Marketing expenditures are primarily directed towards direct mail catalogs and free-standing newspaper inserts, and also includes public relations. A growing portion of marketing spending is focused on digital marketing, which includes search engine optimization, paid search, mobile advertising and affiliate relationships, as well as online coupons sites, social media and display advertising.

20162015201420132012
Net advertising spending (MM)$212.7$187.2$157.8$140.8$118.4
Net advertising spending growth13.7%18.6%12.1%18.9%19.0%
Net advertising spending % of total revenues4.4%4.8%4.9%5.3%5.3%