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Blog: If you've got the time, BLS has a tome for you

Marketing costs are an overhead expense that can differ between brick-and-mortar stores and online retailers because of different advertising needs. With more visibility to customers, retailers with storefronts in well-frequented shopping areas are typically less affected than e-commerce retailers by changes in marketing costs. By contrast, online retailers may be more dependent on advertising to direct customers to their "electronic storefront." In 2012, on average, electronic and mail-order shopping retailers spent 3 times that of store retailers on advertising and promotions per dollar of sales.8

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