CONDENSED CONSOLIDATED STATEMENTS OF INCOME AND COMPREHENSIVE INCOME (Unaudited) (USD $) In Thousands, except Per Share data, unless otherwise specified	3 Months Ended		6 Months Ended
	Sep. 30, 2012	Sep. 30, 2011	Sep. 30, 2012	Sep. 30, 2011
Income Statement [Abstract]
Sales	$ 58,145	$ 58,225	$ 127,100	$ 131,803
Cost of sales	38,775	38,291	85,426	87,759
Gross profit	19,370	19,934	41,674	44,044
Operating expenses:
General and administrative	5,371	5,604	11,293	11,708
Advertising	7,424	7,904	17,274	18,004
Depreciation	249	346	577	687
Total operating expenses	13,044	13,854	29,144	30,399
Income from operations	6,326	6,080	12,530	13,645
Other income:
Interest income, net	64	72	123	158
Other, net		64		63
Total other income	64	136	123	221
Income before provision for income taxes	6,390	6,216	12,653	13,866
Provision for income taxes	2,356	2,286	4,667	5,099
Net income	4,034	3,930	7,986	8,767
Net income per common share:
Basic (in dollars per share)	$ 0.20	$ 0.19	$ 0.40	$ 0.41
Diluted (in dollars per share)	$ 0.20	$ 0.19	$ 0.40	$ 0.41
Weighted average number of common shares outstanding:
Basic (in shares)	19,962	20,642	20,040	21,142
Diluted (in shares)	20,062	20,710	20,154	21,238
Comprehensive income	$ 4,050	$ 3,979	$ 8,011	$ 8,909
Cash dividends declared per common share (in dollars per share)	$ 0.150	$ 0.125	$ 0.300	$ 0.250