overuse, use cash whenever possible.

Additionally, limit your shopping days. The less you visit stores or malls, the less likely you are to be tempted. Moreover, purchasing online can help you stick to your budget, just be careful not to spend more than your budget allows. Another smart strategy to cut costs is to select items with free shipping over fast shipping.

With the holidays quickly approaching, ensure you are smart about your holiday spending. Technology is a fantastic and convenient avenue for shopping. And, our smart phones have provided us another avenue in which to compare prices and look for deals. Whichever channel you choose to shop — bricks and mortar or cybershopping — ensure you stick to smart spending.

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Dominic Cellitti is a financial adviser with the Wealth Management Division of Morgan Stanley in Houston.

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Building Houston

 
 

The $2.23 million deal means a growing presence Texas for Octopus Energy. Photo via octopusenergy.com

A renewable energy retailer based in the United Kingdom is once again expanding its presence in Texas with another strategic acquisition.

Octopus Energy US, which is based in Houston, announced that it has signed an agreement to acquire Houston-based energy provider Brilliant Energy LLC in a $2.23 million deal. With the acquisition, Octopus Energy will take on the 9,000 residential customers currently supplied by Brilliant Energy. These users will be transitioned onto Octopus Energy's technology platform Kraken.

"Brilliant Energy is a company that has always stood for quality and unique brand experiences. It complements our strong dedication to bringing unparalleled customer experience to our users," says Michael Lee, CEO of Octopus Energy US, in a press release. "This is a major moment for us, as we work to bring our 100% renewable energy supply and outstanding technology to more Texans and their homes."

The acquisition is the latest move from Octopus Energy's plans to invest $100 million into the U.S. energy market and target 25 million U.S. energy accounts by 2027, according to the release.

Last fall, Octopus acquired Houston-based Evolve Energy in a $5 million deal. Evolve was founded by Lee, and he transitioned into his role as Octopus CEO following the deal.

Octopus Energy, which was founded around five years ago, reached Unicorn status with a $1 billion valuation in April 2020.

Michael Lee is CEO of Octopus Energy US. Photo via LinkedIn

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