National Vision advertising spend, FY2026

National Vision (EYE) reported $139M of advertising expense for the fiscal year ended Jan 3, 2026. That is 7.0% of revenue of $2B.

Ad spend, FY2026
$139M
year ended Jan 3, 2026
Change vs prior year
n/a
vs FY2024
Share of revenue
7.0%
of $2B revenue
Rank by ad spend
#280
of 458 companies

Key facts

  • Ad spend is 1.6x its FY2016 level ($85.4M), in line with revenue (1.7x).
  • FY2026 is the highest year on file, going back to FY2016.
  • Largest increase +60.1% in FY2022; largest cut -0.9% in FY2023.
  • Ad spend is 7.0% of revenue, up from 5.1% in FY2021.
  • National Vision spends more on advertising than 39% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is 1.5x the median of 4.6%.

Ad spend by fiscal year

$0 $50M $100M $150M FY2016 (ended 2016-12-31): $85.4M 2016 FY2017 (ended 2017-12-30): $93.2M FY2018 (ended 2018-12-29): $108M 2018 FY2019 (ended 2019-12-28): $113M FY2021 (ended 2021-01-02): $86.5M 2021 FY2022 (ended 2022-12-31): $139M FY2023 (ended 2023-12-30): $137M 2023 FY2024 (ended 2024-12-28): $139M FY2026 (ended 2026-01-03): $139M 2026 $139M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2016 (ended 2016-12-31): 7.1% 2016 FY2017 (ended 2017-12-30): 6.8% FY2018 (ended 2018-12-29): 7.0% 2018 FY2019 (ended 2019-12-28): 6.6% FY2021 (ended 2021-01-02): 5.1% 2021 FY2022 (ended 2022-12-31): 8.4% FY2023 (ended 2023-12-30): 7.8% 2023 FY2024 (ended 2024-12-28): 7.6% FY2026 (ended 2026-01-03): 7.0% 2026 7.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 3, 2026 $139M n/a $2B 7.0% AdvertisingExpense 10-K Mar 4, 2026
FY2024 Dec 28, 2024 $139M +1.0% $1.8B 7.6% AdvertisingExpense 10-K Mar 4, 2026
FY2023 Dec 30, 2023 $137M -0.9% $1.8B 7.8% AdvertisingExpense 10-K Mar 4, 2026
FY2022 Dec 31, 2022 $139M +60.1% $1.6B 8.4% AdvertisingExpense 10-K Feb 26, 2025
FY2021 Jan 2, 2021 $86.5M n/a $1.7B 5.1% AdvertisingExpense 10-K Mar 1, 2023
FY2019 Dec 28, 2019 $113M +5.4% $1.7B 6.6% AdvertisingExpense 10-K Feb 28, 2022
FY2018 Dec 29, 2018 $108M +15.3% $1.5B 7.0% AdvertisingExpense 10-K Mar 3, 2021
FY2017 Dec 30, 2017 $93.2M +9.1% $1.4B 6.8% AdvertisingExpense 10-K Feb 26, 2020
FY2016 Dec 31, 2016 $85.4M n/a $1.2B 7.1% AdvertisingExpense 10-K Feb 27, 2019

What the figure is

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

Compared with similar spenders

The 6 companies closest to National Vision in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
276 BJ's Wholesale Club $143M 0.7% +13.0% FY2026
277 Autohome $143M 15.5% -19.0% FY2025
278 Genesco $142M 5.8% +6.6% FY2026
279 G-III Apparel Group $139M 4.7% -4.4% FY2026
280 National Vision $139M 7.0% n/a FY2026
281 Bumble $138M 14.3% -39.0% FY2025
282 Webull $136M 23.8% -2.0% FY2025

Full ranking of 458 companies

Questions

How much does National Vision spend on advertising?

National Vision spent $139M on advertising in fiscal 2026, the year ended Jan 3, 2026, according to its 10-K filed Mar 4, 2026.

What percentage of revenue does National Vision spend on advertising?

7.0% of revenue in fiscal 2026 ($139M of $2B). The median across the 458 companies tracked is 4.6%.

How does National Vision rank by advertising spend?

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

What does National Vision's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Mar 4, 2026
Accession number
0001628280-26-014379
Company
National Vision Holdings, Inc., CIK 1710155, SIC 3851 (Ophthalmic Goods)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
National Vision advertising spend, FY2016-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 4, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/national-vision-holdings/advertising-spend/
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CSV, all years · CSV, all 458 companies