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Fitness trackers shaping up for strong holiday sales

According to new data from research firm NPD, ownership of wearable fitness devices has doubled in the last year.

A look at awareness of fitness-related apps from NPD. NPD

Let's hope Santa has been doing his research on wearable fitness devices. New data from research firm NPD shows they are likely to show up on many wish lists.

The company on Wednesday revealed that US consumer awareness of wearable fitness products has more than doubled from 30 percent penetration last November to 70 percent at the end of July. The increased awareness, according to NPD, will ultimately drive more sales this holiday season.

"Activity trackers are going to be a hot-selling item this holiday season," Eddie Hold, vice president of Connected Intelligence at NPD said in a statement on Wednesday. Hold went on to say that the combination of new products and lower price points will drive more sales.

A wide range of companies are offering fitness trackers, including Samsung, Nike, Jawbone, and others. While different companies offer products with varying features, they mainly focus on distance traveled, nutrition tracking, and sleep quality.

According to NPD, 10 percent of those it surveyed in the US currently own a fitness activity tracker, which is double what it was last year. That has translated to more success for fitness-related mobile apps, which have seen a significant rise in usage over the last year, according to NPD. The company says that 25 percent of respondents have used up a fitness app and 17 percent have employed such a program in the last three months, alone.

Still, it wasn't all good news for wearable fitness trackers. NPD discovered that while consumers may be ready to buy more wearables, 40 percent of those who have bought one in the past have stopped wearing them.