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Sensor Tower · Sensor Tower · January 2025
Retail Media Monthly: How Best Buy Powered Holiday Sales
With holiday shopping in full swing, Best Buy’s retail media impressions reached new heights in November. Let’s explore the power players and top channels that helped their campaign shine brighter than a holiday light display.
Impressions Soared +48% Higher than Last Year’s Black Friday
In November, Best Buy’s retail media impressions surged to their highest level in over a year, surpassing last year’s Black Friday levels by +48% YoY. Creative was led by Best Buy’s “Imagine That” tagline and often featured their hologram spokesperson, Gram. Messaging sparked curiosity, inviting shoppers to explore holiday savings across a wide range of categories, often led by the thought-provoking prompt, “What if?”
Computers & Accessories was the Top Category at Best Buy
As the holiday season kicked off in November, Computers & Accessories emerged as the most heavily promoted category at Best Buy, earning a total of 723M impressions from 26 different advertisers. HP led the charge within Computers & Accessories, earning features in many of Best Buy’s top video creatives.
Samsung Led a Crowded Field of Advertisers at Best Buy
In November, 156 different brands advertised at Best Buy, contributing to the retailer’s record-high impression levels for the month. Samsung stood out as the top advertiser, promoting holiday messaging across TVs, home appliances, computers, and wearables.
Best Buy Leveraged a Diverse Channel Mix in November
Best Buy’s November success was driven by a diverse channel mix, with activity running across nine digital channels. The largest share of impressions occurred on Facebook (27%), where messaging often featured themes of holiday gift-giving. On OnSite Display, Amazon was the top advertiser, with Ring ads that encouraged shoppers to “Get Your Home Holiday Ready.”
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