Starbucks advertising spend, FY2025

Starbucks (SBUX) reported $870M of advertising expense for the fiscal year ended Sep 28, 2025. That is 2.3% of revenue of $37.2B. Up 45.6% from FY2024.

Ad spend, FY2025
$870M
year ended Sep 28, 2025
Change vs prior year
+45.6%
vs FY2024
Share of revenue
2.3%
of $37.2B revenue
Rank by ad spend
#78
of 336 companies

Key facts

  • Ad spend is 3.8x its FY2015 level ($228M), faster than revenue (1.9x).
  • FY2025 is the highest year on file, going back to FY2008.
  • Largest increase +45.6% in FY2025; largest cut -19.8% in FY2011.
  • Ad spend has risen 6 years in a row.
  • Ad spend is 2.3% of revenue, up from 1.1% in FY2020.
  • Starbucks spends more on advertising than 77% 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 $250M $500M $750M $1B FY2008 (ended 2008-09-28): $129M FY2009 (ended 2009-09-27): $126M FY2010 (ended 2010-10-03): $176M 2010 FY2011 (ended 2011-10-02): $141M FY2012 (ended 2012-09-30): $182M FY2013 (ended 2013-09-29): $206M 2013 FY2014 (ended 2014-09-28): $199M FY2015 (ended 2015-09-27): $228M FY2016 (ended 2016-10-02): $249M 2016 FY2017 (ended 2017-10-01): $283M FY2018 (ended 2018-09-30): $260M FY2019 (ended 2019-09-29): $246M 2019 FY2020 (ended 2020-09-27): $259M FY2021 (ended 2021-10-03): $305M FY2022 (ended 2022-10-02): $417M 2022 FY2023 (ended 2023-10-01): $508M FY2024 (ended 2024-09-29): $597M FY2025 (ended 2025-09-28): $870M 2025 $870M

Ad spend as % of revenue

0% 1% 2% 3% FY2008 (ended 2008-09-28): 1.2% FY2009 (ended 2009-09-27): 1.3% FY2010 (ended 2010-10-03): 1.6% 2010 FY2011 (ended 2011-10-02): 1.2% FY2012 (ended 2012-09-30): 1.4% FY2013 (ended 2013-09-29): 1.4% 2013 FY2014 (ended 2014-09-28): 1.2% FY2015 (ended 2015-09-27): 1.2% FY2016 (ended 2016-10-02): 1.2% 2016 FY2017 (ended 2017-10-01): 1.3% FY2018 (ended 2018-09-30): 1.1% FY2019 (ended 2019-09-29): 0.9% 2019 FY2020 (ended 2020-09-27): 1.1% FY2021 (ended 2021-10-03): 1.0% FY2022 (ended 2022-10-02): 1.3% 2022 FY2023 (ended 2023-10-01): 1.4% FY2024 (ended 2024-09-29): 1.7% FY2025 (ended 2025-09-28): 2.3% 2025 2.3%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Sep 28, 2025 $870M +45.6% $37.2B 2.3% AdvertisingExpense 10-K Nov 14, 2025
FY2024 Sep 29, 2024 $597M +17.6% $36.2B 1.7% AdvertisingExpense 10-K Nov 14, 2025
FY2023 Oct 1, 2023 $508M +21.9% $36B 1.4% AdvertisingExpense 10-K Nov 14, 2025
FY2022 Oct 2, 2022 $417M +36.6% $32.3B 1.3% AdvertisingExpense 10-K Nov 20, 2024
FY2021 Oct 3, 2021 $305M +17.9% $29.1B 1.0% AdvertisingExpense 10-K Nov 17, 2023
FY2020 Sep 27, 2020 $259M +5.3% $23.5B 1.1% AdvertisingExpense 10-K Nov 18, 2022
FY2019 Sep 29, 2019 $246M -5.6% $26.5B 0.9% AdvertisingExpense 10-K Nov 19, 2021
FY2018 Sep 30, 2018 $260M -7.9% $24.7B 1.1% AdvertisingExpense 10-K Nov 12, 2020
FY2017 Oct 1, 2017 $283M +13.7% $22.4B 1.3% AdvertisingExpense 10-K Nov 15, 2019
FY2016 Oct 2, 2016 $249M +9.1% $21.3B 1.2% AdvertisingExpense 10-K Nov 16, 2018
FY2015 Sep 27, 2015 $228M +14.6% $19.2B 1.2% AdvertisingExpense 10-K Nov 17, 2017
FY2014 Sep 28, 2014 $199M -3.4% $16.4B 1.2% AdvertisingExpense 10-K Nov 18, 2016
FY2013 Sep 29, 2013 $206M +12.8% $14.9B 1.4% AdvertisingExpense 10-K Nov 12, 2015
FY2012 Sep 30, 2012 $182M +29.0% $13.3B 1.4% AdvertisingExpense 10-K Nov 14, 2014
FY2011 Oct 2, 2011 $141M -19.8% $11.7B 1.2% AdvertisingExpense 10-K Nov 18, 2013
FY2010 Oct 3, 2010 $176M +39.5% $10.7B 1.6% AdvertisingExpense 10-K Nov 16, 2012
FY2009 Sep 27, 2009 $126M -2.1% $9.8B 1.3% AdvertisingExpense 10-K Nov 18, 2011
FY2008 Sep 28, 2008 $129M n/a $10.4B 1.2% AdvertisingExpense 10-K Nov 22, 2010

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
76 StubHub $892M 51.1% +13.4% FY2025
77 General Mills $874M 4.7% +3.1% FY2026
78 Starbucks $870M 2.3% +45.6% FY2025
79 Constellation Brands $867M 8.9% -6.9% FY2026
80 PayPal $867M 2.6% +51.0% FY2025
81 Best Buy $861M 2.1% +1.8% FY2026
82 VF Corp $849M 8.8% +3.7% FY2026

Full ranking of 336 companies · Biggest increases #27 · Up 5+ years in a row #31

Questions

How much does Starbucks spend on advertising?

Starbucks spent $870M on advertising in fiscal 2025, the year ended Sep 28, 2025, according to its 10-K filed Nov 14, 2025.

What percentage of revenue does Starbucks spend on advertising?

2.3% of revenue in fiscal 2025 ($870M of $37.2B). The median across the 336 companies tracked is 5.2%.

Is Starbucks spending more on advertising?

Yes. Ad spend rose 45.6% in fiscal 2025 from fiscal 2024. It has risen 6 years in a row.

How does Starbucks rank by advertising spend?

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

What does Starbucks's advertising figure include?

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

Source

Filing
10-K for FY2025, filed Nov 14, 2025
Accession number
0000829224-25-000114
Company
STARBUCKS CORP, CIK 829224, SIC 5810 (Retail-Eating & Drinking Places)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Starbucks advertising spend, FY2008-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Nov 14, 2025), retrieved Nov 4, 2026. https://io.trudov.com/company/starbucks/advertising-spend/
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CSV, all years · CSV, all 336 companies