Advertising includes store windows, direct mail, e-mail, viral media, search engine optimization, key word searches and online.

20172016201520142013
Gross advertising spending (MM)$47.1$44.2$39.3$41.8$39.9
Gross advertising spending growth6.7%12.6%-6.1%4.7%11.5%
Vendor allowances (MM)$7.9$6.9$5.0$9.8$9.3
Vendor allowances growth13.9%38.2%-49.2%5.9%18.6%
Net advertising spending (MM)$39.3$37.3$34.2$32.0$30.7
Net advertising spending growth5.3%8.8%7.1%4.3%9.5%
Net advertising spending % of total revenues2.1%2.1%2.0%2.0%2.2%