Dollar General advertising spend, FY2026

Dollar General (DG) reported $131M of advertising expense for the fiscal year ended Jan 30, 2026. That is 0.3% of revenue of $42.7B. Up 6.5% from FY2025.

Ad spend, FY2026
$131M
year ended Jan 30, 2026
Change vs prior year
+6.5%
vs FY2025
Share of revenue
0.3%
of $42.7B revenue
Rank by ad spend
#287
of 336 companies

Key facts

  • Ad spend is 1.5x its FY2016 level ($89.3M).
  • FY2026 is the highest year on file, going back to FY2010.
  • Largest increase +29.1% in FY2020; largest cut -16.8% in FY2018.
  • Ad spend is 0.3% of revenue, about the same as 0.3% in FY2021.
  • Dollar General spends more on advertising than 15% 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 $50M $100M $150M FY2010 (ended 2010-01-29): $41.5M FY2011 (ended 2011-01-28): $46.9M 2011 FY2012 (ended 2012-02-03): $50.4M FY2013 (ended 2013-02-01): $61.7M FY2014 (ended 2014-01-31): $70.5M 2014 FY2015 (ended 2015-01-30): $77.3M FY2016 (ended 2016-01-29): $89.3M FY2017 (ended 2017-02-03): $82.7M 2017 FY2018 (ended 2018-02-02): $68.8M FY2019 (ended 2019-02-01): $70.5M FY2020 (ended 2020-01-31): $91M 2020 FY2021 (ended 2021-01-29): $107M FY2022 (ended 2022-01-28): $117M FY2023 (ended 2023-02-03): $126M 2023 FY2024 (ended 2024-02-02): $131M FY2025 (ended 2025-01-31): $123M FY2026 (ended 2026-01-30): $131M 2026 $131M

Ad spend as % of revenue

0.0% 0.1% 0.2% 0.3% 0.4% FY2010 (ended 2010-01-29): n/a FY2011 (ended 2011-01-28): n/a 2011 FY2012 (ended 2012-02-03): n/a FY2013 (ended 2013-02-01): n/a FY2014 (ended 2014-01-31): n/a 2014 FY2015 (ended 2015-01-30): n/a FY2016 (ended 2016-01-29): n/a FY2017 (ended 2017-02-03): 0.4% 2017 FY2018 (ended 2018-02-02): 0.3% FY2019 (ended 2019-02-01): 0.3% FY2020 (ended 2020-01-31): 0.3% 2020 FY2021 (ended 2021-01-29): 0.3% FY2022 (ended 2022-01-28): 0.3% FY2023 (ended 2023-02-03): 0.3% 2023 FY2024 (ended 2024-02-02): 0.3% FY2025 (ended 2025-01-31): 0.3% FY2026 (ended 2026-01-30): 0.3% 2026 0.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 30, 2026 $131M +6.5% $42.7B 0.3% AdvertisingExpense 10-K Mar 20, 2026
FY2025 Jan 31, 2025 $123M -5.9% $40.6B 0.3% AdvertisingExpense 10-K Mar 20, 2026
FY2024 Feb 2, 2024 $131M +3.7% $38.7B 0.3% AdvertisingExpense 10-K Mar 20, 2026
FY2023 Feb 3, 2023 $126M +7.5% $37.8B 0.3% AdvertisingExpense 10-K Mar 21, 2025
FY2022 Jan 28, 2022 $117M +9.1% $34.2B 0.3% AdvertisingExpense 10-K Mar 25, 2024
FY2021 Jan 29, 2021 $107M +18.0% $33.7B 0.3% AdvertisingExpense 10-K Mar 24, 2023
FY2020 Jan 31, 2020 $91M +29.1% $27.8B 0.3% AdvertisingExpense 10-K Mar 18, 2022
FY2019 Feb 1, 2019 $70.5M +2.5% $25.6B 0.3% AdvertisingExpense 10-K Mar 19, 2021
FY2018 Feb 2, 2018 $68.8M -16.8% $23.5B 0.3% AdvertisingExpense 10-K Mar 19, 2020
FY2017 Feb 3, 2017 $82.7M -7.4% $22B 0.4% AdvertisingExpense 10-K Mar 22, 2019
FY2016 Jan 29, 2016 $89.3M +15.5% n/a n/a AdvertisingExpense 10-K Mar 23, 2018
FY2015 Jan 30, 2015 $77.3M +9.6% n/a n/a AdvertisingExpense 10-K Mar 24, 2017
FY2014 Jan 31, 2014 $70.5M +14.3% n/a n/a AdvertisingExpense 10-K Mar 22, 2016
FY2013 Feb 1, 2013 $61.7M +22.4% n/a n/a AdvertisingExpense 10-K Mar 20, 2015
FY2012 Feb 3, 2012 $50.4M +7.5% n/a n/a AdvertisingExpense 10-K Mar 20, 2014
FY2011 Jan 28, 2011 $46.9M +13.0% n/a n/a AdvertisingExpense 10-K Mar 25, 2013
FY2010 Jan 29, 2010 $41.5M n/a n/a n/a AdvertisingExpense 10-K Mar 22, 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 Dollar General in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
283 Helen of Troy $133M 7.4% -1.7% FY2026
284 Upbound Group $132M 2.8% +103.7% FY2025
285 Fiverr International $132M 30.6% +8.2% FY2025
286 Camping World $131M 2.1% +3.3% FY2025
287 Dollar General $131M 0.3% +6.5% FY2026
288 Movado Group $131M 19.5% -10.7% FY2026
289 Stitch Fix $130M 9.6% +10.5% FY2026

Full ranking of 336 companies · Biggest increases #163 · Lowest ad-to-revenue #4

Questions

How much does Dollar General spend on advertising?

Dollar General spent $131M on advertising in fiscal 2026, the year ended Jan 30, 2026, according to its 10-K filed Mar 20, 2026.

What percentage of revenue does Dollar General spend on advertising?

0.3% of revenue in fiscal 2026 ($131M of $42.7B). The median across the 336 companies tracked is 5.2%.

Is Dollar General spending more on advertising?

Yes. Ad spend rose 6.5% in fiscal 2026 from fiscal 2025.

How does Dollar General rank by advertising spend?

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

What does Dollar General's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Mar 20, 2026
Accession number
0001104659-26-032325
Company
DOLLAR GENERAL CORP, CIK 29534, SIC 5331 (Retail-Variety Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Dollar General advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 20, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/dollar-general/advertising-spend/
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