Five Below advertising spend, FY2026

Five Below (FIVE) reported $76.2M of advertising expense for the fiscal year ended Jan 31, 2026. That is 1.6% of revenue of $4.8B. Up 18.5% from FY2025.

Ad spend, FY2026
$76.2M
year ended Jan 31, 2026
Change vs prior year
+18.5%
vs FY2025
Share of revenue
1.6%
of $4.8B revenue
Rank by ad spend
#392
of 458 companies

Key facts

  • Ad spend is 3.4x its FY2016 level ($22.2M), slower than revenue (5.7x).
  • FY2026 is the highest year on file, going back to FY2011.
  • Largest increase +72.8% in FY2023; largest cut -34.3% in FY2021.
  • Ad spend has risen 4 years in a row.
  • Ad spend is 1.6% of revenue, about the same as 1.6% in FY2021.
  • Five Below spends more on advertising than 14% 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 $20M $40M $60M $80M FY2011 (ended 2011-01-29): $6.4M FY2012 (ended 2012-01-28): $9.7M 2012 FY2013 (ended 2013-02-02): $12M FY2014 (ended 2014-02-01): $15.6M 2014 FY2015 (ended 2015-01-31): $19.3M FY2016 (ended 2016-01-30): $22.2M 2016 FY2017 (ended 2017-01-28): $27.4M FY2018 (ended 2018-02-03): $30.8M 2018 FY2019 (ended 2019-02-02): $42.2M FY2020 (ended 2020-02-01): $48.1M 2020 FY2021 (ended 2021-01-30): $31.6M FY2022 (ended 2022-01-29): $31.3M 2022 FY2023 (ended 2023-01-28): $54.1M FY2024 (ended 2024-02-03): $62.5M 2024 FY2025 (ended 2025-02-01): $64.3M FY2026 (ended 2026-01-31): $76.2M 2026 $76.2M

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2011 (ended 2011-01-29): 3.2% FY2012 (ended 2012-01-28): 3.3% 2012 FY2013 (ended 2013-02-02): 2.9% FY2014 (ended 2014-02-01): 2.9% 2014 FY2015 (ended 2015-01-31): 2.8% FY2016 (ended 2016-01-30): 2.7% 2016 FY2017 (ended 2017-01-28): 2.7% FY2018 (ended 2018-02-03): 2.4% 2018 FY2019 (ended 2019-02-02): 2.7% FY2020 (ended 2020-02-01): 2.6% 2020 FY2021 (ended 2021-01-30): 1.6% FY2022 (ended 2022-01-29): 1.1% 2022 FY2023 (ended 2023-01-28): 1.8% FY2024 (ended 2024-02-03): 1.8% 2024 FY2025 (ended 2025-02-01): 1.7% FY2026 (ended 2026-01-31): 1.6% 2026 1.6%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $76.2M +18.5% $4.8B 1.6% AdvertisingExpense 10-K Mar 19, 2026
FY2025 Feb 1, 2025 $64.3M +2.9% $3.9B 1.7% AdvertisingExpense 10-K Mar 19, 2026
FY2024 Feb 3, 2024 $62.5M +15.5% $3.6B 1.8% AdvertisingExpense 10-K Mar 19, 2026
FY2023 Jan 28, 2023 $54.1M +72.8% $3.1B 1.8% AdvertisingExpense 10-K Mar 20, 2025
FY2022 Jan 29, 2022 $31.3M -0.9% $2.8B 1.1% AdvertisingExpense 10-K Mar 21, 2024
FY2021 Jan 30, 2021 $31.6M -34.3% $2B 1.6% AdvertisingExpense 10-K Mar 16, 2023
FY2020 Feb 1, 2020 $48.1M +14.0% $1.8B 2.6% AdvertisingExpense 10-K Mar 30, 2022
FY2019 Feb 2, 2019 $42.2M +37.0% $1.6B 2.7% AdvertisingExpense 10-K Mar 18, 2021
FY2018 Feb 3, 2018 $30.8M +12.4% $1.3B 2.4% AdvertisingExpense 10-K Mar 19, 2020
FY2017 Jan 28, 2017 $27.4M +23.4% $1B 2.7% AdvertisingExpense 10-K Mar 28, 2019
FY2016 Jan 30, 2016 $22.2M +15.0% $832M 2.7% AdvertisingExpense 10-K Mar 22, 2018
FY2015 Jan 31, 2015 $19.3M +23.7% $680M 2.8% AdvertisingExpense 10-K Mar 23, 2017
FY2014 Feb 1, 2014 $15.6M +30.0% $535M 2.9% AdvertisingExpense 10-K Mar 24, 2016
FY2013 Feb 2, 2013 $12M +23.7% $419M 2.9% AdvertisingExpense 10-K Mar 26, 2015
FY2012 Jan 28, 2012 $9.7M +51.6% $297M 3.3% AdvertisingExpense 10-K Mar 26, 2014
FY2011 Jan 29, 2011 $6.4M n/a $197M 3.2% AdvertisingExpense 10-K Mar 29, 2013

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
390 Ollie's Bargain Outlet $77.3M 2.9% +10.7% FY2026
391 Chemed $77.1M 3.0% +5.5% FY2025
392 Five Below $76.2M 1.6% +18.5% FY2026
393 Jetblue Airways $76M 0.8% -3.8% FY2025
394 Samsara $76M 4.7% +10.5% FY2026
395 Bellring Brands $75.2M 3.2% +22.7% FY2025
396 Lovesac $75.1M 10.8% -3.0% FY2026

Full ranking of 458 companies · Biggest increases #117

Questions

How much does Five Below spend on advertising?

Five Below spent $76.2M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 19, 2026.

What percentage of revenue does Five Below spend on advertising?

1.6% of revenue in fiscal 2026 ($76.2M of $4.8B). The median across the 458 companies tracked is 4.6%.

Is Five Below spending more on advertising?

Yes. Ad spend rose 18.5% in fiscal 2026 from fiscal 2025. It has risen 4 years in a row.

How does Five Below rank by advertising spend?

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

What does Five Below's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Mar 19, 2026
Accession number
0001177609-26-000010
Company
FIVE BELOW, INC, CIK 1177609, SIC 5331 (Retail-Variety Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Five Below advertising spend, FY2011-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 19, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/five-below/advertising-spend/
Download
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