Snap-on advertising spend, FY2026

Snap-on (SNA) reported $56.6M of advertising expense for the fiscal year ended Jan 3, 2026. That is 1.1% of revenue of $5.2B.

Ad spend, FY2026
$56.6M
year ended Jan 3, 2026
Change vs prior year
n/a
vs FY2024
Share of revenue
1.1%
of $5.2B revenue
Rank by ad spend
#435
of 458 companies

Key facts

  • Ad spend is 1.1x its FY2016 level ($52.6M), slower than revenue (1.4x).
  • FY2026 is the highest year on file, going back to FY2010.
  • Largest increase +25.8% in FY2011; largest cut -14.2% in FY2019.
  • Ad spend is 1.1% of revenue, up from 1.0% in FY2021.
  • Snap-on spends more on advertising than 5% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 4.6%.

Ad spend by fiscal year

$0 $20M $40M $60M FY2010 (ended 2010-01-02): $36.8M FY2011 (ended 2011-12-31): $46.3M 2011 FY2012 (ended 2012-12-29): $50.1M FY2013 (ended 2013-12-28): $49.9M 2013 FY2015 (ended 2015-01-03): $51.4M FY2016 (ended 2016-12-31): $52.6M 2016 FY2017 (ended 2017-12-30): $55.7M FY2018 (ended 2018-12-29): $55.6M 2018 FY2019 (ended 2019-12-28): $47.7M FY2021 (ended 2021-01-02): $38M 2021 FY2022 (ended 2022-12-31): $39.3M FY2023 (ended 2023-12-30): $44.5M 2023 FY2024 (ended 2024-12-28): $47.5M FY2026 (ended 2026-01-03): $56.6M 2026 $56.6M

Ad spend as % of revenue

0.0% 0.5% 1.0% 1.5% 2.0% FY2010 (ended 2010-01-02): 1.5% FY2011 (ended 2011-12-31): 1.6% 2011 FY2012 (ended 2012-12-29): 1.6% FY2013 (ended 2013-12-28): 1.5% 2013 FY2015 (ended 2015-01-03): 1.5% FY2016 (ended 2016-12-31): 1.4% 2016 FY2017 (ended 2017-12-30): 1.4% FY2018 (ended 2018-12-29): 1.4% 2018 FY2019 (ended 2019-12-28): 1.2% FY2021 (ended 2021-01-02): 1.0% 2021 FY2022 (ended 2022-12-31): 0.8% FY2023 (ended 2023-12-30): 0.9% 2023 FY2024 (ended 2024-12-28): 0.9% FY2026 (ended 2026-01-03): 1.1% 2026 1.1%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 3, 2026 $56.6M n/a $5.2B 1.1% MarketingAndAdvertisingExpense 10-K Feb 12, 2026
FY2024 Dec 28, 2024 $47.5M +6.7% $5.1B 0.9% MarketingAndAdvertisingExpense 10-K Feb 12, 2026
FY2023 Dec 30, 2023 $44.5M +13.2% $5.1B 0.9% MarketingAndAdvertisingExpense 10-K Feb 12, 2026
FY2022 Dec 31, 2022 $39.3M +3.4% $4.8B 0.8% MarketingAndAdvertisingExpense 10-K Feb 13, 2025
FY2021 Jan 2, 2021 $38M n/a $3.9B 1.0% MarketingAndAdvertisingExpense 10-K Feb 9, 2023
FY2019 Dec 28, 2019 $47.7M -14.2% $4.1B 1.2% MarketingAndAdvertisingExpense 10-K Feb 11, 2022
FY2018 Dec 29, 2018 $55.6M -0.2% $4.1B 1.4% MarketingAndAdvertisingExpense 10-K Feb 11, 2021
FY2017 Dec 30, 2017 $55.7M +5.9% $4B 1.4% MarketingAndAdvertisingExpense 10-K Feb 13, 2020
FY2016 Dec 31, 2016 $52.6M +2.3% $3.7B 1.4% MarketingAndAdvertisingExpense 10-K Feb 14, 2019
FY2015 Jan 3, 2015 $51.4M n/a $3.5B 1.5% MarketingAndAdvertisingExpense 10-K Feb 9, 2017
FY2013 Dec 28, 2013 $49.9M -0.4% $3.2B 1.5% MarketingAndAdvertisingExpense 10-K Feb 11, 2016
FY2012 Dec 29, 2012 $50.1M +8.2% $3.1B 1.6% MarketingAndAdvertisingExpense 10-K Feb 12, 2015
FY2011 Dec 31, 2011 $46.3M +25.8% $3B 1.6% MarketingAndAdvertisingExpense 10-K Feb 14, 2014
FY2010 Jan 2, 2010 $36.8M n/a $2.4B 1.5% MarketingAndAdvertisingExpense 10-K Feb 16, 2012

What the figure is

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

Compared with similar spenders

The 6 companies closest to Snap-on in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
431 Hyatt Hotels $58M 0.8% -13.4% FY2025
432 Dave $57.4M 10.4% +27.8% FY2025
433 Torrid $57.4M 5.7% +5.8% FY2026
434 Zoom Communications $56.9M 1.2% +12.0% FY2026
435 Snap-on $56.6M 1.1% n/a FY2026
436 Extra Space Storage $56.2M 1.7% +11.2% FY2025
437 Purple Innovation $56.1M 12.0% -13.9% FY2025

Full ranking of 458 companies

Questions

How much does Snap-on spend on advertising?

Snap-on spent $56.6M on advertising in fiscal 2026, the year ended Jan 3, 2026, according to its 10-K filed Feb 12, 2026.

What percentage of revenue does Snap-on spend on advertising?

1.1% of revenue in fiscal 2026 ($56.6M of $5.2B). The median across the 458 companies tracked is 4.6%.

How does Snap-on rank by advertising spend?

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

What does Snap-on's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Feb 12, 2026
Accession number
0000091440-26-000045
Company
Snap-on Inc, CIK 91440, SIC 3420 (Cutlery, Handtools & General Hardware)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Snap-on advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/snap-on/advertising-spend/
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CSV, all years · CSV, all 458 companies