The majority of advertising spending is directed towards print, including direct mail catalogs and postcards. Other advertising, such as the customer loyalty program, website, social media, trucks and outdoor billboards are used to reinforce Hibbett's name recognition and brand awareness. Digital marketing, including mobile, social networks, online and loyalty marketing will become a more significant portion of the advertising budget over the next several years.

20172016201520142013
Gross advertising spending (MM)$13.4$10.0$9.8$9.0$9.6
Gross advertising spending growth28.6%2.3%8.7%-6.0%14.7%
Vendor allowances (MM)$3.0$2.9$3.5$3.3$4.0
Vendor allowances growth-9.3%-14.7%3.6%-16.7%6.8%
Net advertising spending (MM)$10.3$7.0$6.3$5.6$5.6
Net advertising spending growth46.5%11.5%11.7%1.7%21.2%
Net advertising spending % of total revenues1.1%0.7%0.7%0.7%0.7%