Caleres advertising spend, FY2026

Caleres (CAL) reported $165M of advertising expense for the fiscal year ended Jan 31, 2026. That is 6.0% of revenue of $2.8B. Up 10.0% from FY2025.

Ad spend, FY2026
$165M
year ended Jan 31, 2026
Change vs prior year
+10.0%
vs FY2025
Share of revenue
6.0%
of $2.8B revenue
Rank by ad spend
#248
of 336 companies

Key facts

  • Ad spend is 2.1x its FY2016 level ($78.4M), slower than revenue (28x).
  • FY2026 is the highest year on file, going back to FY2011.
  • Largest increase +51.6% in FY2022; largest cut -22.8% in FY2021.
  • Ad spend has risen 5 years in a row.
  • Ad spend is 6.0% of revenue, up from 3.7% in FY2021.
  • Caleres spends more on advertising than 26% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.1x the median of 5.2%.

Ad spend by fiscal year

$0 $50M $100M $150M $200M FY2011 (ended 2011-01-29): $91.4M FY2012 (ended 2012-01-28): $90.8M 2012 FY2013 (ended 2013-02-02): $83M FY2014 (ended 2014-02-01): $82.2M 2014 FY2015 (ended 2015-01-31): $83.6M FY2016 (ended 2016-01-30): $78.4M 2016 FY2017 (ended 2017-01-28): $78.8M FY2018 (ended 2018-02-03): $83.6M 2018 FY2019 (ended 2019-02-02): $84.8M FY2020 (ended 2020-02-01): $101M 2020 FY2021 (ended 2021-01-30): $77.9M FY2022 (ended 2022-01-29): $118M 2022 FY2023 (ended 2023-01-28): $138M FY2024 (ended 2024-02-03): $146M 2024 FY2025 (ended 2025-02-01): $150M FY2026 (ended 2026-01-31): $165M 2026 $165M

Ad spend as % of revenue

0% 25% 50% 75% 100% FY2011 (ended 2011-01-29): 3.7% FY2012 (ended 2012-01-28): 3.7% 2012 FY2013 (ended 2013-02-02): 3.3% FY2014 (ended 2014-02-01): 62.0% 2014 FY2015 (ended 2015-01-31): 73.1% FY2016 (ended 2016-01-30): 78.3% 2016 FY2017 (ended 2017-01-28): 86.2% FY2018 (ended 2018-02-03): 3.0% 2018 FY2019 (ended 2019-02-02): 3.0% FY2020 (ended 2020-02-01): 3.5% 2020 FY2021 (ended 2021-01-30): 3.7% FY2022 (ended 2022-01-29): 4.3% 2022 FY2023 (ended 2023-01-28): 4.6% FY2024 (ended 2024-02-03): 5.2% 2024 FY2025 (ended 2025-02-01): 5.5% FY2026 (ended 2026-01-31): 6.0% 2026 6.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $165M +10.0% $2.8B 6.0% MarketingAndAdvertisingExpense 10-K Apr 2, 2026
FY2025 Feb 1, 2025 $150M +2.7% $2.7B 5.5% MarketingAndAdvertisingExpense 10-K Apr 2, 2026
FY2024 Feb 3, 2024 $146M +5.6% $2.8B 5.2% MarketingAndAdvertisingExpense 10-K Apr 2, 2026
FY2023 Jan 28, 2023 $138M +16.9% $3B 4.6% MarketingAndAdvertisingExpense 10-K Apr 1, 2025
FY2022 Jan 29, 2022 $118M +51.6% $2.8B 4.3% MarketingAndAdvertisingExpense 10-K Apr 2, 2024
FY2021 Jan 30, 2021 $77.9M -22.8% $2.1B 3.7% MarketingAndAdvertisingExpense 10-K Mar 28, 2023
FY2020 Feb 1, 2020 $101M +19.0% $2.9B 3.5% MarketingAndAdvertisingExpense 10-K Mar 28, 2022
FY2019 Feb 2, 2019 $84.8M +1.4% $2.8B 3.0% MarketingAndAdvertisingExpense 10-K Mar 30, 2021
FY2018 Feb 3, 2018 $83.6M +6.1% $2.8B 3.0% MarketingAndAdvertisingExpense 10-K Mar 31, 2020
FY2017 Jan 28, 2017 $78.8M +0.5% $91.4M 86.2% MarketingAndAdvertisingExpense 10-K Apr 3, 2019
FY2016 Jan 30, 2016 $78.4M -6.2% $100M 78.3% MarketingAndAdvertisingExpense 10-K Apr 4, 2018
FY2015 Jan 31, 2015 $83.6M +1.7% $114M 73.1% MarketingAndAdvertisingExpense 10-K Mar 28, 2017
FY2014 Feb 1, 2014 $82.2M -1.0% $133M 62.0% MarketingAndAdvertisingExpense 10-K Mar 29, 2016
FY2013 Feb 2, 2013 $83M -8.6% $2.5B 3.3% MarketingAndAdvertisingExpense 10-K Apr 1, 2015
FY2012 Jan 28, 2012 $90.8M -0.7% $2.4B 3.7% MarketingAndAdvertisingExpense 10-K Apr 1, 2014
FY2011 Jan 29, 2011 $91.4M n/a $2.5B 3.7% MarketingAndAdvertisingExpense 10-K Apr 2, 2013

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Compared with similar spenders

The 6 companies closest to Caleres in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
246 Zillow Group $165M 6.4% -5.7% FY2025
247 Rush Street Interactive $165M 14.5% +3.8% FY2025
248 Caleres $165M 6.0% +10.0% FY2026
249 New York Times $165M 5.8% +7.9% FY2025
250 Designer Brands $164M 5.7% -5.4% FY2026
251 Brinker International $164M 2.8% +11.6% FY2026
252 Mohawk Industries $164M 1.5% +13.8% FY2025

Full ranking of 336 companies · Biggest increases #132 · Up 5+ years in a row #56

Questions

How much does Caleres spend on advertising?

Caleres spent $165M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Apr 2, 2026.

What percentage of revenue does Caleres spend on advertising?

6.0% of revenue in fiscal 2026 ($165M of $2.8B). The median across the 336 companies tracked is 5.2%.

Is Caleres spending more on advertising?

Yes. Ad spend rose 10.0% in fiscal 2026 from fiscal 2025. It has risen 5 years in a row.

How does Caleres rank by advertising spend?

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

What does Caleres's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2026, filed Apr 2, 2026
Accession number
0000014707-26-000053
Company
CALERES INC, CIK 14707, SIC 3140 (Footwear, (No Rubber))
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Caleres advertising spend, FY2011-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Apr 2, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/caleres/advertising-spend/
Download
CSV, all years · CSV, all 336 companies