NEW YORK CITY, New York: Meta's latest smartglasses are attracting intense curiosity from early adopters heading into the holiday shopping season, but analysts say broader consumer uptake remains constrained by concerns over price, comfort, and privacy.

The company's Ray-Ban and Oakley smartglasses, developed with EssilorLuxottica, first debuted in 2023 and can answer calls, take photos, and play music. The newest model, the Meta Ray-Ban Display, adds a visual display in the right lens and offers direct access to AI tools.

U.S. smartglasses sales tripled in 2025, according to market research firm Circana, marking a rebound for a category that struggled after Google's failed Glass launch in 2013. Holiday spending this year is expected to exceed the $52.6 million spent in the fourth quarter of 2024, Circana analyst Ben Arnold said. Analysts expect rival products from companies including Apple and Samsung.

At a Meta Lab store in Manhattan last week, shoppers tested the glasses as staff demonstrated features. John Paul Stewart, 51, said he liked the technology but found the glasses heavy. "I feel like I'm going to wait for one more generation," he said.

A CivicScience survey shows interest rising, with about 25% of respondents saying they want to try smartglasses, up from 20% earlier in the year. Ownership levels are similar to those of smartwatches in 2017, though mass-market adoption remains limited, said Techsponential analyst Avi Greengart. "Long term, who knows? We'll all be cyborgs," he said.

Meta declined to say how many Display units have been sold or how many will be available for the holidays. The glasses, which sell for $799 before prescription lenses, will not be discounted for Black Friday or Cyber Monday.

EssilorLuxottica did not immediately respond to questions on availability and pricing.

The Displays include a smartphone-style visual interface, more advanced AI features, and a wrist bracelet that tracks hand gestures for scrolling, recording video, and using real-time translation. Other Ray-Ban Meta models that do not include a display sell for $300–$400. EssilorLuxottica said in February it had sold more than 2 million pairs since launching in 2023 and aims to reach production capacity of 10 million units a year by the end of 2026.

Some buyers are already using the glasses at work. San Antonio schoolteacher Silvia Rendon bought her pair for $1,200 on eBay after retail stock sold out. "Displays" give her hands-free access to AI during lessons, she said.

Others remain unsure. Greg Dow, 62, is weighing a purchase but fears potential misuse of tracking data. "I think there is big potential to misuse the technology," he said.

Cost is also a factor. "Maybe," said 48-year-old Iliak Castro, "I'll ask Santa for some."