Advertising is primarily focused on e-mail communications with customers about new products, in-store events and special offers, as well as in-store signage, store and window banners and displays, and online marketing channels such as paid search and affiliate marketing. The company recently increased its focus on television commercials, newspaper and mail inserts, and utilizes its website and social media channels as well.

20162015201420132012
Net advertising spending (MM)$9.3$9.6$9.3$9.3$6.7
Net advertising spending growth-3.1%3.2%0.0%38.8%36.7%
Net advertising spending % of total revenues1.6%1.7%1.8%2.0%1.5%