Childrens Place advertising spend, FY2026

Childrens Place (PLCE) reported $78.1M of advertising expense for the fiscal year ended Jan 31, 2026. That is 6.5% of revenue of $1.2B. Up 13.4% from FY2025.

Ad spend, FY2026
$78.1M
year ended Jan 31, 2026
Change vs prior year
+13.4%
vs FY2025
Share of revenue
6.5%
of $1.2B revenue
Rank by ad spend
#385
of 458 companies

Key facts

  • Ad spend is 2.8x its FY2016 level ($27.9M), faster than revenue (0.7x).
  • The highest year on file is FY2024 at $99.9M; FY2026 is 22% below it.
  • Largest increase +80.0% in FY2024; largest cut -31.0% in FY2025.
  • Ad spend is 6.5% of revenue, up from 2.0% in FY2021.
  • Childrens Place spends more on advertising than 16% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is 1.4x the median of 4.6%.

Ad spend by fiscal year

$0 $25M $50M $75M $100M FY2010 (ended 2010-01-30): $46M FY2011 (ended 2011-01-29): $36.6M 2011 FY2012 (ended 2012-01-28): $37.4M FY2013 (ended 2013-02-02): $37.1M FY2014 (ended 2014-02-01): $33.8M 2014 FY2015 (ended 2015-01-31): $30.9M FY2016 (ended 2016-01-30): $27.9M FY2017 (ended 2017-01-28): $26.4M 2017 FY2018 (ended 2018-02-03): $29.9M FY2019 (ended 2019-02-02): $34.1M FY2020 (ended 2020-02-01): $35M 2020 FY2021 (ended 2021-01-30): $31.1M FY2022 (ended 2022-01-29): $44.3M FY2023 (ended 2023-01-28): $55.5M 2023 FY2024 (ended 2024-02-03): $99.9M FY2025 (ended 2025-02-01): $68.9M FY2026 (ended 2026-01-31): $78.1M 2026 $78.1M

Ad spend as % of revenue

0% 2% 4% 6% 8% FY2010 (ended 2010-01-30): 2.8% FY2011 (ended 2011-01-29): 2.2% 2011 FY2012 (ended 2012-01-28): 2.2% FY2013 (ended 2013-02-02): 2.1% FY2014 (ended 2014-02-01): 1.9% 2014 FY2015 (ended 2015-01-31): 1.8% FY2016 (ended 2016-01-30): 1.6% FY2017 (ended 2017-01-28): 1.5% 2017 FY2018 (ended 2018-02-03): 1.6% FY2019 (ended 2019-02-02): 1.8% FY2020 (ended 2020-02-01): 1.9% 2020 FY2021 (ended 2021-01-30): 2.0% FY2022 (ended 2022-01-29): 2.3% FY2023 (ended 2023-01-28): 3.2% 2023 FY2024 (ended 2024-02-03): 6.2% FY2025 (ended 2025-02-01): 5.0% FY2026 (ended 2026-01-31): 6.5% 2026 6.5%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $78.1M +13.4% $1.2B 6.5% AdvertisingExpense 10-K Apr 10, 2026
FY2025 Feb 1, 2025 $68.9M -31.0% $1.4B 5.0% AdvertisingExpense 10-K Apr 10, 2026
FY2024 Feb 3, 2024 $99.9M +80.0% $1.6B 6.2% AdvertisingExpense 10-K Apr 10, 2026
FY2023 Jan 28, 2023 $55.5M +25.3% $1.7B 3.2% AdvertisingExpense 10-K Apr 17, 2025
FY2022 Jan 29, 2022 $44.3M +42.4% $1.9B 2.3% AdvertisingExpense 10-K May 6, 2024
FY2021 Jan 30, 2021 $31.1M -11.1% $1.5B 2.0% AdvertisingExpense 10-K Mar 28, 2023
FY2020 Feb 1, 2020 $35M +2.6% $1.9B 1.9% AdvertisingExpense 10-K Mar 25, 2022
FY2019 Feb 2, 2019 $34.1M +14.0% $1.9B 1.8% AdvertisingExpense 10-K Mar 29, 2021
FY2018 Feb 3, 2018 $29.9M +13.3% $1.9B 1.6% AdvertisingExpense 10-K Mar 19, 2020
FY2017 Jan 28, 2017 $26.4M -5.4% $1.8B 1.5% AdvertisingExpense 10-K Mar 21, 2019
FY2016 Jan 30, 2016 $27.9M -9.7% $1.7B 1.6% AdvertisingExpense 10-K Mar 22, 2018
FY2015 Jan 31, 2015 $30.9M -8.6% $1.8B 1.8% AdvertisingExpense 10-K Mar 23, 2017
FY2014 Feb 1, 2014 $33.8M -8.9% $1.8B 1.9% AdvertisingExpense 10-K Mar 24, 2016
FY2013 Feb 2, 2013 $37.1M -0.8% $1.8B 2.1% AdvertisingExpense 10-K Mar 26, 2015
FY2012 Jan 28, 2012 $37.4M +2.2% $1.7B 2.2% AdvertisingExpense 10-K Mar 20, 2014
FY2011 Jan 29, 2011 $36.6M -20.4% $1.7B 2.2% AdvertisingExpense 10-K Mar 28, 2013
FY2010 Jan 30, 2010 $46M n/a $1.6B 2.8% AdvertisingExpense 10-K Mar 23, 2012

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
384 Ryman Hospitality Properties $78.5M 3.0% +9.9% FY2025
385 Childrens Place $78.1M 6.5% +13.4% FY2026
386 Wyndham Hotels & Resorts $78M 5.5% -29.1% FY2025
387 Compass $77.7M 1.1% +5.4% FY2025
388 Toll Brothers $77.4M 0.7% +22.7% FY2025
389 Yelp $77.4M 5.3% -11.8% FY2025
390 Ollie's Bargain Outlet $77.3M 2.9% +10.7% FY2026

Full ranking of 458 companies · Biggest increases #149

Questions

How much does Childrens Place spend on advertising?

Childrens Place spent $78.1M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Apr 10, 2026.

What percentage of revenue does Childrens Place spend on advertising?

6.5% of revenue in fiscal 2026 ($78.1M of $1.2B). The median across the 458 companies tracked is 4.6%.

Is Childrens Place spending more on advertising?

Yes. Ad spend rose 13.4% in fiscal 2026 from fiscal 2025.

How does Childrens Place rank by advertising spend?

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

What does Childrens Place's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Apr 10, 2026
Accession number
0001628280-26-024672
Company
Childrens Place, Inc., CIK 1041859, SIC 5651 (Retail-Family Clothing Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Childrens Place advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Apr 10, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/childrens-place/advertising-spend/
Download
CSV, all years · CSV, all 458 companies