As Store Footprint Grows, Five Below Will Likely Launch National Advertising in 2021

Election timing is key for the retailer, which also plans on creating a customer loyalty program this year

ORLANDO, Fla.—Retail chain Five Below is likely to begin a national advertising campaign sometime in 2021.

At the ICR Conference 2020, Five Below CEO Joel Anderson said the retailer would begin national advertising within two years, but not until after the U.S. national election taking place this fall. Part of the reason for the timing is how costly advertising can be during a presidential election season, elaborated Christiane Pelz, the company’s vp of investor relations.

To date, the off-price retailer has budgeted out advertising on a regional basis, avoiding more expensive markets such as Los Angeles, Pelz said.

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