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CONDENSED CONSOLIDATED STATEMENTS OF INCOME AND COMPREHENSIVE INCOME (Unaudited) (USD $)
In Thousands, except Per Share data, unless otherwise specified
 3 Months Ended 9 Months Ended
Dec. 31, 2012
Dec. 31, 2011
Dec. 31, 2012
Dec. 31, 2011
Income Statement [Abstract]        
Sales $ 49,609 $ 50,523 $ 176,709 $ 182,326
Cost of sales 32,397 33,369 117,823 121,128
Gross profit 17,212 17,154 58,886 61,198
Operating expenses:        
General and administrative 5,147 5,244 16,440 16,952
Advertising 4,602 5,449 21,876 23,453
Depreciation 254 359 831 1,046
Total operating expenses 10,003 11,052 39,147 41,451
Income from operations 7,209 6,102 19,739 19,747
Other income:        
Interest income, net 141 70 264 228
Other, net (3) (1) (3) 62
Total other income 138 69 261 290
Income before provision for income taxes 7,347 6,171 20,000 20,037
Provision for income taxes 2,770 2,273 7,437 7,372
Net income 4,577 3,898 12,563 12,665
Net income per common share:        
Basic (in dollars per share) $ 0.23 $ 0.19 $ 0.63 $ 0.61
Diluted (in dollars per share) $ 0.23 $ 0.19 $ 0.63 $ 0.61
Weighted average number of common shares outstanding:        
Basic (in shares) 19,808 20,082 19,963 20,788
Diluted (in shares) 19,923 20,180 20,077 20,886
Comprehensive income $ 4,494 $ 3,907 $ 12,505 $ 12,816
Cash dividends declared per common share (in dollars per share) $ 1.150 $ 0.125 $ 1.450 $ 0.375