Advertising primarily consists of sales flyers distributed through direct delivery or inserted into local newspapers. In addition, the company uses sales promotions communicated through local radio and targeted direct mail as well as weekly advertised specials through e-circulars, online coupons and special promotions on websites, blogs and social media.

20162015201420132012
Gross advertising spending (MM)$52.9$46.8$39.8$34.1$29.2
Gross advertising spending growth12.9%17.7%16.7%16.5%30.9%
Vendor allowances (MM)$15.9$14.8$13.6$12.5$9.9
Vendor allowances growth7.1%8.8%8.7%26.5%72.4%
Net advertising spending (MM)$37.0$32.0$26.1$21.5$19.3
Net advertising spending growth15.6%22.4%21.4%11.4%16.5%
Net advertising spending % of total revenues0.9%0.9%0.9%0.9%1.1%