SpendscapeCompanies · Retail
Kohl's
AdvertiserKSS
Kohl's spent $725M on advertising and marketing in fiscal 2026, down 7.9% on the year before and -27% since 2019. That's 4.7% of revenue, less than in 2019: the business outgrew its marketing.
$725Mmarketing spend, FY2026
-7.9%vs the year before
4.7%of revenue (-0.2 pts vs 2019)
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What they told investors
“That team has done an amazing job of finding productivity and making our working media work harder for us.”management · 2025 Q4 · transcript
What the 10-K says about marketing
- investing in brand “We believe that differentiating Kohl's in the marketplace is critical to our success. We design our marketing and loyalty programs to increase brand awareness, build personalized connections with new and existing customers, and drive traffic and conversion. We believe these…” 10-K, Mar 19, 2026