Best Buy launches ‘Open More’ holiday campaign with creators, football
Best Buy Co. Inc. is including content creators and America’s most popular sport in its 2026 holiday promotional campaign, with the theme of “Open More.”
Best Buy is featuring the “Open More” theme in its holiday ads by celebrating the excitement that begins the moment a gift box is open and lasting impact of a thoughtful gift. One campaign creative, “Cool Kid,” debuts Sunday, Nov. 1 and highlights parents getting assistance from a Best Buy store associate in purchasing a new Nintendo Switch 2 for their daughter.
Creator partnerships
The consumer electronics giant is also continuing its collaborations with content creators including sports-themed comedy group Dude Perfect, as well as tech influencer Marques Brownlee, who will spotlight top technology products for the holiday season. Creators can also now tag Best Buy products on the retailer’s new TikTok Shop storefront.
[READ MORE: Best Buy to launch TikTok storefront with creator and advertiser links]
Football
In addition, Best Buy is deepening its connection to pro football, which it first launched in 2024, through Sports Illustrated and Fox Sports partnerships and by teaming with professional football players to share their own “Open More” stories. Best Buy will appear at two marquee holiday football games: the Thanksgiving Day game on NBC, building on last year’s presence, and, for the first time, the Thanksgiving Eve game on Netflix.
“The holidays are when shoppers count on us most, and it’s when we’re at our very best,” said Marty Senn, chief marketing officer at Best Buy. “Open More is about leaning into who we are — the expert help, the services and amazing offers — so we can be there for whatever’s next in our customers’ lives. Every part of this campaign shows how we help customers give more than just a gift.”
The Best Buy in-house creative team developed “Open More” with agency partners Rise and Shine Partners and Accenture Song. The campaign’s holiday TV ads were produced in partnership with RESET, with Chris Barrett and Luke Taylor directing. Additional campaign content was produced in-house at Best Buy Studios, extending the holiday platform across TV, social and digital video.
Other Best Buy holiday offerings include:
- Holiday doorbuster deals, which it’s calling “Doorboosters” in honor of the upcoming Halloween holiday, starting Friday, Oct. 30. Early Black Friday deals and doorbusters will follow.
- Ten days of additional Black Friday doorbusters and deals, followed by a Cyber Sunday and Monday sale event Nov. 29-30. The retailer will then offer Cyber Week deals Tuesday, Dec. 1 – Sunday, Dec. 6, and also host a Last-Minute Savings event Friday, Dec. 18 – Thursday, Dec. 24.
- A Best Buy Holiday Gift Center featuring curated digital gift guides and expert recommendations.
- If the price of a product sold by Best Buy drops during the holiday season, the retailer will match it.
- Starting Sunday, Nov. 1, Best Buy will offer extended store hours, with updated hours on local store web pages. Stores will be closed on Thanksgiving Day, but the Best Buy app and website will be open for digital shopping.
- Best Buy’s extended holiday return and exchange policy means most purchases made Oct. 30 through Dec. 31 can be returned through Jan. 15, 2027, or Jan. 31, 2027, for My Best Buy Plus and Total members.
- In stores, Best Buy will launch an immersive experiential space called “Meta Lab @Best Buy” in 50 locations in time for the holiday season.
- Customers will be able to find gift ideas and shop Best Buy products through ChatGPT.
Based in Minneapolis, Best Buy operates more than 1,000 retail stores in North America.
