SpendscapeCompanies · Retail
Best Buy
AdvertiserBBY
Best Buy spent $861M on advertising and marketing in fiscal 2026, up 1.8% on the year before and +11% since 2019. That's 2.1% of revenue, more than in 2019: leaning in.
$861Mmarketing spend, FY2026
+1.8%vs the year before
2.1%of revenue (+0.3 pts vs 2019)
Say brand/flatsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What the 10-K says about marketing
- strategy “Competition is becoming increasingly diverse, including through the expansion of retail media networks, such as our retail media network, Best Buy Ads, which competes for brand marketing spend and advertiser attention. Additionally, as our Best Buy Marketplace platform expands,…” 10-K, Mar 18, 2026
Say vs do
Say brand/flat. In 32 statements from its leaders in interviews, 2 argued for investing in brand and 0 for cutting; the filed spend went flat.
In the news
- What Does Best Buy (BBY) Fire TV Deal Mean For Its Ad Business? Yahoo Finance · Sep 27, 2026 · retail media
- Best Buy Announces Official 'Pokémon' 30th Anniversary Tcg Event With Freebies IMDb · Sep 27, 2026 · campaign