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.

20162015201420132012
Gross advertising spending (MM)$418.5$369.8$334.0$304.5$270.4
Gross advertising spending growth13.2%10.7%9.7%12.6%27.5%
Vendor allowances (MM)$37.4$31.7$25.6$24.0$19.8
Vendor allowances growth18.0%23.8%6.7%21.2%1.5%
Net advertising spending (MM)$381.1$338.1$308.4$280.5$250.6
Net advertising spending growth12.7%9.6%9.9%11.9%30.2%
Net advertising spending % of total revenues3.1%2.8%2.6%2.4%2.3%