Bath & Body Works advertising spend, FY2026

Bath & Body Works (BBWI) reported $255M of advertising expense for the fiscal year ended Jan 31, 2026. That is 3.5% of revenue of $7.3B. Up 5.4% from FY2025.

Ad spend, FY2026
$255M
year ended Jan 31, 2026
Change vs prior year
+5.4%
vs FY2025
Share of revenue
3.5%
of $7.3B revenue
Rank by ad spend
#190
of 336 companies

Key facts

  • Ad spend is 38% below its FY2016 level ($414M); revenue is 40% lower.
  • The highest year on file is FY2009 at $502M; FY2026 is 49% below it.
  • Largest increase +48.2% in FY2022; largest cut -74.4% in FY2020.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 3.5% of revenue, up from 1.7% in FY2021.
  • Bath & Body Works spends more on advertising than 44% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M FY2009 (ended 2009-01-31): $502M FY2010 (ended 2010-01-30): $459M FY2011 (ended 2011-01-29): $473M 2011 FY2012 (ended 2012-01-28): $474M FY2013 (ended 2013-02-02): $460M FY2014 (ended 2014-02-01): $452M 2014 FY2015 (ended 2015-01-31): $436M FY2016 (ended 2016-01-30): $414M FY2017 (ended 2017-01-28): $325M 2017 FY2018 (ended 2018-02-03): $383M FY2019 (ended 2019-02-02): $476M FY2020 (ended 2020-02-01): $122M 2020 FY2021 (ended 2021-01-30): $112M FY2022 (ended 2022-01-29): $166M FY2023 (ended 2023-01-28): $166M 2023 FY2024 (ended 2024-02-03): $180M FY2025 (ended 2025-02-01): $242M FY2026 (ended 2026-01-31): $255M 2026 $255M

Ad spend as % of revenue

0% 2% 4% 6% FY2009 (ended 2009-01-31): 5.6% FY2010 (ended 2010-01-30): 5.3% FY2011 (ended 2011-01-29): 4.9% 2011 FY2012 (ended 2012-01-28): 4.6% FY2013 (ended 2013-02-02): 4.4% FY2014 (ended 2014-02-01): 4.2% 2014 FY2015 (ended 2015-01-31): 3.8% FY2016 (ended 2016-01-30): 3.4% FY2017 (ended 2017-01-28): 2.6% 2017 FY2018 (ended 2018-02-03): 3.0% FY2019 (ended 2019-02-02): 3.6% FY2020 (ended 2020-02-01): 2.3% 2020 FY2021 (ended 2021-01-30): 1.7% FY2022 (ended 2022-01-29): 2.1% FY2023 (ended 2023-01-28): 2.2% 2023 FY2024 (ended 2024-02-03): 2.4% FY2025 (ended 2025-02-01): 3.3% FY2026 (ended 2026-01-31): 3.5% 2026 3.5%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $255M +5.4% $7.3B 3.5% AdvertisingExpense 10-K Mar 12, 2026
FY2025 Feb 1, 2025 $242M +34.4% $7.3B 3.3% AdvertisingExpense 10-K Mar 12, 2026
FY2024 Feb 3, 2024 $180M +8.4% $7.4B 2.4% AdvertisingExpense 10-K Mar 12, 2026
FY2023 Jan 28, 2023 $166M 0.0% $7.6B 2.2% AdvertisingExpense 10-K Mar 14, 2025
FY2022 Jan 29, 2022 $166M +48.2% $7.9B 2.1% AdvertisingExpense 10-K Mar 22, 2024
FY2021 Jan 30, 2021 $112M -8.2% $6.4B 1.7% AdvertisingExpense 10-K Mar 17, 2023
FY2020 Feb 1, 2020 $122M -74.4% $5.4B 2.3% AdvertisingExpense 10-K Mar 18, 2022
FY2019 Feb 2, 2019 $476M +24.3% $13.2B 3.6% AdvertisingExpense 10-K Mar 19, 2021
FY2018 Feb 3, 2018 $383M +17.8% $12.6B 3.0% AdvertisingExpense 10-K Mar 30, 2020
FY2017 Jan 28, 2017 $325M -21.5% $12.6B 2.6% AdvertisingExpense 10-K Mar 22, 2019
FY2016 Jan 30, 2016 $414M -5.0% $12.2B 3.4% AdvertisingExpense 10-K Mar 23, 2018
FY2015 Jan 31, 2015 $436M -3.5% $11.5B 3.8% AdvertisingExpense 10-K Mar 17, 2017
FY2014 Feb 1, 2014 $452M -1.7% $10.8B 4.2% AdvertisingExpense 10-K Mar 18, 2016
FY2013 Feb 2, 2013 $460M -3.0% $10.5B 4.4% AdvertisingExpense 10-K Mar 20, 2015
FY2012 Jan 28, 2012 $474M +0.2% $10.4B 4.6% AdvertisingExpense 10-K Mar 21, 2014
FY2011 Jan 29, 2011 $473M +3.1% $9.6B 4.9% AdvertisingExpense 10-K Mar 22, 2013
FY2010 Jan 30, 2010 $459M -8.6% $8.6B 5.3% AdvertisingExpense 10-K Mar 23, 2012
FY2009 Jan 31, 2009 $502M n/a $9B 5.6% AdvertisingExpense 10-K Mar 18, 2011

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Bath & Body Works in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
187 SelectQuote $258M 16.0% -2.0% FY2026
188 Lithia Motors $257M 0.7% +2.5% FY2025
189 Remitly Global $255M 15.6% +13.2% FY2025
190 Bath & Body Works $255M 3.5% +5.4% FY2026
191 Optimum Communications $253M 2.9% -3.9% FY2025
192 S&P Global $252M 1.6% +10.0% FY2025
193 American Eagle Outfitters $251M 4.5% +21.8% FY2026

Full ranking of 336 companies · Biggest increases #175

Questions

How much does Bath & Body Works spend on advertising?

Bath & Body Works spent $255M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 12, 2026.

What percentage of revenue does Bath & Body Works spend on advertising?

3.5% of revenue in fiscal 2026 ($255M of $7.3B). The median across the 336 companies tracked is 5.2%.

Is Bath & Body Works spending more on advertising?

Yes. Ad spend rose 5.4% in fiscal 2026 from fiscal 2025. It has risen 3 years in a row.

How does Bath & Body Works rank by advertising spend?

#190 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Bath & Body Works's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2026, filed Mar 12, 2026
Accession number
0000701985-26-000008
Company
Bath & Body Works, Inc., CIK 701985, SIC 5990 (Retail-Retail Stores, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Bath & Body Works advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/bath-body-works/advertising-spend/
Download
CSV, all years · CSV, all 336 companies