Carters advertising spend, FY2026

Carters (CRI) reported $87.3M of advertising expense for the fiscal year ended Jan 3, 2026. That is 3.0% of revenue of $2.9B.

Ad spend, FY2026
$87.3M
year ended Jan 3, 2026
Change vs prior year
n/a
vs FY2024
Share of revenue
3.0%
of $2.9B revenue
Rank by ad spend
#366
of 458 companies

Key facts

  • Ad spend is 1.2x its FY2021 level ($75.6M), faster than revenue (1.0x).
  • The highest year on file is FY2022 at $96M; FY2026 is 9% below it.
  • Largest increase +27.0% in FY2022; largest cut -22.8% in FY2023.
  • Ad spend is 3.0% of revenue, up from 2.5% in FY2021.
  • Carters spends more on advertising than 20% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 4.6%.

Ad spend by fiscal year

$0 $25M $50M $75M $100M FY2019 (ended 2019-12-28): $93.4M 2019 FY2021 (ended 2021-01-02): $75.6M 2021 FY2022 (ended 2022-12-31): $96M 2022 FY2023 (ended 2023-12-30): $74.1M 2023 FY2024 (ended 2024-12-28): $84.1M 2024 FY2026 (ended 2026-01-03): $87.3M 2026 $87.3M

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2019 (ended 2019-12-28): 2.7% 2019 FY2021 (ended 2021-01-02): 2.5% 2021 FY2022 (ended 2022-12-31): 3.0% 2022 FY2023 (ended 2023-12-30): 2.5% 2023 FY2024 (ended 2024-12-28): 3.0% 2024 FY2026 (ended 2026-01-03): 3.0% 2026 3.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 3, 2026 $87.3M n/a $2.9B 3.0% AdvertisingExpense 10-K Feb 27, 2026
FY2024 Dec 28, 2024 $84.1M +13.5% $2.8B 3.0% AdvertisingExpense 10-K Feb 27, 2026
FY2023 Dec 30, 2023 $74.1M -22.8% $2.9B 2.5% AdvertisingExpense 10-K Feb 27, 2026
FY2022 Dec 31, 2022 $96M +27.0% $3.2B 3.0% AdvertisingExpense 10-K Feb 25, 2025
FY2021 Jan 2, 2021 $75.6M n/a $3B 2.5% AdvertisingExpense 10-K Feb 24, 2023
FY2019 Dec 28, 2019 $93.4M n/a $3.5B 2.7% AdvertisingExpense 10-K Feb 25, 2022

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
363 Fossil Group $88.7M 8.8% n/a FY2026
364 Spectrum Brands $87.7M 3.1% -4.4% FY2025
365 Universal Technical Institute $87.5M 10.5% +13.3% FY2025
366 Carters $87.3M 3.0% n/a FY2026
367 Shutterstock $87M 8.8% -5.2% FY2025
368 Duolingo $86.9M 8.4% +39.3% FY2025
369 LifeMD $86.1M 44.4% +22.8% FY2025

Full ranking of 458 companies

Questions

How much does Carters spend on advertising?

Carters spent $87.3M on advertising in fiscal 2026, the year ended Jan 3, 2026, according to its 10-K filed Feb 27, 2026.

What percentage of revenue does Carters spend on advertising?

3.0% of revenue in fiscal 2026 ($87.3M of $2.9B). The median across the 458 companies tracked is 4.6%.

How does Carters rank by advertising spend?

#366 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Carters's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Feb 27, 2026
Accession number
0001060822-26-000016
Company
CARTERS INC, CIK 1060822, SIC 2300 (Apparel & Other Finishd Prods of Fabrics & Similar Matl)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Carters advertising spend, FY2019-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 27, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/carters/advertising-spend/
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CSV, all years · CSV, all 458 companies