Best Buy advertising spend, FY2026

Best Buy (BBY) reported $861M of advertising expense for the fiscal year ended Jan 31, 2026. That is 2.1% of revenue of $41.7B. Up 1.8% from FY2025.

Ad spend, FY2026
$861M
year ended Jan 31, 2026
Change vs prior year
+1.8%
vs FY2025
Share of revenue
2.1%
of $41.7B revenue
Rank by ad spend
#81
of 336 companies

Key facts

  • Ad spend is 1.2x its FY2016 level ($742M), faster than revenue (1.1x).
  • The highest year on file is FY2022 at $915M; FY2026 is 6% below it.
  • Largest increase +21.6% in FY2011; largest cut -8.1% in FY2024.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 2.1% of revenue, up from 1.7% in FY2021.
  • Best Buy spends more on advertising than 76% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $250M $500M $750M $1B FY2009 (ended 2009-02-28): $765M FY2010 (ended 2010-02-27): $709M 2010 FY2011 (ended 2011-02-26): $862M FY2012 (ended 2012-03-03): $828M FY2014 (ended 2014-02-01): $757M 2014 FY2015 (ended 2015-01-31): $711M FY2016 (ended 2016-01-30): $742M FY2017 (ended 2017-01-28): $743M 2017 FY2018 (ended 2018-02-03): $776M FY2019 (ended 2019-02-02): $777M FY2020 (ended 2020-02-01): $840M 2020 FY2021 (ended 2021-01-30): $819M FY2022 (ended 2022-01-29): $915M FY2023 (ended 2023-01-28): $864M 2023 FY2024 (ended 2024-02-03): $794M FY2025 (ended 2025-02-01): $846M FY2026 (ended 2026-01-31): $861M 2026 $861M

Ad spend as % of revenue

0% 1% 2% 3% FY2009 (ended 2009-02-28): 1.7% FY2010 (ended 2010-02-27): 1.4% 2010 FY2011 (ended 2011-02-26): 1.7% FY2012 (ended 2012-03-03): 1.8% FY2014 (ended 2014-02-01): 1.9% 2014 FY2015 (ended 2015-01-31): 1.8% FY2016 (ended 2016-01-30): 1.9% FY2017 (ended 2017-01-28): 1.9% 2017 FY2018 (ended 2018-02-03): 1.8% FY2019 (ended 2019-02-02): 1.8% FY2020 (ended 2020-02-01): 1.9% 2020 FY2021 (ended 2021-01-30): 1.7% FY2022 (ended 2022-01-29): 1.8% FY2023 (ended 2023-01-28): 1.9% 2023 FY2024 (ended 2024-02-03): 1.8% FY2025 (ended 2025-02-01): 2.0% FY2026 (ended 2026-01-31): 2.1% 2026 2.1%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $861M +1.8% $41.7B 2.1% AdvertisingExpense 10-K Mar 18, 2026
FY2025 Feb 1, 2025 $846M +6.5% $41.5B 2.0% AdvertisingExpense 10-K Mar 18, 2026
FY2024 Feb 3, 2024 $794M -8.1% $43.5B 1.8% AdvertisingExpense 10-K Mar 18, 2026
FY2023 Jan 28, 2023 $864M -5.6% $46.3B 1.9% AdvertisingExpense 10-K Mar 19, 2025
FY2022 Jan 29, 2022 $915M +11.7% $51.8B 1.8% AdvertisingExpense 10-K Mar 15, 2024
FY2021 Jan 30, 2021 $819M -2.5% $47.3B 1.7% AdvertisingExpense 10-K Mar 17, 2023
FY2020 Feb 1, 2020 $840M +8.1% $43.6B 1.9% AdvertisingExpense 10-K Mar 18, 2022
FY2019 Feb 2, 2019 $777M +0.1% $42.9B 1.8% AdvertisingExpense 10-K Mar 19, 2021
FY2018 Feb 3, 2018 $776M +4.4% $42.2B 1.8% AdvertisingExpense 10-K Mar 23, 2020
FY2017 Jan 28, 2017 $743M +0.1% $39.4B 1.9% AdvertisingExpense 10-K Mar 28, 2019
FY2016 Jan 30, 2016 $742M +4.4% $39.5B 1.9% AdvertisingExpense 10-K Apr 2, 2018
FY2015 Jan 31, 2015 $711M -6.1% $40.3B 1.8% AdvertisingExpense 10-K Mar 24, 2017
FY2014 Feb 1, 2014 $757M n/a $40.6B 1.9% AdvertisingExpense 10-K Mar 23, 2016
FY2012 Mar 3, 2012 $828M -3.9% $45.5B 1.8% AdvertisingExpense 10-K Mar 28, 2014
FY2011 Feb 26, 2011 $862M +21.6% $49.7B 1.7% AdvertisingExpense 10-K May 1, 2012
FY2010 Feb 27, 2010 $709M -7.3% $49.2B 1.4% AdvertisingExpense 10-K May 1, 2012
FY2009 Feb 28, 2009 $765M n/a $45B 1.7% AdvertisingExpense 10-K Apr 25, 2011

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Best Buy in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
77 General Mills $874M 4.7% +3.1% FY2026
78 Starbucks $870M 2.3% +45.6% FY2025
79 Constellation Brands $867M 8.9% -6.9% FY2026
80 PayPal $867M 2.6% +51.0% FY2025
81 Best Buy $861M 2.1% +1.8% FY2026
82 VF Corp $849M 8.8% +3.7% FY2026
83 Airbnb $843M 6.9% -23.4% FY2025

Full ranking of 336 companies · Biggest increases #225

Questions

How much does Best Buy spend on advertising?

Best Buy spent $861M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 18, 2026.

What percentage of revenue does Best Buy spend on advertising?

2.1% of revenue in fiscal 2026 ($861M of $41.7B). The median across the 336 companies tracked is 5.2%.

Is Best Buy spending more on advertising?

Yes. Ad spend rose 1.8% in fiscal 2026 from fiscal 2025. It has risen 2 years in a row.

How does Best Buy rank by advertising spend?

#81 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Best Buy's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2026, filed Mar 18, 2026
Accession number
0000764478-26-000009
Company
BEST BUY CO INC, CIK 764478, SIC 5731 (Retail-Radio, Tv & Consumer Electronics Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Best Buy advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 18, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/best-buy/advertising-spend/
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CSV, all years · CSV, all 336 companies