Macy's

Marketing spend by year

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

What they told investors

“So I believe the focus continues to be making sure we have relevant assortments, making sure we are rooting out the redundancy within our assortments, improving the variety, and making sure that top of funnel, we are spending enough time from, social to CRM to, audio and video…”Antony Spring · 2026 Q2 · transcript

“But the other areas are brand marketing, particularly for Macy's, for top of the funnel to build out our brand.”management · 2026 Q2 · transcript

“That we are working with our colleagues to help them to become better sellers We are spending more time on our PDPs and on the quality of our top of funnel marketing, making sure that we are underscoring and accentuating the benefits of buying better things.”Antony Spring · 2026 Q2 · transcript

“So while there will be some benefit to the short term, most of it, when you talk about top of funnel brand building, when you talk about piloting reimagine, store initiatives, when you talk about defraying fuel costs in the fourth quarter, those things do not have a short term,…”Antony Spring · 2026 Q2 · transcript

“We need to have a better balance of the top of funnel and bottom of funnel and make sure that there is a communication about the why in addition to the what.”management · 2026 Q1 · transcript

“I think what we're working on is the right balance between top of funnel and bottom of funnel, or what we're doing to kind of tell the story about the brands we sell and the fashion that we sell and the brand Macy's, Bloomingdale's and Bluemercury, and how we convert in-store…”Antony Spring · 2026 Q1 · transcript

Peers