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Retail Media Insights · Sensor Tower · September 2025
Summer Promotions Powered Home Appliances on Retail Media
Retail media activity in the home appliances category reached new highs in July as brands battled for shopper’s attention around the Fourth of July and Prime Day. We explored which brands led the charge, how they tailored their strategies across retailers, and the promotional messaging they used to stand out during this key sales period.
Appliance Brands Are Advertising More Than Ever on Retail Media
Retail media activity in the appliances category reached new heights in 2025, with impression levels outpacing previous years. While the volume of impressions has grown overall, seasonal trends for the promotion-driven category remained highly consistent, peaking around key periods like Memorial Day, the Fourth of July, and Black Friday. In July, retail media impressions were up +16% MoM and +74% YoY, as brands ramped up activity to promote holiday deals.
Samsung Took the Lead in a Crowded Field
In a month marked by heavy retail promotions, 30 different brands earned over 10 million impressions each, spanning sub-categories from major home appliances to vacuums and outdoor grills. Samsung emerged as the clear leader, earning twice as many impressions as the next highest brand. Samsung prioritized The Home Depot in July, where ads promoted “40% off + up to an extra $600 off” select appliances. Roborock followed in 2nd place, as they participated in Amazon’s Prime Day event with OnSite Display ads for a limited-time deal.
Retailer-Specific Strategies Drove Channel Selections
While appliance brands competed across multiple retailers in July, channel strategies varied considerably depending on where they showed up. At Amazon, brands like Roborock and Ninja prioritized OnSite Display to reach high-intent shoppers surrounding Prime Day. At Home Depot, Best Buy, and Lowe’s, advertisers leaned more heavily into Facebook, using paid social to promote discounts on large appliances like refrigerators and washers & dryers. At Ace Hardware, brands took a different approach, leveraging OTT ads to spotlight outdoor grills.
Discounts Took Center Stage in July Campaigns
In July, appliance brands focused on price-driven messaging as they rallied around key summer promotions. At The Home Depot and Lowe’s, ads highlighted 40% off select appliances, with Home Depot sweetening the deal by offering up to an additional $600 off. Best Buy promoted their “4th of July Appliance Sale” with savings up to $1,0000. At Amazon, messaging shifted toward limited-time offers tied to their Prime Day sales event. While promotional details varied by retailer, most campaigns shared a common focus on deep discounts and a sense of urgency to capture share during a highly competitive sales period.
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