In general, the company relies on word of mouth advertising, but also utilizes full-color circulars and other advertising pieces distributed via direct mail or inserts, digital media including email, mobile, social and search advertising. As well as, “grand opening” newspaper and direct mail advertising and email to support new store openings.

20172016201520142013
Gross advertising spending (MM)$482.9$418.5$369.8$334.0$304.5
Gross advertising spending growth15.4%13.2%10.7%9.7%12.6%
Vendor allowances (MM)$38.5$37.4$31.7$25.6$24.0
Vendor allowances growth2.9%18.0%23.8%6.7%21.2%
Net advertising spending (MM)$444.4$381.1$338.1$308.4$280.5
Net advertising spending growth16.6%12.7%9.6%9.9%11.9%
Net advertising spending % of total revenues3.6%3.1%2.8%2.6%2.4%