Advertising includes targeted marketing through mailing offers and promotional announcements to awards program members, ads in national magazines, as well as local advertising via direct mail, radio and television for certain new stores. The company is developing its social media presence, and also exhibits at many consumer trade shows across the country.

20172016201520142013
Net advertising spending (MM)$27.3$21.9$21.6$19.3$16.5
Net advertising spending growth24.7%1.4%11.9%17.0%12.2%
Net advertising spending % of total revenues2.4%1.7%1.7%1.6%1.5%