The greatest gifts aren’t just about what’s in the box — they’re about what comes after it’s unwrapped. That’s the idea at the center of our new holiday campaign, Open More, and we’re excited to show our customers how the perfect gift can give so much more: a new hobby, an unexpected side hustle or more family game nights.
“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.”
From holiday ads to creator collaborations and football-fueled moments, here’s a first look at how we’re bringing Open More to life this holiday season.
The greatest gifts open more
This year, our holiday ads bring the Open More idea to life by celebrating the excitement that begins the moment the box is open. They capture the energy of the season and elevate the lasting impact of a gift well-given.
Here’s a first look at one holiday campaign creative, “Cool Kid,” debuting Nov. 1. Parents set out to find the perfect gift for their daughter, and with a little help from a Blue Shirt, bring home a new Nintendo Switch 2 that opens more fun, more memories and plenty of sibling bragging rights.
Inspiring gift givers through creators
Thirty-nine percent of shoppers have bought a gift for the holidays after seeing it on social media, and that jumps to 55% among Gen Z. This season, we’re bringing Open More to the creators our customers already love — and teaming up again with a couple of familiar faces to do it.
Dude Perfect is back for the holidays with custom content, putting their trademark competitive spin on some of the season’s most sought-after tech from Best Buy.
And Marques Brownlee (MKBHD), one of the most trusted voices in consumer tech, is bringing his tech expertise to holiday gifting. He’ll spotlight the season’s must-have tech and help fans discover the products to put at the top of their lists.
New this year, we’re also live on TikTok Shop, where creators can tag Best Buy products in their videos, so customers can go from inspiration to checkout without leaving the app.
Reaching football fans
Football is one of the big ways families come together during the holidays. This year, we’re deepening our connection through Sports Illustrated and FOX Sports partnerships, partnering with professional football players to share their own Open More stories, including the traditions they love and how they’re giving more to their own families.
And, you’ll find us at two marquee holiday games: the Thanksgiving Day game on NBC, building on last year’s presence, and, for the first time, the Thanksgiving Eve game on Netflix.
Behind the creative
The “Open More” holiday platform is rooted in the idea that the top tech gifts can unlock so much more than what’s in the box. You may get a camera, but what you’re really giving is a new passion. A laptop can open up creativity, and a gaming system can open up new ways to play and connect. Open More celebrates the possibilities behind the products and the experiences they can unlock long after the holidays.
The platform was brought to life by the Best Buy in-house creative team alongside 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.
Check out BestBuy.com for gift inspiration, holiday deals and more ways to open more this season.
1 Source: Tinuiti, 50+ Holiday Shopping Statistics & Key Marketing Insights, Nov 4, 2025