Macy’s, which also appears on the list of most valuable retail brands worldwide, had the second highest department store sales worldwide earning 25.8 billion U.S. dollars, in 2016. While Macy's is an industry leader in the U.S. department store sector, alongside competitors Sears and J.C. Penney, they are behind retail giants such as Wal-Mart and Target in the overall U.S. retail market.
To consolidate their position in the market, retailers spend significant sums of money on advertising. Target Corporation was the fourth-highest spender on advertising amongst retailers in the United States in 2016. Sears, who also appeared on this list, was founded in 1893 as a mail order catalog and expanded into brick-and-mortar establishments in 1925. Eventually, they became the largest general merchandise retailer in the United States, before being surpassed by Wal-Mart in 1990.