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The holidays are still months away, but if you want the best deals on a new laptop or smartphone, you should probably start shopping now. According to a new CNET survey, nearly half of shoppers aren't waiting until Black Friday and Cyber Monday to shop. Instead, they're shopping for tech for the holidays months early…

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Adapted from the September-October 2025 edition of our magazine, these recent research findings—pulled from academia, consultancies, and more—can help companies make the most informed decisions.











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