Best Buy holiday campaign features influencers, ‘Wicked' and holograms
Best Buy's 2025 holiday campaign will span a variety of customer touchpoints and popular culture elements.
The consumer electronics giant will promote its holiday offerings across TV, digital and social media platforms with a multifaceted campaign. Influencers and content creators will figure prominently in its marketing efforts.
The company is partnering with film and food influencer "Binging with Babish," with host Andrew Rea creating and showing off movie theme dishes from Minecraft, SpongeBob and National Lampoon’s Christmas Vacation movies — all while using Best Buy technology to help prepare the meals.
The retailer is also teaming up with leading YouTube talk show “Hot Ones” for the first time, with a Thanksgiving and holiday extravaganza featuring host Sean Evans and personality Camera Guy Bill promoting technology items.
In addition, Best Buy is partnering with more than 200 influencers to share technology gift suggestions and featuring holiday storefronts from the Best Buy Creator program in its digital gift center. The program gives creators the ability to create a one-stop-shop to highlight tech featured in their content and earn a commission on sales referred through their storefront.
For the first time, Best Buy is also integrating influencers into its connected TV ads, teaming up with lifestyle creator Jenny Reimold.
'Wicked: For Good'
This holiday season, Best Buy will be taking over all content and communities related to the hit film franchise "Wicked" on entertainment website Fandom.com, just as the "Wicked: For Good" film is released in theaters on Friday, Nov. 21.
Gram the hologram
The new Best Buy holiday campaign also features "Gram," its "spokeshologram" who has previously been featured in the chain’s holiday, back-to-school and football season ads. For the holidays, Gram is showing off the unexpected benefits of tech, the company said.
[READ MORE: Best Buy’s new strategy includes AI, holograms, reimagined stores and more]
Best Buy will have ad spots with Gram running during 30 different NFL games during the holiday season and special ad spots on Christmas Day during both of Netflix’s NFL games, as well as ads during pro basketball and soccer games on platforms such as ESPN, Peacock and Telemundo. Gram will also appear in several non-sports-themed holiday ad spots.
"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 and design officer at Best Buy. "This holiday season we’ve created authentic ways to bring Best Buy into these moments that we’re really excited to see come to life."
Holidays are underway at Best Buy
As it did in 2024, Best Buy started its holiday 2025 promotional campaign in late September. The retailer kicked off the season with a 48-hour flash sale and for the second year in a row, hosted a member-exclusive sale specifically targeting participants in its My Best Buy Memberships loyalty program.
In-store features
Best Buy is also providing a number of special in-store offers and experiences during the holiday season. These include extending a partnership with Meta that offers customers an expanded in-store shopping experience with AI glasses to all locations, as well as immersive showcase areas and expert support for technology in more than 50 stores.
Other holiday shopping features
- Price match: If the price of products sold by Best Buy goes lower during the holiday season, the retailer will match it under the Best Buy holiday price match guarantee
- Extended store hours: Best Buy is offering extended store hours, with specific details available on local store webpages.
- Return and exchange: Best Buy’s extended holiday return and exchange policy means most gifts purchased between Oct. 31 through Dec. 31 have an extended return period through Thursday, Jan. 15, 2026. Best Buy Plus and Total members have an extended return period through Saturday, Jan. 31, 2026, for most purchases.
