Earned & PaidTJX Companies
TJX Companies spent $680M on advertising and marketing in fiscal 2026, up 10.2% on the year before and +52% since 2019. That's 1.1% 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.
What they told investors
“We are able to analyze and spend more wisely on the advertising vehicles and the campaigns that we utilize so we are more efficient in our marketing”management · 2027 Q1 · transcript
“We measure each 1 of these and we can determine whether or not we are going to spend the working media similarly to what we have been doing or we are going to improve on it”Ernie L. Herrman · 2027 Q1 · transcript
“We are, on all the fronts, we are using marketing mix modeling methodology there to look at where are we driving top line with our marketing approach.”Ernie Herrman · 2026 Q4 · transcript
What the 10-K says about marketing
- measurement “Our competitors’ marketing programs may also resonate with consumers more than ours do. Changes to online search, email delivery, and digital/social media (including algorithmic changes) can increase customer acquisition costs, reduce the effectiveness of digital marketing…” 10-K, Mar 31, 2026
Say vs do
We found no statement about the size of TJX Companies'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 | $680M | +10.2% | 1.1% |
| FY2025 | $617M | +7.7% | 1.1% |
| FY2024 | $573M | +13.0% | 1.1% |
| FY2023 | $507M | +0.2% | 1.0% |
| FY2022 | $506M | +68.7% | 1.0% |
| FY2021 | $300M | -33.6% | 0.9% |
Against its peers. Compared with the 7 other Retail advertisers we track (Walmart, Target, Home Depot, Lowe's, Best Buy and 2 more): since 2019 its marketing spend went +52% (peer median +2%); its share of revenue moved -0.0 pts (median -0.2); last year +10.2% (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 “We will continue to follow consumer viewing habits, by employing a variety of channels with a strong emphasis on digital and social media.” Ernie L. Herrman on the earnings call · Aug 26, 2026 · source
- Paid social “In the first half of the year, we had 1.1 billion paid video views across Facebook, Instagram, TikTok, Pinterest, YouTube, which shows you that would not have looked that way on the last couple of years, shows you how aggressive by the way, we had over 300 million in HomeGoods.” Ernie L. Herrman on the earnings call · Aug 26, 2026 · source
- Organic social & content “And the neat thing about it is, we see t the TJX brand c video completion rates on TikTok and YouTube that are significantly above the industry benchmarks which that is really demonstrating that our content is really highly engaging to the customer.” Ernie L. Herrman on the earnings call · Aug 26, 2026 · source
- Measurement “We have become a lot more with our marketing mix modeling.” Ernie L. Herrman on the earnings call · May 20, 2026 · source
- Sponsorships & athletes “We have been doing things like we have had Max linked up with the Olympics, had great promotional spots with the Olympics.” Ernie Herrman on the earnings call · Feb 25, 2026 · source