Macy's advertising spend, FY2026

Macy's (M) reported $1B of advertising expense for the fiscal year ended Jan 31, 2026. That is 4.4% of revenue of $22.6B. Down 9.2% from FY2025.

Ad spend, FY2026
$1B
year ended Jan 31, 2026
Change vs prior year
-9.2%
vs FY2025
Share of revenue
4.4%
of $22.6B revenue
Rank by ad spend
#65
of 336 companies

Key facts

  • Ad spend is 15% below its FY2016 level ($1.2B); revenue is 16% lower.
  • The highest year on file is FY2009 at $1.2B; FY2026 is 19% below it.
  • Largest increase +43.9% in FY2022; largest cut -28.4% in FY2021.
  • Ad spend has fallen 4 years in a row.
  • Ad spend is 4.4% of revenue, down from 4.7% in FY2021.
  • Macy's spends more on advertising than 81% 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): $1.2B FY2010 (ended 2010-01-30): $1.1B FY2011 (ended 2011-01-29): $1.1B 2011 FY2012 (ended 2012-01-28): $1.1B FY2013 (ended 2013-02-02): $1.1B FY2014 (ended 2014-02-01): $1.2B 2014 FY2015 (ended 2015-01-31): $1.2B FY2016 (ended 2016-01-30): $1.2B FY2017 (ended 2017-01-28): $1.2B 2017 FY2018 (ended 2018-02-03): $1.1B FY2019 (ended 2019-02-02): $1.2B FY2020 (ended 2020-02-01): $1.1B 2020 FY2021 (ended 2021-01-30): $818M FY2022 (ended 2022-01-29): $1.2B FY2023 (ended 2023-01-28): $1.2B 2023 FY2024 (ended 2024-02-03): $1.1B FY2025 (ended 2025-02-01): $1.1B FY2026 (ended 2026-01-31): $1B 2026 $1B

Ad spend as % of revenue

0% 2% 4% 6% FY2009 (ended 2009-01-31): 5.0% FY2010 (ended 2010-01-30): 4.6% FY2011 (ended 2011-01-29): 4.3% 2011 FY2012 (ended 2012-01-28): 4.0% FY2013 (ended 2013-02-02): 4.1% FY2014 (ended 2014-02-01): 4.2% 2014 FY2015 (ended 2015-01-31): 4.2% FY2016 (ended 2016-01-30): 4.3% FY2017 (ended 2017-01-28): 4.5% 2017 FY2018 (ended 2018-02-03): 4.4% FY2019 (ended 2019-02-02): 4.7% FY2020 (ended 2020-02-01): 4.6% 2020 FY2021 (ended 2021-01-30): 4.7% FY2022 (ended 2022-01-29): 4.6% FY2023 (ended 2023-01-28): 4.6% 2023 FY2024 (ended 2024-02-03): 4.6% FY2025 (ended 2025-02-01): 4.8% FY2026 (ended 2026-01-31): 4.4% 2026 4.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $1B -9.2% $22.6B 4.4% MarketingAndAdvertisingExpense 10-K Mar 27, 2026
FY2025 Feb 1, 2025 $1.1B -0.5% $23B 4.8% MarketingAndAdvertisingExpense 10-K Mar 27, 2026
FY2024 Feb 3, 2024 $1.1B -4.8% $23.9B 4.6% MarketingAndAdvertisingExpense 10-K Mar 27, 2026
FY2023 Jan 28, 2023 $1.2B -1.2% $25.4B 4.6% MarketingAndAdvertisingExpense 10-K Mar 21, 2025
FY2022 Jan 29, 2022 $1.2B +43.9% $25.4B 4.6% MarketingAndAdvertisingExpense 10-K Mar 22, 2024
FY2021 Jan 30, 2021 $818M -28.4% $17.3B 4.7% MarketingAndAdvertisingExpense 10-K Mar 24, 2023
FY2020 Feb 1, 2020 $1.1B -1.7% $24.6B 4.6% MarketingAndAdvertisingExpense 10-K Mar 25, 2022
FY2019 Feb 2, 2019 $1.2B +4.9% $25B 4.7% MarketingAndAdvertisingExpense 10-K Mar 29, 2021
FY2018 Feb 3, 2018 $1.1B -3.9% $24.9B 4.4% MarketingAndAdvertisingExpense 10-K Mar 30, 2020
FY2017 Jan 28, 2017 $1.2B -1.7% $25.9B 4.5% MarketingAndAdvertisingExpense 10-K Apr 3, 2019
FY2016 Jan 30, 2016 $1.2B -0.3% $27.1B 4.3% MarketingAndAdvertisingExpense 10-K Apr 4, 2018
FY2015 Jan 31, 2015 $1.2B +0.9% $28.1B 4.2% MarketingAndAdvertisingExpense 10-K Mar 29, 2017
FY2014 Feb 1, 2014 $1.2B +3.8% $27.9B 4.2% MarketingAndAdvertisingExpense 10-K Mar 30, 2016
FY2013 Feb 2, 2013 $1.1B +5.9% $27.7B 4.1% MarketingAndAdvertisingExpense 10-K Apr 1, 2015
FY2012 Jan 28, 2012 $1.1B -1.1% $26.4B 4.0% MarketingAndAdvertisingExpense 10-K Apr 2, 2014
FY2011 Jan 29, 2011 $1.1B -1.4% $25B 4.3% MarketingAndAdvertisingExpense 10-K Apr 3, 2013
FY2010 Jan 30, 2010 $1.1B -12.3% $23.5B 4.6% MarketingAndAdvertisingExpense 10-K Mar 28, 2012
FY2009 Jan 31, 2009 $1.2B n/a $24.9B 5.0% MarketingAndAdvertisingExpense 10-K Mar 30, 2011

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
64 Kimberly-Clark $1B 6.2% -9.1% FY2025
65 Macy's $1B 4.4% -9.2% FY2026
66 Gilead Sciences $1B 3.4% +15.1% FY2025
67 Marriott International $999M 3.8% +0.6% FY2025
68 Lowe's $978M 1.1% +6.2% FY2026
69 Carnival $972M 3.7% +5.1% FY2025
70 CVS Health $970M 0.2% -1.9% FY2025

Full ranking of 336 companies · Biggest cuts #33

Questions

How much does Macy's spend on advertising?

Macy's spent $1B on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 27, 2026.

What percentage of revenue does Macy's spend on advertising?

4.4% of revenue in fiscal 2026 ($1B of $22.6B). The median across the 336 companies tracked is 5.2%.

Is Macy's spending more on advertising?

No. Ad spend fell 9.2% in fiscal 2026 from fiscal 2025. It has fallen 4 years in a row.

How does Macy's rank by advertising spend?

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

What does Macy's's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2026, filed Mar 27, 2026
Accession number
0001628280-26-021721
Company
Macy's, Inc., CIK 794367, SIC 5311 (Retail-Department Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Macy's advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 27, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/macy-s/advertising-spend/
Download
CSV, all years · CSV, all 336 companies