Williams-Sonoma advertising spend, FY2026

Williams-Sonoma (WSM) reported $553M of advertising expense for the fiscal year ended Feb 1, 2026. That is 7.1% of revenue of $7.8B. Down 2.7% from FY2025.

Ad spend, FY2026
$553M
year ended Feb 1, 2026
Change vs prior year
-2.7%
vs FY2025
Share of revenue
7.1%
of $7.8B revenue
Rank by ad spend
#117
of 336 companies

Key facts

  • Ad spend is 1.7x its FY2016 level ($333M), faster than revenue (1.6x).
  • The highest year on file is FY2022 at $619M; FY2026 is 11% below it.
  • Largest increase +89.7% in FY2022; largest cut -16.0% in FY2021.
  • Ad spend is 7.1% of revenue, up from 4.8% in FY2021.
  • Williams-Sonoma spends more on advertising than 65% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.4x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M $800M FY2010 (ended 2010-01-31): $265M FY2011 (ended 2011-01-30): $294M 2011 FY2012 (ended 2012-01-29): $301M FY2013 (ended 2013-02-03): $318M FY2014 (ended 2014-02-02): $326M 2014 FY2015 (ended 2015-02-01): $330M FY2016 (ended 2016-01-31): $333M FY2017 (ended 2017-01-29): $382M 2017 FY2018 (ended 2018-01-28): $382M FY2019 (ended 2019-02-03): $390M FY2020 (ended 2020-02-02): $388M 2020 FY2021 (ended 2021-01-31): $326M FY2022 (ended 2022-01-30): $619M FY2023 (ended 2023-01-29): $581M 2023 FY2024 (ended 2024-01-28): $502M FY2025 (ended 2025-02-02): $568M FY2026 (ended 2026-02-01): $553M 2026 $553M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2010 (ended 2010-01-31): 8.5% FY2011 (ended 2011-01-30): 8.4% 2011 FY2012 (ended 2012-01-29): 8.1% FY2013 (ended 2013-02-03): 7.9% FY2014 (ended 2014-02-02): 7.4% 2014 FY2015 (ended 2015-02-01): 7.0% FY2016 (ended 2016-01-31): 6.7% FY2017 (ended 2017-01-29): 7.5% 2017 FY2018 (ended 2018-01-28): 7.2% FY2019 (ended 2019-02-03): 6.9% FY2020 (ended 2020-02-02): 6.6% 2020 FY2021 (ended 2021-01-31): 4.8% FY2022 (ended 2022-01-30): 7.5% FY2023 (ended 2023-01-29): 6.7% 2023 FY2024 (ended 2024-01-28): 6.5% FY2025 (ended 2025-02-02): 7.4% FY2026 (ended 2026-02-01): 7.1% 2026 7.1%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Feb 1, 2026 $553M -2.7% $7.8B 7.1% AdvertisingExpense 10-K Mar 26, 2026
FY2025 Feb 2, 2025 $568M +13.0% $7.7B 7.4% AdvertisingExpense 10-K Mar 26, 2026
FY2024 Jan 28, 2024 $502M -13.6% $7.8B 6.5% AdvertisingExpense 10-K Mar 26, 2026
FY2023 Jan 29, 2023 $581M -6.0% $8.7B 6.7% AdvertisingExpense 10-K Mar 27, 2025
FY2022 Jan 30, 2022 $619M +89.7% $8.2B 7.5% AdvertisingExpense 10-K Mar 20, 2024
FY2021 Jan 31, 2021 $326M -16.0% $6.8B 4.8% AdvertisingExpense 10-K Mar 24, 2023
FY2020 Feb 2, 2020 $388M -0.5% $5.9B 6.6% AdvertisingExpense 10-K Mar 28, 2022
FY2019 Feb 3, 2019 $390M +2.1% $5.7B 6.9% AdvertisingExpense 10-K Mar 30, 2021
FY2018 Jan 28, 2018 $382M 0.0% $5.3B 7.2% AdvertisingExpense 10-K Mar 27, 2020
FY2017 Jan 29, 2017 $382M +14.7% $5.1B 7.5% AdvertisingExpense 10-K Apr 4, 2019
FY2016 Jan 31, 2016 $333M +1.0% $5B 6.7% AdvertisingExpense 10-K Mar 29, 2018
FY2015 Feb 1, 2015 $330M +1.3% $4.7B 7.0% AdvertisingExpense 10-K Mar 30, 2017
FY2014 Feb 2, 2014 $326M +2.3% $4.4B 7.4% AdvertisingExpense 10-K Mar 31, 2016
FY2013 Feb 3, 2013 $318M +5.6% $4B 7.9% AdvertisingExpense 10-K Apr 2, 2015
FY2012 Jan 29, 2012 $301M +2.6% $3.7B 8.1% AdvertisingExpense 10-K Apr 3, 2014
FY2011 Jan 30, 2011 $294M +10.8% $3.5B 8.4% AdvertisingExpense 10-K Apr 4, 2013
FY2010 Jan 31, 2010 $265M n/a $3.1B 8.5% AdvertisingExpense 10-K Mar 29, 2012

What the figure is

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

Compared with similar spenders

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

Rank Company Ad spend Ad / revenue YoY Fiscal year
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
121 Albertsons Companies $525M 0.6% -1.0% FY2026

Full ranking of 336 companies · Biggest cuts #70

Questions

How much does Williams-Sonoma spend on advertising?

Williams-Sonoma spent $553M on advertising in fiscal 2026, the year ended Feb 1, 2026, according to its 10-K filed Mar 26, 2026.

What percentage of revenue does Williams-Sonoma spend on advertising?

7.1% of revenue in fiscal 2026 ($553M of $7.8B). The median across the 336 companies tracked is 5.2%.

Is Williams-Sonoma spending more on advertising?

No. Ad spend fell 2.7% in fiscal 2026 from fiscal 2025.

How does Williams-Sonoma rank by advertising spend?

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

What does Williams-Sonoma's advertising figure include?

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

Source

Filing
10-K for FY2026, filed Mar 26, 2026
Accession number
0000719955-26-000059
Company
WILLIAMS SONOMA INC, CIK 719955, SIC 5700 (Retail-Home Furniture, Furnishings & Equipment Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Williams-Sonoma advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/williams-sonoma/advertising-spend/
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CSV, all years · CSV, all 336 companies