Macy's: ad spend in the U.S. 2021

Macy's ad spending in the United States reached roughly 1.3 billion U.S. dollars in 2021. The department store increased the amount invested in advertising after reducing it to some 900 million U.S. dollars in 2020. That was the first time Macy's spent less than one billion to promote its brand since 2009. Based on retails sales, Macy's ranked as the largest department store company in the world in 2021.

Macy‘s business and growth strategy

Macy’s generated nearly 24.5 billion U.S. dollars in revenue in 2021. Headquartered in Cincinnati, United States, the enterprise operates within various consumer goods industries, operating the department stores Macy's and Bloomingdale's. As of 2021, women's accessories and cosmetics accounted for the largest share of the company's sales, over 40 percent.

Sales and awareness in the U.S.

Macy's sales in the United States amounted to over 17 billion U.S. dollars in 2021. The value placed the company as the leading department store in the country that year. According to a survey conducted by Statista in June 2022, Macy's had a brand awareness of 90 percent in the U.S. and about one-third of American fashion online shop users had heard about the store in the media, on social media, or in advertising over the past three months.

Macy's advertising spending in the United States from 2009 to 2021 (in billion U.S. dollars)

Characteristic	Spending in billion U.S. dollars
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Release date

July 2022

More information

Region

United States

Survey time period

2009 to 2021

Supplementary notes

The figures include measured-media advertising spending and unmeasured spending. Measured media is 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 estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media.

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