Marketing strategy includes the use of newspaper circulars focused during peak selling season, email messaging, community fundraising, the website and social media. For new store openings, the company utilizes a mix of print advertising, public relations, community outreach and grand opening events with contests and giveaways.

20172016201520142013
Net advertising spending (MM)$30.8$27.4$22.2$19.3$15.6
Net advertising spending growth12.4%23.4%15.0%23.7%30.0%
Net advertising spending % of total revenues2.4%2.7%2.7%2.8%2.9%