Xbox and PlayStation are having one of their roughest years ever in the US. New data from Circana's Retail Tracking Service shows that Xbox hardware unit sales are down 33% for 2026 through the end of August compared to the same stretch last year, while PlayStation hardware units are down 25%. Circana analyst Mat Piscatella shared the numbers on Bluesky on October 9, noting that Xbox's year-to-date hardware sales are at an all-time low and PlayStation's are at their lowest point since 2013.
Check out the post below:
From Circana's US Retail Tracking Service:
For 2026 YTD ending August, Xbox hardware unit sales are down 33% versus a year ago in the US, while PlayStation hardware units are 25% lower.
Xbox YTD US hardware unit sales are at an all-time low, while PlayStation is at lowest point since 2013.
— Mat Piscatella (@matpiscatella.bsky.social) October 9, 2026 at 2:00 PM
The 2013 comparison stands out because that was the year the PS4 launched, when a lot of players were holding off on buying a PS3 while they waited for the new console. The original Xbox launched in November 2001, which means the brand's US hardware sales are now at their lowest point in almost 25 years.
Piscatella followed up with the reason he thinks sales are falling so quickly. The average price paid for a new Xbox console in 2026 through August was $529, which is 26% higher than a year ago, while the average PlayStation console sold for $597, up 20%. Both of those are all-time highs in the US, and Piscatella summed it up by writing "Price sensitivity is becoming a real problem." A few days later he added that when Grand Theft Auto V launched in September 2013, the average price for a new PS3 or Xbox 360 was $243. In August 2026, the average price for a new PS5 or Xbox Series console was $665.
Circana's full August report paints a similar picture. Total US hardware unit sales fell 15% compared to last August, down to 559,000 units, which is the lowest total for the month since 2013. PlayStation units dropped 11%, Xbox units fell 31% for its lowest August since 2020, and Nintendo dipped 15%. Hardware spending only fell 3% to $302 million, since each console now costs so much more, and the average price paid for a new piece of hardware hit an August record of $541. Year-to-date hardware spending sits at $2.5 billion, which is 11% behind the pace of 2025.
It is worth noting that PS5 hardware dollar sales actually grew 17% in August compared to a year ago, even with fewer units sold. Nintendo Switch 2 led the US market in both units and dollars for August and for the year so far, with the PS5 in second place across both.
How Console Prices Got Here
Microsoft has now raised Xbox prices in the US three times in a little over a year. The first increase came on May 1, 2025, when the Xbox Series X went from $499.99 to $599.99. A second, US-only increase followed on October 3, 2025, bringing the Series X to $649.99 and the Series S to $399.99. Then on June 25, 2026, Microsoft announced a worldwide increase that took effect on August 1, adding $100 to 512GB models and $150 to 1TB models while also discontinuing the 2TB Series X.
That leaves the Xbox Series S at $499.99 for the 512GB model and $599.99 for the 1TB model. The Xbox Series X Digital Edition now costs $749.99, and the version with a disc drive is $799.99. In its announcement, Microsoft explained that "console storage and memory prices have increased by more than 2.5x and we expect another doubling by the fall of 2027." The company also pointed out that consoles are typically sold for less than they cost to make, and it introduced Buy Now, Pay Later options, 0% financing for up to 12 months, and certified refurbished consoles at up to $100 off to help soften the blow.
Sony has gone through two rounds of its own. The first came on August 21, 2025, when US prices rose by $50 and the PS5 Pro moved to $749.99. On March 27, 2026, Sony announced a second, global increase that took effect on April 2, citing "continued pressures in the global economic landscape." The PS5 now costs $649.99, the PS5 Digital Edition is $599.99, and the PS5 Pro is $899.99, which is $200 more than its $699.99 launch price. The PlayStation Portal also rose from $199.99 to $249.99, and refurbished PS5 Slim consoles went up by $100 to $399.
Even at those prices, the PS5 Pro has been hard to find. New units have been out of stock at many retailers, and GameStop has raised the price of refurbished PS5 Pro consoles to $1,399.99, almost $500 more than the cost of a new one. New units from third-party sellers on major retail sites have been listed for even more. During Sony's February earnings call, CFO Lin Tao said that the company plans to "minimize the impact of the increased memory cost" on its hardware business by prioritizing monetization of the players who already own a PS5.
Nintendo has not escaped the component crunch either. The Switch 2 went up from $449.99 to $499.99 in the US on September 1, so its price increase is not reflected in the August numbers.
All eyes are now on the holidays and Grand Theft Auto VI, which Rockstar Games is launching on November 19 for PS5 and Xbox Series X|S. Piscatella said the release could help ease some of the declines, but that it will also depend on whether consoles are actually in stock during the RAM and component crisis, and on pricing. He also warned that "the US hardware market has not been in a more precarious position since the early 80s." Circana will release its September results on October 22.
Are these prices enough to keep you from buying a new console this year, or is GTA VI going to get you to pay up anyway?
Let us know your thoughts in the comments below.