Signet Jewelers advertising spend, FY2026

Signet Jewelers (SIG) reported $555M of advertising expense for the fiscal year ended Jan 31, 2026. That is 8.1% of revenue of $6.8B. Down 0.9% from FY2025.

Ad spend, FY2026
$555M
year ended Jan 31, 2026
Change vs prior year
-0.9%
vs FY2025
Share of revenue
8.1%
of $6.8B revenue
Rank by ad spend
#116
of 336 companies

Key facts

  • Ad spend is 1.4x its FY2016 level ($384M), faster than revenue (1.0x).
  • The highest year on file is FY2025 at $560M; FY2026 is 1% below it.
  • Largest increase +53.6% in FY2022; largest cut -11.8% in FY2021.
  • Ad spend is 8.1% of revenue, up from 6.6% in FY2021.
  • Signet Jewelers spends more on advertising than 66% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.6x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M FY2011 (ended 2011-01-29): $178M FY2012 (ended 2012-01-28): $209M 2012 FY2013 (ended 2013-02-02): $246M FY2014 (ended 2014-02-01): $254M 2014 FY2015 (ended 2015-01-31): $333M FY2016 (ended 2016-01-30): $384M 2016 FY2017 (ended 2017-01-28): $381M FY2018 (ended 2018-02-03): $361M 2018 FY2019 (ended 2019-02-02): $388M FY2020 (ended 2020-02-01): $389M 2020 FY2021 (ended 2021-01-30): $343M FY2022 (ended 2022-01-29): $527M 2022 FY2023 (ended 2023-01-28): $556M FY2024 (ended 2024-02-03): $523M 2024 FY2025 (ended 2025-02-01): $560M FY2026 (ended 2026-01-31): $555M 2026 $555M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2011 (ended 2011-01-29): 5.2% FY2012 (ended 2012-01-28): 5.6% 2012 FY2013 (ended 2013-02-02): 6.2% FY2014 (ended 2014-02-01): 6.0% 2014 FY2015 (ended 2015-01-31): 5.8% FY2016 (ended 2016-01-30): 5.9% 2016 FY2017 (ended 2017-01-28): 5.9% FY2018 (ended 2018-02-03): 5.8% 2018 FY2019 (ended 2019-02-02): 6.2% FY2020 (ended 2020-02-01): 6.3% 2020 FY2021 (ended 2021-01-30): 6.6% FY2022 (ended 2022-01-29): 6.7% 2022 FY2023 (ended 2023-01-28): 7.1% FY2024 (ended 2024-02-03): 7.3% 2024 FY2025 (ended 2025-02-01): 8.4% FY2026 (ended 2026-01-31): 8.1% 2026 8.1%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $555M -0.9% $6.8B 8.1% AdvertisingExpense 10-K Mar 19, 2026
FY2025 Feb 1, 2025 $560M +7.1% $6.7B 8.4% AdvertisingExpense 10-K Mar 19, 2026
FY2024 Feb 3, 2024 $523M -5.9% $7.2B 7.3% AdvertisingExpense 10-K Mar 19, 2026
FY2023 Jan 28, 2023 $556M +5.4% $7.8B 7.1% AdvertisingExpense 10-K Mar 19, 2025
FY2022 Jan 29, 2022 $527M +53.6% $7.8B 6.7% AdvertisingExpense 10-K Mar 21, 2024
FY2021 Jan 30, 2021 $343M -11.8% $5.2B 6.6% AdvertisingExpense 10-K Mar 16, 2023
FY2020 Feb 1, 2020 $389M +0.3% $6.1B 6.3% AdvertisingExpense 10-K Mar 17, 2022
FY2019 Feb 2, 2019 $388M +7.6% $6.2B 6.2% AdvertisingExpense 10-K Mar 19, 2021
FY2018 Feb 3, 2018 $361M -5.3% $6.3B 5.8% AdvertisingExpense 10-K Mar 26, 2020
FY2017 Jan 28, 2017 $381M -0.9% $6.4B 5.9% AdvertisingExpense 10-K Apr 3, 2019
FY2016 Jan 30, 2016 $384M +15.4% $6.6B 5.9% AdvertisingExpense 10-K Apr 2, 2018
FY2015 Jan 31, 2015 $333M +31.2% $5.7B 5.8% AdvertisingExpense 10-K Mar 16, 2017
FY2014 Feb 1, 2014 $254M +3.3% $4.2B 6.0% AdvertisingExpense 10-K Mar 24, 2016
FY2013 Feb 2, 2013 $246M +17.8% $4B 6.2% AdvertisingExpense 10-K Mar 26, 2015
FY2012 Jan 28, 2012 $209M +17.1% $3.7B 5.6% AdvertisingExpense 10-K Mar 27, 2014
FY2011 Jan 29, 2011 $178M n/a $3.4B 5.2% AdvertisingExpense 10-K Mar 28, 2013

What the figure is

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

Compared with similar spenders

The 6 companies closest to Signet Jewelers in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
114 Gen Digital (Norton) $584M 11.7% +32.4% FY2026
115 Domino's Pizza $559M 11.3% +9.7% FY2025
116 Signet Jewelers $555M 8.1% -0.9% FY2026
117 Williams-Sonoma $553M 7.1% -2.7% FY2026
118 Match Group $550M 15.8% +0.7% FY2025
119 Teladoc Health $546M 21.6% -8.2% FY2025
120 News Corp $545M 6.0% +7.9% FY2026

Full ranking of 336 companies · Biggest cuts #89

Questions

How much does Signet Jewelers spend on advertising?

Signet Jewelers spent $555M 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 Signet Jewelers spend on advertising?

8.1% of revenue in fiscal 2026 ($555M of $6.8B). The median across the 336 companies tracked is 5.2%.

Is Signet Jewelers spending more on advertising?

No. Ad spend fell 0.9% in fiscal 2026 from fiscal 2025.

How does Signet Jewelers rank by advertising spend?

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

What does Signet Jewelers'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
0000832988-26-000055
Company
SIGNET JEWELERS LTD, CIK 832988, SIC 5944 (Retail-Jewelry Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Signet Jewelers advertising spend, FY2011-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/signet-jewelers/advertising-spend/
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CSV, all years · CSV, all 336 companies