Target advertising spend, FY2026

Target (TGT) reported $1.5B of advertising expense for the fiscal year ended Jan 31, 2026. That is 1.4% of revenue of $105B. Up 0.0% from FY2025.

Ad spend, FY2026
$1.5B
year ended Jan 31, 2026
Change vs prior year
0.0%
vs FY2025
Share of revenue
1.4%
of $105B revenue
Rank by ad spend
#45
of 336 companies

Key facts

  • Ad spend is 1.0x its FY2016 level ($1.4B), slower than revenue (1.4x).
  • The highest year on file is FY2015 at $1.6B; FY2026 is 6% below it.
  • Largest increase +11.4% in FY2014; largest cut -10.4% in FY2016.
  • Ad spend is 1.4% of revenue, down from 1.6% in FY2021.
  • Target spends more on advertising than 87% 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 $2B FY2009 (ended 2009-01-31): $1.2B FY2010 (ended 2010-01-30): $1.2B FY2011 (ended 2011-01-29): $1.3B 2011 FY2012 (ended 2012-01-28): $1.4B FY2013 (ended 2013-02-02): $1.4B FY2014 (ended 2014-02-01): $1.5B 2014 FY2015 (ended 2015-01-31): $1.6B FY2016 (ended 2016-01-30): $1.4B FY2017 (ended 2017-01-28): $1.5B 2017 FY2018 (ended 2018-02-03): $1.5B FY2019 (ended 2019-02-02): $1.5B FY2020 (ended 2020-02-01): $1.6B 2020 FY2021 (ended 2021-01-30): $1.5B FY2022 (ended 2022-01-29): $1.5B FY2023 (ended 2023-01-28): $1.5B 2023 FY2024 (ended 2024-02-03): $1.4B FY2025 (ended 2025-02-01): $1.5B FY2026 (ended 2026-01-31): $1.5B 2026 $1.5B

Ad spend as % of revenue

0% 1% 2% 3% FY2009 (ended 2009-01-31): 1.9% FY2010 (ended 2010-01-30): 1.8% FY2011 (ended 2011-01-29): 1.9% 2011 FY2012 (ended 2012-01-28): 1.9% FY2013 (ended 2013-02-02): 1.9% FY2014 (ended 2014-02-01): 2.2% 2014 FY2015 (ended 2015-01-31): 2.2% FY2016 (ended 2016-01-30): 1.9% FY2017 (ended 2017-01-28): 2.1% 2017 FY2018 (ended 2018-02-03): 2.0% FY2019 (ended 2019-02-02): 2.0% FY2020 (ended 2020-02-01): 2.0% 2020 FY2021 (ended 2021-01-30): 1.6% FY2022 (ended 2022-01-29): 1.4% FY2023 (ended 2023-01-28): 1.4% 2023 FY2024 (ended 2024-02-03): 1.3% FY2025 (ended 2025-02-01): 1.4% FY2026 (ended 2026-01-31): 1.4% 2026 1.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $1.5B 0.0% $105B 1.4% AdvertisingExpense 10-K Mar 11, 2026
FY2025 Feb 1, 2025 $1.5B +7.1% $107B 1.4% AdvertisingExpense 10-K Mar 11, 2026
FY2024 Feb 3, 2024 $1.4B -6.7% $107B 1.3% AdvertisingExpense 10-K Mar 11, 2026
FY2023 Jan 28, 2023 $1.5B 0.0% $109B 1.4% AdvertisingExpense 10-K Mar 12, 2025
FY2022 Jan 29, 2022 $1.5B 0.0% $106B 1.4% AdvertisingExpense 10-K Mar 13, 2024
FY2021 Jan 30, 2021 $1.5B -6.3% $93.6B 1.6% AdvertisingExpense 10-K Mar 8, 2023
FY2020 Feb 1, 2020 $1.6B +6.7% $78.1B 2.0% AdvertisingExpense 10-K Mar 9, 2022
FY2019 Feb 2, 2019 $1.5B +3.0% $75.4B 2.0% AdvertisingExpense 10-K Mar 10, 2021
FY2018 Feb 3, 2018 $1.5B -0.5% $72.7B 2.0% AdvertisingExpense 10-K Mar 11, 2020
FY2017 Jan 28, 2017 $1.5B +2.2% $70.3B 2.1% AdvertisingExpense 10-K Mar 13, 2019
FY2016 Jan 30, 2016 $1.4B -10.4% $73.8B 1.9% AdvertisingExpense 10-K Mar 14, 2018
FY2015 Jan 31, 2015 $1.6B +3.4% $72.6B 2.2% AdvertisingExpense 10-K Mar 8, 2017
FY2014 Feb 1, 2014 $1.5B +11.4% $71.3B 2.2% AdvertisingExpense 10-K Mar 11, 2016
FY2013 Feb 2, 2013 $1.4B +2.1% $73.3B 1.9% AdvertisingExpense 10-K Mar 13, 2015
FY2012 Jan 28, 2012 $1.4B +5.3% $69.9B 1.9% AdvertisingExpense 10-K Mar 14, 2014
FY2011 Jan 29, 2011 $1.3B +10.7% $67.4B 1.9% AdvertisingExpense 10-K Mar 20, 2013
FY2010 Jan 30, 2010 $1.2B -5.4% $65.4B 1.8% AdvertisingExpense 10-K Mar 15, 2012
FY2009 Jan 31, 2009 $1.2B n/a $64.9B 1.9% AdvertisingExpense 10-K Mar 11, 2011

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
41 Coty $1.6B 27.7% +2.1% FY2026
42 DoorDash $1.6B 11.7% +23.1% FY2025
43 Johnson & Johnson $1.6B 1.7% +166.7% FY2025
44 NetEase $1.6B 9.9% +6.7% FY2025
45 Target $1.5B 1.4% 0.0% FY2026
46 Wayfair $1.4B 11.4% -3.2% FY2025
47 eBay $1.4B 12.6% 0.0% FY2025

Full ranking of 336 companies · Lowest ad-to-revenue #47

Questions

How much does Target spend on advertising?

Target spent $1.5B on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 11, 2026.

What percentage of revenue does Target spend on advertising?

1.4% of revenue in fiscal 2026 ($1.5B of $105B). The median across the 336 companies tracked is 5.2%.

Is Target spending more on advertising?

Yes. Ad spend rose 0.0% in fiscal 2026 from fiscal 2025.

How does Target rank by advertising spend?

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

What does Target's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Mar 11, 2026
Accession number
0000027419-26-000016
Company
TARGET CORP, CIK 27419, SIC 5331 (Retail-Variety Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Target advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 11, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/target/advertising-spend/
Download
CSV, all years · CSV, all 336 companies