Kohl's advertising spend, FY2026

Kohl's (KSS) reported $725M of advertising expense for the fiscal year ended Jan 31, 2026. That is 4.7% of revenue of $15.5B. Down 7.9% from FY2025.

Ad spend, FY2026
$725M
year ended Jan 31, 2026
Change vs prior year
-7.9%
vs FY2025
Share of revenue
4.7%
of $15.5B revenue
Rank by ad spend
#97
of 336 companies

Key facts

  • Ad spend is 28% below its FY2016 level ($1B); revenue is 19% lower.
  • The highest year on file is FY2020 at $1B; FY2026 is 29% below it.
  • Largest increase +13.3% in FY2022; largest cut -23.2% in FY2021.
  • Ad spend has fallen 4 years in a row.
  • Ad spend is 4.7% of revenue, down from 4.9% in FY2021.
  • Kohl's spends more on advertising than 71% 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 $500M $1B $1.5B FY2009 (ended 2009-01-31): $890M FY2010 (ended 2010-01-30): $846M FY2011 (ended 2011-01-29): $869M 2011 FY2012 (ended 2012-01-28): $962M FY2013 (ended 2013-02-02): $993M FY2014 (ended 2014-02-01): $1B 2014 FY2015 (ended 2015-01-31): $1B FY2016 (ended 2016-01-30): $1B FY2017 (ended 2017-01-28): $1B 2017 FY2018 (ended 2018-02-03): $986M FY2019 (ended 2019-02-02): $990M FY2020 (ended 2020-02-01): $1B 2020 FY2021 (ended 2021-01-30): $788M FY2022 (ended 2022-01-29): $893M FY2023 (ended 2023-01-28): $883M 2023 FY2024 (ended 2024-02-03): $796M FY2025 (ended 2025-02-01): $787M FY2026 (ended 2026-01-31): $725M 2026 $725M

Ad spend as % of revenue

0% 2% 4% 6% FY2009 (ended 2009-01-31): 5.4% FY2010 (ended 2010-01-30): 4.9% FY2011 (ended 2011-01-29): 4.7% 2011 FY2012 (ended 2012-01-28): 5.1% FY2013 (ended 2013-02-02): 5.2% FY2014 (ended 2014-02-01): 5.3% 2014 FY2015 (ended 2015-01-31): 5.4% FY2016 (ended 2016-01-30): 5.3% FY2017 (ended 2017-01-28): 5.2% 2017 FY2018 (ended 2018-02-03): 4.9% FY2019 (ended 2019-02-02): 4.9% FY2020 (ended 2020-02-01): 5.1% 2020 FY2021 (ended 2021-01-30): 4.9% FY2022 (ended 2022-01-29): 4.6% FY2023 (ended 2023-01-28): 4.9% 2023 FY2024 (ended 2024-02-03): 4.6% FY2025 (ended 2025-02-01): 4.9% FY2026 (ended 2026-01-31): 4.7% 2026 4.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $725M -7.9% $15.5B 4.7% AdvertisingExpense 10-K Mar 19, 2026
FY2025 Feb 1, 2025 $787M -1.1% $16.2B 4.9% AdvertisingExpense 10-K Mar 19, 2026
FY2024 Feb 3, 2024 $796M -9.9% $17.5B 4.6% AdvertisingExpense 10-K Mar 19, 2026
FY2023 Jan 28, 2023 $883M -1.1% $18.1B 4.9% AdvertisingExpense 10-K Mar 20, 2025
FY2022 Jan 29, 2022 $893M +13.3% $19.4B 4.6% AdvertisingExpense 10-K Mar 21, 2024
FY2021 Jan 30, 2021 $788M -23.2% $16B 4.9% AdvertisingExpense 10-K Mar 16, 2023
FY2020 Feb 1, 2020 $1B +3.6% $20B 5.1% AdvertisingExpense 10-K Mar 17, 2022
FY2019 Feb 2, 2019 $990M +0.4% $20.2B 4.9% AdvertisingExpense 10-K Mar 18, 2021
FY2018 Feb 3, 2018 $986M -3.0% $20.1B 4.9% AdvertisingExpense 10-K Mar 18, 2020
FY2017 Jan 28, 2017 $1B +0.5% $19.7B 5.2% AdvertisingExpense 10-K Mar 22, 2019
FY2016 Jan 30, 2016 $1B -1.3% $19.2B 5.3% AdvertisingExpense 10-K Mar 23, 2018
FY2015 Jan 31, 2015 $1B +1.1% $19B 5.4% AdvertisingExpense 10-K Mar 17, 2017
FY2014 Feb 1, 2014 $1B +2.0% $19B 5.3% AdvertisingExpense 10-K Mar 18, 2016
FY2013 Feb 2, 2013 $993M +3.2% $19.3B 5.2% AdvertisingExpense 10-K Mar 20, 2015
FY2012 Jan 28, 2012 $962M +10.7% $18.8B 5.1% AdvertisingExpense 10-K Mar 21, 2014
FY2011 Jan 29, 2011 $869M +2.7% $18.4B 4.7% AdvertisingExpense 10-K Mar 22, 2013
FY2010 Jan 30, 2010 $846M -4.9% $17.2B 4.9% AdvertisingExpense 10-K Mar 16, 2012
FY2009 Jan 31, 2009 $890M n/a $16.4B 5.4% AdvertisingExpense 10-K/A Sep 13, 2011

What the figure is

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

Compared with similar spenders

The 6 companies closest to Kohl's in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
96 Shopify $753M 6.5% +37.9% FY2025
97 Kohl's $725M 4.7% -7.9% FY2026
98 HP $718M 1.3% +14.3% FY2025
99 Church & Dwight $709M 11.4% +1.5% FY2025
100 US Bancorp $705M 2.5% +13.9% FY2025
101 Dell Technologies $700M 0.6% -12.5% FY2026
102 Royal Caribbean Cruises $693M 3.9% +13.2% FY2025

Full ranking of 336 companies · Biggest cuts #38

Questions

How much does Kohl's spend on advertising?

Kohl's spent $725M 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 Kohl's spend on advertising?

4.7% of revenue in fiscal 2026 ($725M of $15.5B). The median across the 336 companies tracked is 5.2%.

Is Kohl's spending more on advertising?

No. Ad spend fell 7.9% in fiscal 2026 from fiscal 2025. It has fallen 4 years in a row.

How does Kohl's rank by advertising spend?

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

What does Kohl's'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
0001193125-26-115982
Company
KOHLS Corp, CIK 885639, SIC 5311 (Retail-Department Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Kohl's advertising spend, FY2009-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/kohls/advertising-spend/
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