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.

20172016201520142013
Net advertising spending (MM)$259.4$212.7$187.2$157.8$140.8
Net advertising spending growth22.0%13.7%18.6%12.1%18.9%
Net advertising spending % of total revenues4.4%4.4%4.8%4.9%5.3%