• Macy's: ad spend in the U.S. 2020

Macy's advertising spending in the United States in 2020 reached 907 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

Macy’s generated nearly 17.4 billion U.S. dollars in revenue in 2020, roughly 42 percent with feminine accessories, intimate apparel, shoes and cosmetics, 17 percent with feminine apparel and another 20 percent with men's and children's apparel. The remaining 22 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 2021, there were 298 Macy’s locations in this region, followed by 234 stores throughout the south of the country, with the total number of establishments adding up to over 990 that year. Between 2020 and 2021 Macy’s opened some 400 sites in the United States. In addition to new locations, the company also decided to introduce a Growth50 initiative in 2018 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 2020 (in billion U.S. dollars)

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Release date

July 2021

More information

Region

United States

Survey time period

2009 to 2020

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.