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.

20162015201420132012
Net advertising spending (MM)$27.4$22.2$19.3$15.6$12.0
Net advertising spending growth23.4%15.0%23.7%30.0%24.1%
Net advertising spending % of total revenues2.7%2.7%2.8%2.9%2.9%