Win the holiday shopping season with earlier discovery, greater consideration and more influence.

The desire for tech continues to grow – but we’re more than just tech.

Consumer electronics sales are projected to grow 4.2% during the holiday season across the industry,* outperforming every other major retail category, including toys, apparel and home. Best Buy audiences are uniquely valuable to this segment: affluent, highly engaged consumers who actively invest in technology and innovation. Whether shoppers are purchasing the latest smart home devices, gaming systems, laptops, wearables or entertainment products, they consistently look to Best Buy as a trusted destination for research and purchase.

But the opportunity extends far beyond technology. Best Buy customers over-index across a broad range of categories, including entertainment, travel, sports, cooking, financial services and quick-service restaurants. This diverse set of interests enables brands across industries—not just consumer electronics—to leverage Best Buy Ads to reach high-value audiences with relevant messaging throughout the holiday season.

Extending the season means expanding results.

The traditional holiday calendar no longer reflects how consumers shop. The holiday shopping season continues to evolve as consumers begin researching and purchasing earlier than in years past. In fact, 54% of shoppers plan to start their holiday shopping in October, creating a much longer runway for brands to influence purchase decisions.

As the season ramps up, shopper engagement accelerates across Best Buy's ecosystem. During the holiday period, Best Buy experiences more than six times the combined store and online traffic compared to non-holiday periods, creating significant opportunities for brands to connect with consumers when purchase intent is at its peak.

AI is reshaping product discovery.

Another defining trend this holiday season is the continued rise of AI-powered shopping experiences. Consumers are increasingly using generative AI tools and conversational interfaces to research products, compare options and seek recommendations. Retail traffic driven by AI experiences has grown 1.7x year over year, signaling a fundamental shift in how discovery is happening.

As shopping behaviors evolve, brands must rethink how and where they engage consumers. Winning visibility in traditional search environments remains important, but emerging channels are rapidly becoming influential points of discovery as well.

This is where a connected retail media strategy becomes increasingly valuable. By combining on-site, off-site, in-store and emerging AI-enabled touchpoints, brands can maintain a presence throughout the customer journey—from initial inspiration to final purchase. The result is greater visibility, stronger consideration and a higher likelihood of being chosen when buying decisions are made.

The holiday opportunities start now.

The brands that win during the holidays are the brands that show up early, stay relevant throughout the season and connect with shoppers where decisions are actually being made.

With projected category growth, expanding AI-driven shopping behaviors, premium audiences and unmatched scale across digital and physical channels, Best Buy Ads is uniquely positioned to help brands capture holiday demand and turn seasonal traffic into measurable growth.

This holiday season, don't just reach shoppers, reach them at the moments that matter most with Best Buy Ads.

^{*eMarketer Holiday Retail Sales Growth, by Product Category, US 2026 % change}