The summer months typically herald a lull in PC hardware sales, a time when consumers often hold off on purchases in anticipation of holiday deals. However, 2025 has defied this seasonal trend, presenting an unexpected surge in CPU and GPU shipments, as reported by Jon Peddie Research (JPR). This unusual uptick can be attributed to looming fears surrounding new U.S. import tariffs, prompting both manufacturers and consumers to adopt a proactive purchasing strategy.
Market Dynamics Shift
In a remarkable twist, the client PC industry has experienced what can be aptly described as a “panic-build quarter.” Retailers and distributors, wary of potential price hikes due to tariffs, acted swiftly to stock up. This urgency was mirrored by consumers, particularly gamers, who rushed to secure gaming hardware before costs escalated. The result was a significant increase in demand, particularly for discrete desktop graphics cards, which saw a staggering 27% rise quarter-over-quarter and a 22% increase year-over-year. This growth can be partially credited to the impressive new offerings from all three major vendors.
Nvidia, in particular, has solidified its dominance in the add-in board (AIB) market, capturing an impressive 94% share. This level of market control is noteworthy, especially given the historical context where laptops have overshadowed desktop components in recent years.
This surge in shipments is atypical for the second quarter, which usually sees a decline before a rebound in the latter half of the year. The current scenario, however, indicates that the threat of tariffs has disrupted this pattern. Consumers and retailers alike are keen to avoid being caught unprepared should regulations lead to increased costs. The fear of paying 15–25% more for a graphics card in the near future has driven many to make purchases sooner rather than later, resulting in a swift clearance of stock and a subsequent rise in prices, particularly at the high end.
JPR has termed this phenomenon “buying ahead of tariffs,” cautioning that such forward-pulling demand could create a void in future quarters. As a result, Q3 and Q4 may exhibit weaker performance due to the preemptive spending of consumers.
The timing of this buying frenzy coincided with the launch of Nvidia’s new entry- and mid-range Blackwell cards, alongside AMD’s latest RDNA 4 GPUs. Gamers, who might have otherwise opted to wait for the latest technology to stabilize, found themselves compelled to secure new GPUs while they were still available.
Interestingly, while the midrange offerings remained relatively affordable, the flagship GPUs faced rising prices and significant shortages. This trend is exemplified by the GeForce RTX 5090, which has become nearly impossible to find at its suggested retail price. The psychological underpinnings of this behavior are clear: consumers prefer to invest in a new graphics card today rather than risk a higher price tag tomorrow.
The implications of these tariffs extend beyond mere economic metrics; they have significantly influenced consumer behavior within the gaming community. As the mid-year surge unfolds, it appears more indicative of panic buying rather than a natural growth trajectory. The true impact of this quarter will only become apparent as we transition into Q3, raising questions about the sustainability of this momentum.
