Best Buy is launching its 2025 holiday marketing campaign with an expanded focus on creator partnerships and sports integrations.

According to an announcement, the tech retailer is partnering with more than 200 influencers who will share their favorite and latest tech purchases from the company throughout the holiday season. This expansion builds on Best Buy’s Creator Program, launched in April, which has since doubled the number of available creator storefronts.

Best Buy is featuring the creator storefronts prominently on its Gift Center landing page to provide additional gifting inspiration. Featured creators include Judner Aura, Jenna Ezarik, Just Josh Tech, and Julia Crist.

In a first for Best Buy, it is integrating creators directly into its connected TV advertising. The retailer has partnered with lifestyle creator Jenny Reimold for CTV spots designed to showcase family connection and holiday excitement.

Premium Content Partnerships

Beyond individual creator partnerships, Best Buy is collaborating with established entertainment properties. The company announced a partnership with the YouTube talk show “Hot Ones” for Thanksgiving and holiday episodes, in which host Sean Evans and Camera Guy Bill will incorporate tech products into the show’s format.

Content creator “Binging With Babish,” hosted by Andrew Rea, will create movie-themed dishes from “Minecraft,” “SpongeBob,” and “National Lampoon’s Christmas Vacation” while using Best Buy tech products as cooking tools. 

The retailer is also taking over all “Wicked”-related content and communities on Fandom.com, timed with the theatrical release of “Wicked: For Good.”

Sports Integration for Creator Strategy

The campaign includes significant sports marketing elements, with ad spots scheduled during 30 different NFL games throughout the holidays, including the Thanksgiving Day game between the Cincinnati Bengals and Baltimore Ravens. Best Buy will debut special advertisements during Netflix’s two Christmas Day NFL games.

Additional sports placements include ESPN, Peacock, and Telemundo to connect with fans of professional basketball and soccer.

Brand Character Returns

Best Buy’s “spokeshologram” character Gram returns for its second holiday season after being introduced in July 2024. The character appears in multiple holiday-themed advertisements showcasing tech products and promotions.

The campaign includes three main spots: “Freeze,” highlighting the retailer’s weekly doorbuster deals; “Cookie,” featuring gifts such as a Nintendo Switch 2, an Oura Ring 4, and Beats headphones; and “Cozy,” demonstrating how tech can streamline holiday preparations.

Marketing Responds to Projected Consumer Spending Decline

According to a Marketing Dive report, Best Buy’s expanded creator strategy comes as Deloitte projects that consumers will spend 10% less this holiday season than in 2024, suggesting retailers need more intentional marketing approaches. 

The company reported 1.6% year-over-year revenue growth to approximately $9.4 billion during its second quarter and is scheduled to report third-quarter earnings on November 25.

“Whether it’s celebrating your team winning on Thanksgiving, enjoying the newest movie release, or unwrapping the perfect gift, we know the important moments together make the holidays special,” said Jennie Weber, Chief Marketing & Design Officer at Best Buy. “This holiday season, we’ve created authentic ways to bring Best Buy into these moments.”

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