(Credit: PCMag/Michael Kan)
The PC market saw a surprising surge in shipments during the holidays, likely driven by the ongoing memory shortage that threatens to raise prices.
In Q4, the PC market saw shipments increase by 9.6% year-over-year, exceeding expectations, according to research firm IDC. It looks like the memory shortage fears played a major role in the shipment spike amid eye-popping price hikes for DDR5 RAM, and to a lesser degree SSDs.
“While the holiday season typically drives stronger demand, the surge in late 2025 was further amplified by emerging memory shortages that led buyers and brands to secure inventory ahead of anticipated price increases in 2026,” IDC says.
The PC shipments could head off potential price increases by creating a stockpile at retailers. On social media, many PC builders have also talked about buying components now, including graphics cards, rather than waiting, fearing they'll be ensnared in future price hikes.
But looking out further, IDC expects some rocky times for the industry. Although some vendors have enough memory supplies to last for another year, PC manufacturers, including HP, have also warned about price increases and lowering memory specifications for laptops.
“The severity of the shortage raises the risk that smaller brands may not survive, and consumers, particularly DIY [do-it-yourself] enthusiasts, may delay purchases or shift their spending to other devices or experiences,” adds IDC analyst Jitesh Ubrani.
Rival research firm Omdia reports similar trends; it estimates the PC market saw a 10% year-over-year shipment increase in Q4, but warns about pain ahead. The memory crunch is expected to cause PC vendors to also focus on higher-end, pricier products to maintain their profit margins, Omdia predicts, meaning fewer budget options. Others expect the memory shortage to hit consumer smartphones as well, resulting in price increases.