Macy's: ad spend in the U.S. 2009-2018

Macy's advertising spending in the United States in 2018 reached 1.36 billion U.S. dollars. The department store has seen a decline in promotional investment since the record-high 1.62-billion-dollar ad spend reported in 2013.

Macy‘s business and growth strategy

In 2018. Macy’s generated nearly 25 billion U.S. dollars in revenue in 2018, roughly 38 percent with feminine accessories, intimate apparel, shoes and cosmetics, 23 percent with feminine apparel and another 23 percent with men's and children's apparel. The remaining 16 percent was generated in the 'home/miscellaneous' segment.
Most recently Macy’s operated the largest number of stores in northeast of the United States. In 2018, there were 258 Macy’s locations in this region, followed by 195 stores throughout the south of the country, with the total number of establishments adding up to over 860 that year. Between 2017 and 2018 Macy’s opened some 200 sites in the United States. In addition to new locations, the company also decided to introduce a Growth50 initiative in a sample of 50 stores, where the goal is to improve customer experience, increase revenue, invest in personnel and talent and launch local marketing and community outreach campaigns. With offerings of nourishment options, renovated interiors, tailored product and services assortment and digital shopping possibilities, Macy’s is aiming at improved customer experience and perception and therefore increased sales.

Macy's advertising spending in the United States from 2009 to 2018

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Release date

June 2019


United States

Survey time period

2009 to 2018

Supplementary notes

The figures includes measured-media advertising spending (source: Kantar Media) and unmeasured spending (estimated by Advertising Age). Measured media from WPP's Kantar Media based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are Ad Age DataCenter estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media. For more information, see the methodology.

Figures have been rounded.

Figures for the period 2009 to 2013 come from Advertising Age's earlier publications.

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