Cricut advertising spend, FY2025

Cricut (CRCT) reported $59.8M of advertising expense for the fiscal year ended Dec 31, 2025. That is 8.4% of revenue of $709M. Up 27.8% from FY2024.

Ad spend, FY2025
$59.8M
year ended Dec 31, 2025
Change vs prior year
+27.8%
vs FY2024
Share of revenue
8.4%
of $709M revenue
Rank by ad spend
#427
of 458 companies

Key facts

  • Ad spend is 3.9x its FY2020 level ($15.5M), faster than revenue (0.7x).
  • FY2025 is the highest year on file, going back to FY2019.
  • Largest increase +269.0% in FY2020; largest cut -24.2% in FY2022.
  • Ad spend has risen 2 years in a row.
  • Ad spend is 8.4% of revenue, up from 1.6% in FY2020.
  • Cricut spends more on advertising than 7% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is 1.9x the median of 4.6%.

Ad spend by fiscal year

$0 $20M $40M $60M FY2019 (ended 2019-12-31): $4.2M 2019 FY2020 (ended 2020-12-31): $15.5M 2020 FY2021 (ended 2021-12-31): $45.1M 2021 FY2022 (ended 2022-12-31): $34.2M 2022 FY2023 (ended 2023-12-31): $32.2M 2023 FY2024 (ended 2024-12-31): $46.8M 2024 FY2025 (ended 2025-12-31): $59.8M 2025 $59.8M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2019 (ended 2019-12-31): 0.9% 2019 FY2020 (ended 2020-12-31): 1.6% 2020 FY2021 (ended 2021-12-31): 3.5% 2021 FY2022 (ended 2022-12-31): 3.9% 2022 FY2023 (ended 2023-12-31): 4.2% 2023 FY2024 (ended 2024-12-31): 6.6% 2024 FY2025 (ended 2025-12-31): 8.4% 2025 8.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $59.8M +27.8% $709M 8.4% AdvertisingExpense 10-K Mar 4, 2026
FY2024 Dec 31, 2024 $46.8M +45.3% $713M 6.6% AdvertisingExpense 10-K Mar 4, 2026
FY2023 Dec 31, 2023 $32.2M -5.8% $765M 4.2% AdvertisingExpense 10-K Mar 4, 2026
FY2022 Dec 31, 2022 $34.2M -24.2% $886M 3.9% AdvertisingExpense 10-K Mar 5, 2025
FY2021 Dec 31, 2021 $45.1M +191.0% $1.3B 3.5% AdvertisingExpense 10-K Mar 6, 2024
FY2020 Dec 31, 2020 $15.5M +269.0% $959M 1.6% AdvertisingExpense 10-K Mar 13, 2023
FY2019 Dec 31, 2019 $4.2M n/a $487M 0.9% AdvertisingExpense 10-K Mar 9, 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 Cricut in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
425 Phathom Pharmaceuticals $61.3M 35.0% n/a FY2025
426 Trex $61M 5.2% +14.0% FY2025
427 Cricut $59.8M 8.4% +27.8% FY2025
428 Shoe Station Group $58.7M 5.2% +16.3% FY2026
429 Duluth $58.4M 10.3% -13.5% FY2026
430 Scholastic $58.4M 3.7% -4.9% FY2026
431 Hyatt Hotels $58M 0.8% -13.4% FY2025

Full ranking of 458 companies · Biggest increases #77 · New $50M spenders #10

Questions

How much does Cricut spend on advertising?

Cricut spent $59.8M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Mar 4, 2026.

What percentage of revenue does Cricut spend on advertising?

8.4% of revenue in fiscal 2025 ($59.8M of $709M). The median across the 458 companies tracked is 4.6%.

Is Cricut spending more on advertising?

Yes. Ad spend rose 27.8% in fiscal 2025 from fiscal 2024. It has risen 2 years in a row.

How does Cricut rank by advertising spend?

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

What does Cricut's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Mar 4, 2026
Accession number
0001828962-26-000010
Company
Cricut, Inc., CIK 1828962, SIC 3559 (Special Industry Machinery, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Cricut advertising spend, FY2019-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 4, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/cricut/advertising-spend/
Download
CSV, all years · CSV, all 458 companies