Earned & PaidHome Depot
Home Depot spent $1.30B on advertising and marketing in fiscal 2026, up 8.3% on the year before and +12% since 2019. That's 0.8% of revenue, less than in 2019: the business outgrew its marketing.
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
Say vs do
We found no statement about the size of Home Depot's marketing budget on its earnings calls or in its 10-Ks, so here is its record against its peers.
What they said
No statement about the size of its marketing budget.
What they did
| Year | Marketing spend | Change | Share of revenue |
|---|---|---|---|
| FY2026 | $1.30B | +8.3% | 0.8% |
| FY2025 | $1.20B | +9.1% | 0.8% |
| FY2024 | $1.10B | 0.0% | 0.7% |
| FY2023 | $1.10B | +10.0% | 0.7% |
| FY2022 | $1.00B | +10.0% | 0.7% |
| FY2021 | $909M | +0.6% | 0.7% |
Against its peers. Compared with the 7 other Retail advertisers we track (Walmart, Target, Lowe's, Best Buy, TJX Companies and 2 more): since 2019 its marketing spend went +12% (peer median +2%); its share of revenue moved -0.3 pts (median -0.1); last year +8.3% (median +1.8%).
How we check: a statement gets a verdict only when it's clearly about the size of the whole company's marketing budget over a full fiscal year; we compare it with the advertising and marketing expense in that year's 10-K. Statements about one quarter, one brand or channel, or the mix between brand and performance can't be checked against annual filings.
What they say about media
The marketing channels it talks about using for itself on earnings calls and in its 10-Ks and 10-Qs, since 2019; counts are statements, not spending.
- Creative campaigns “In the third quarter, we launched a marketing campaign that builds awareness of our faster delivery speeds.” Ted Decker on the earnings call · Nov 12, 2024 · source
- CRM, loyalty & first-party data “Customers expect more personalized messaging, so we are continuing to focus on connecting marketing activities with the online and in-store experiences to create seamless engagement across channels.” 10-K · Mar 15, 2023 · source
- Experiential & events “And there was some in-store activation in our event spaces.” Ted Decker on the earnings call · Aug 18, 2020 · source