Why holiday gifts deserve protection plans

Holiday tech purchases surge between Black Friday and Christmas. But here's what most retailers miss: The moment someone buys a gift is also the moment they're most motivated to protect it.

This is a peak moment of opportunity for brands and retailers too. Device protection delivers a sustainable revenue stream, increases customer lifetime value, and reduces returns as protected customers feel more confident in their purchases.

And yet, 45% of consumers don't have a paid warranty or protection plan for any of their connected devices. And 28% of consumers come to regret not purchasing Extended Service Contract coverage. 

Assurant's "8 Mobile Device Personas" research reveals a key reason why: You're selling one-size-fits-all protection to eight distinctly different customer types. Understanding these personas and what they want from a protection plan can transform attachment from resistance to a natural part of the purchase.

Meet your eight holiday mobile device shoppers

PERSONA 1: the budget-conscious gift giver (15% of your customers)

These young, single, lower-income shoppers see protection as just another expense and resist monthly payments despite being least able to afford unexpected repair bills. 

How to sell protection plans to them

Don't say: Add comprehensive protection for just $12.99 per month.

Do say: Screen repair without protection costs $279. With protection, it’s a $29 deductible. That's $250 saved on your first claim.

Protection features that resonate with budget-conscious gift givers

• Adaptable plans that can cover multiple devices offer household-level protection at a lower per-device cost
• Dynamic claims fulfillment ensures they can choose repair options based on convenience and urgency

PERSONA 2: the retired traditionalist (10% of your customers)

These older, retired customers on fixed incomes want devices that simply work. They need straightforward coverage with reliable customer service and minimal tech jargon.

Protection plan selling tips

Don't say: Our AI-powered claims app makes filing easy!

Do say: One phone call, we handle everything. You get a phone that’s back in working order without the hassle.

Protection details that matter

• Flexible protection programs that offer phone-based support rather than digital-only claims
• In-person assistance through authorized repair networks with appointments they can set up themselves (with same-day service often available)

PERSONA 3: the seasoned streamer (12% of your customers)

These mature, primarily female users rely on devices for entertainment. Downtime means missing shows and losing connection to leisure activities they value. 

How to talk to streaming customers about device protection

Don't say: Get back to work faster with a no-cost replacement.Do say:  Never miss your favorite shows. If your device breaks, we can help get it repaired or replaced quickly.

Protection plan must haves for streaming customers

• Streamlined claims that dynamically match customers with the fastest resolution option based on location and device availability
• Screen damage coverage and expert tech support to troubleshoot streaming issues before they require replacement

PERSONA 4: the pragmatic professional (14% of your customers)

These married, high-income earners use devices as mobile offices. Device failure equals lost productivity, making downtime unacceptable.

Don’t just sell protection; sell upgrades too

Don't say: Save money on repairs.

Do tell them: Say goodbye to lost productivity with choices to upgrade or repair as needed.

How to get busy professionals to buy into protection and upgrade plans

• Expedited service powered by dynamic fulfillment that prioritizes in-stock parts and available appointments
• Affordable trade-in and upgrade options that include new devices and certified pre-owned to fit any budget
• Authorized repair network with same-day in-store service 

PERSONA 5: the resourceful explorer (9% of your customers)

These well-educated, high-income, frequent travelers replace devices often. But beyond devices that get dropped in airports and damaged abroad, these customers appreciate extras that simplify their lives, like concierge service, emergency travel assistance, and tech support that goes everywhere they do.

Offer frequent travelers device protection plus value-added services.

Don't say: Basic coverage for everyday use.

Do say: Access your coverage and value-added benefits from anywhere with one-touch chat or self-help tech support you can reach wherever you go.

Why added value and protection is a power combo for customers on the go

• They're less driven by price. Options like early access to event tickets, special pricing on hotels and airfare, and exclusive travel or destination experiences help lock in loyalty. 
• Anytime-anywhere tech support helps ensure customer satisfaction and quick problem resolution at home, at work, and nearly everywhere else.

PERSONA 6: the grounded and stable (16% of your customers)

These married, high-income, well-educated users value wellness and long-term thinking, which includes being eco-friendly in their device purchases. They're also planners who hate surprises, so protection fits their prepared-for-anything mindset.

How to cut through the protection plan sales clutter

Don't say: You might drop your phone someday.

Do say: Life is unpredictable. Device protection is one thing you can plan for.

 Protection plans that align with these holiday shoppers’ lifestyles

• Flexible protection that allows coverage adjustments as device needs change
• Reducing e-waste through a repair-first approach, aligning with sustainability values

PERSONA 7: the early-stage digital native (13% of your customers)

These youngest customers are often students with lower income but heavy device usage. High usage creates high damage risk while tight budgets make repairs financially painful.

How to reframe protection plans as savings tools, not sales pitches

Don't say: Comprehensive, enterprise-grade protection.

Do say: Cracked screen? $29 to fix. No protection? $279. You do the math.

Protection features that hit home with digital natives

• Multiple protection plan pricing options, especially those that offer affordable entry-level coverage with options to upgrade
• Choice of budget-friendly mail-in repair or premium same-day service as needed

PERSONA 8: the family-centric go-getter (11% of your customers)

These high-income professionals with kids at home buy devices for teens, aging parents, and high-risk users. They need household solutions that account for different usage patterns, like long-term usage and frequent trade ins and upgrades living under the same roof.

Make sure your protection plans give families choices and flexibility

Don't say: Protect your phone.

Do say: Cover every device in your household, from your work laptop to your teen's first smartphone.

Protection plan highlights that fit every family member

• Family and multi-device plans for simplified billing
• Wide variety of options that allow each person on the plan to choose the service, repair, or even trade-in and upgrade benefit that’s right for them

Why now is different: the holiday advantage

Assurant's 2025 Connected Consumer Trends Report research shows 49% of consumers agree protection plans reduce stress, yet 36% cite cost as a barrier and only 26% are early adopters. The holiday purchase mindset changes everything.

Emotional investment is higher:  Gifts represent care and relationship value, creating natural protection motivation.

Financial justification is already done:  Adding 10% for protection feels smaller after committing to premium purchases.

Post-purchase anxiety is peak:  Buyers worry about gift recipients damaging devices, especially parents buying for teens.

Holiday damage is real: A 2025 poll revealed that 50% of smartphone owners drop their phones at least once a week, and the same portion of users experienced a cracked screen or other damage within the first year of ownership.¹ So don't think protection sales end on December 25th.

Ready to rethink your holiday protection plan strategy?

This holiday season, use persona insights to make protection conversations feel personal rather than transactional. Consider framing protection as "gift insurance" and bundling it into complete packages with device, coverage, and accessories as one price.

Assurant powers device protection, trade-in, and repair programs for the world's leading carriers, retailers, and manufacturers. Our technology, service network, and consumer insights help partners increase attachment rates, improve customer satisfaction, and build long-term loyalty.

Contact Assurant to discuss a smarter holiday strategy.

¹ https://softhandtech.com/how-many-people-drop-and-break-their-phone/