Gap advertising spend, FY2026

Gap (GAP) reported $778M of advertising expense for the fiscal year ended Jan 31, 2026. That is 5.1% of revenue of $15.4B. Down 0.3% from FY2025.

Ad spend, FY2026
$778M
year ended Jan 31, 2026
Change vs prior year
-0.3%
vs FY2025
Share of revenue
5.1%
of $15.4B revenue
Rank by ad spend
#90
of 336 companies

Key facts

  • Ad spend is 1.3x its FY2016 level ($578M), faster than revenue (1.0x).
  • The highest year on file is FY2022 at $1.1B; FY2026 is 30% below it.
  • Largest increase +36.6% in FY2022; largest cut -15.1% in FY2024.
  • Ad spend has fallen 4 years in a row.
  • Ad spend is 5.1% of revenue, down from 5.9% in FY2021.
  • Gap spends more on advertising than 73% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is close to the median of 5.2%.

Ad spend by fiscal year

$0 $500M $1B $1.5B FY2009 (ended 2009-01-31): $513M FY2010 (ended 2010-01-30): $516M FY2011 (ended 2011-01-29): $516M 2011 FY2012 (ended 2012-01-28): $548M FY2013 (ended 2013-02-02): $653M FY2014 (ended 2014-02-01): $637M 2014 FY2015 (ended 2015-01-31): $639M FY2016 (ended 2016-01-30): $578M FY2017 (ended 2017-01-28): $601M 2017 FY2018 (ended 2018-02-03): $673M FY2019 (ended 2019-02-02): $650M FY2020 (ended 2020-02-01): $687M 2020 FY2021 (ended 2021-01-30): $816M FY2022 (ended 2022-01-29): $1.1B FY2023 (ended 2023-01-28): $1B 2023 FY2024 (ended 2024-02-03): $882M FY2025 (ended 2025-02-01): $780M FY2026 (ended 2026-01-31): $778M 2026 $778M

Ad spend as % of revenue

0% 2% 4% 6% 8% FY2009 (ended 2009-01-31): 3.5% FY2010 (ended 2010-01-30): 3.6% FY2011 (ended 2011-01-29): 3.5% 2011 FY2012 (ended 2012-01-28): 3.8% FY2013 (ended 2013-02-02): 4.2% FY2014 (ended 2014-02-01): 3.9% 2014 FY2015 (ended 2015-01-31): 3.9% FY2016 (ended 2016-01-30): 3.7% FY2017 (ended 2017-01-28): 3.9% 2017 FY2018 (ended 2018-02-03): 4.2% FY2019 (ended 2019-02-02): 3.9% FY2020 (ended 2020-02-01): 4.2% 2020 FY2021 (ended 2021-01-30): 5.9% FY2022 (ended 2022-01-29): 6.7% FY2023 (ended 2023-01-28): 6.7% 2023 FY2024 (ended 2024-02-03): 5.9% FY2025 (ended 2025-02-01): 5.2% FY2026 (ended 2026-01-31): 5.1% 2026 5.1%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $778M -0.3% $15.4B 5.1% AdvertisingExpense 10-K Mar 17, 2026
FY2025 Feb 1, 2025 $780M -11.6% $15.1B 5.2% AdvertisingExpense 10-K Mar 17, 2026
FY2024 Feb 3, 2024 $882M -15.1% $14.9B 5.9% AdvertisingExpense 10-K Mar 17, 2026
FY2023 Jan 28, 2023 $1B -6.8% $15.6B 6.7% AdvertisingExpense 10-K Mar 18, 2025
FY2022 Jan 29, 2022 $1.1B +36.6% $16.7B 6.7% AdvertisingExpense 10-K Mar 19, 2024
FY2021 Jan 30, 2021 $816M +18.8% $13.8B 5.9% AdvertisingExpense 10-K Mar 14, 2023
FY2020 Feb 1, 2020 $687M +5.7% $16.4B 4.2% AdvertisingExpense 10-K Mar 15, 2022
FY2019 Feb 2, 2019 $650M -3.4% $16.6B 3.9% AdvertisingExpense 10-K Mar 16, 2021
FY2018 Feb 3, 2018 $673M +12.0% $15.9B 4.2% AdvertisingExpense 10-K Mar 17, 2020
FY2017 Jan 28, 2017 $601M +4.0% $15.5B 3.9% AdvertisingExpense 10-K Mar 19, 2019
FY2016 Jan 30, 2016 $578M -9.5% $15.8B 3.7% AdvertisingExpense 10-K Mar 20, 2018
FY2015 Jan 31, 2015 $639M +0.3% $16.4B 3.9% AdvertisingExpense 10-K Mar 20, 2017
FY2014 Feb 1, 2014 $637M -2.5% $16.1B 3.9% AdvertisingExpense 10-K Mar 21, 2016
FY2013 Feb 2, 2013 $653M +19.2% $15.7B 4.2% AdvertisingExpense 10-K Mar 23, 2015
FY2012 Jan 28, 2012 $548M +6.2% $14.5B 3.8% AdvertisingExpense 10-K Mar 24, 2014
FY2011 Jan 29, 2011 $516M 0.0% $14.7B 3.5% AdvertisingExpense 10-K Mar 26, 2013
FY2010 Jan 30, 2010 $516M +0.6% $14.2B 3.6% AdvertisingExpense 10-K Mar 26, 2012
FY2009 Jan 31, 2009 $513M n/a $14.5B 3.5% AdvertisingExpense 10-K Mar 26, 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 Gap in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
88 TripAdvisor $791M 41.8% +8.5% FY2025
89 Etsy $791M 27.4% +8.8% FY2025
90 Gap $778M 5.1% -0.3% FY2026
91 EchoStar $775M 5.2% +4.0% FY2025
92 LendingTree $771M 69.0% +29.3% FY2025
93 Clorox $770M 10.8% -7.5% FY2025
94 Bausch Health Companies $766M 7.5% -2.5% FY2025

Full ranking of 336 companies · Biggest cuts #95

Questions

How much does Gap spend on advertising?

Gap spent $778M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 17, 2026.

What percentage of revenue does Gap spend on advertising?

5.1% of revenue in fiscal 2026 ($778M of $15.4B). The median across the 336 companies tracked is 5.2%.

Is Gap spending more on advertising?

No. Ad spend fell 0.3% in fiscal 2026 from fiscal 2025. It has fallen 4 years in a row.

How does Gap rank by advertising spend?

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

What does Gap's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Mar 17, 2026
Accession number
0001628280-26-018573
Company
GAP INC, CIK 39911, SIC 5651 (Retail-Family Clothing Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Gap advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 17, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/gap/advertising-spend/
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CSV, all years · CSV, all 336 companies