Genesco advertising spend, FY2026

Genesco (GCO) reported $142M of advertising expense for the fiscal year ended Jan 31, 2026. That is 5.8% of revenue of $2.4B. Up 6.6% from FY2025.

Ad spend, FY2026
$142M
year ended Jan 31, 2026
Change vs prior year
+6.6%
vs FY2025
Share of revenue
5.8%
of $2.4B revenue
Rank by ad spend
#274
of 336 companies

Key facts

  • Ad spend is 1.9x its FY2016 level ($73.7M).
  • FY2026 is the highest year on file, going back to FY2010.
  • Largest increase +32.8% in FY2022; largest cut -14.7% in FY2017.
  • Ad spend has risen 7 years in a row.
  • Ad spend is 5.8% of revenue, up from 4.5% in FY2021.
  • Genesco spends more on advertising than 19% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.1x the median of 5.2%.

Ad spend by fiscal year

$0 $50M $100M $150M FY2010 (ended 2010-01-30): $33.8M FY2011 (ended 2011-01-29): $35.1M 2011 FY2012 (ended 2012-01-28): $42.5M FY2013 (ended 2013-02-02): $48.3M FY2014 (ended 2014-02-01): $56.9M 2014 FY2015 (ended 2015-01-31): $67M FY2016 (ended 2016-01-30): $73.7M FY2017 (ended 2017-01-28): $62.9M 2017 FY2018 (ended 2018-02-03): $68.6M FY2019 (ended 2019-02-02): $68.3M FY2020 (ended 2020-02-01): $72.3M 2020 FY2021 (ended 2021-01-30): $80.1M FY2022 (ended 2022-01-29): $106M FY2023 (ended 2023-01-28): $119M 2023 FY2024 (ended 2024-02-03): $125M FY2025 (ended 2025-02-01): $133M FY2026 (ended 2026-01-31): $142M 2026 $142M

Ad spend as % of revenue

0% 2% 4% 6% FY2010 (ended 2010-01-30): 2.1% FY2011 (ended 2011-01-29): 2.0% 2011 FY2012 (ended 2012-01-28): 1.9% FY2013 (ended 2013-02-02): 1.9% FY2014 (ended 2014-02-01): n/a 2014 FY2015 (ended 2015-01-31): n/a FY2016 (ended 2016-01-30): n/a FY2017 (ended 2017-01-28): 3.1% 2017 FY2018 (ended 2018-02-03): 3.2% FY2019 (ended 2019-02-02): 3.1% FY2020 (ended 2020-02-01): 3.3% 2020 FY2021 (ended 2021-01-30): 4.5% FY2022 (ended 2022-01-29): 4.4% FY2023 (ended 2023-01-28): 5.0% 2023 FY2024 (ended 2024-02-03): 5.4% FY2025 (ended 2025-02-01): 5.7% FY2026 (ended 2026-01-31): 5.8% 2026 5.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $142M +6.6% $2.4B 5.8% AdvertisingExpense 10-K Mar 25, 2026
FY2025 Feb 1, 2025 $133M +6.5% $2.3B 5.7% AdvertisingExpense 10-K Mar 25, 2026
FY2024 Feb 3, 2024 $125M +5.2% $2.3B 5.4% AdvertisingExpense 10-K Mar 25, 2026
FY2023 Jan 28, 2023 $119M +11.4% $2.4B 5.0% AdvertisingExpense 10-K Mar 26, 2025
FY2022 Jan 29, 2022 $106M +32.8% $2.4B 4.4% AdvertisingExpense 10-K Mar 27, 2024
FY2021 Jan 30, 2021 $80.1M +10.8% $1.8B 4.5% AdvertisingExpense 10-K Mar 22, 2023
FY2020 Feb 1, 2020 $72.3M +5.9% $2.2B 3.3% AdvertisingExpense 10-K Mar 23, 2022
FY2019 Feb 2, 2019 $68.3M -0.4% $2.2B 3.1% AdvertisingExpense 10-K Mar 31, 2021
FY2018 Feb 3, 2018 $68.6M +9.1% $2.1B 3.2% AdvertisingExpense 10-K Apr 1, 2020
FY2017 Jan 28, 2017 $62.9M -14.7% $2B 3.1% AdvertisingExpense 10-K Apr 3, 2019
FY2016 Jan 30, 2016 $73.7M +10.0% n/a n/a AdvertisingExpense 10-K Apr 4, 2018
FY2015 Jan 31, 2015 $67M +17.8% n/a n/a AdvertisingExpense 10-K Mar 29, 2017
FY2014 Feb 1, 2014 $56.9M +17.8% n/a n/a AdvertisingExpense 10-K Mar 30, 2016
FY2013 Feb 2, 2013 $48.3M +13.6% $2.6B 1.9% AdvertisingExpense 10-K Apr 1, 2015
FY2012 Jan 28, 2012 $42.5M +21.1% $2.3B 1.9% AdvertisingExpense 10-K/A Apr 3, 2014
FY2011 Jan 29, 2011 $35.1M +3.8% $1.8B 2.0% AdvertisingExpense 10-K/A Sep 24, 2013
FY2010 Jan 30, 2010 $33.8M n/a $1.6B 2.1% AdvertisingExpense 10-K/A Apr 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 Genesco in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
270 HubSpot $144M 4.6% +22.5% FY2025
271 Owens Corning $144M 1.4% +9.1% FY2025
272 BJ's Wholesale Club $143M 0.7% +13.0% FY2026
273 Autohome $143M 15.5% -19.0% FY2025
274 Genesco $142M 5.8% +6.6% FY2026
275 G-III Apparel Group $139M 4.7% -4.4% FY2026
276 Bumble $138M 14.3% -39.0% FY2025

Full ranking of 336 companies · Biggest increases #162 · Up 5+ years in a row #22

Questions

How much does Genesco spend on advertising?

Genesco spent $142M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 25, 2026.

What percentage of revenue does Genesco spend on advertising?

5.8% of revenue in fiscal 2026 ($142M of $2.4B). The median across the 336 companies tracked is 5.2%.

Is Genesco spending more on advertising?

Yes. Ad spend rose 6.6% in fiscal 2026 from fiscal 2025. It has risen 7 years in a row.

How does Genesco rank by advertising spend?

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

What does Genesco's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Mar 25, 2026
Accession number
0001193125-26-123492
Company
GENESCO INC, CIK 18498, SIC 5661 (Retail-Shoe Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Genesco advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 25, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/genesco/advertising-spend/
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