CONSOLIDATED STATEMENTS OF COMPREHENSIVE INCOME (USD $) In Thousands, except Per Share data, unless otherwise specified	12 Months Ended
	Mar. 31, 2014	Mar. 31, 2013	Mar. 31, 2012
Income Statement [Abstract]
Sales	$ 233,391	$ 227,829	$ 238,250
Cost of sales	155,774	150,708	158,085
Gross profit	77,617	77,121	80,165
Operating expenses:
General and administrative	21,352	21,592	22,363
Advertising	27,180	27,433	30,369
Depreciation	867	1,091	1,411
Total operating expenses	49,399	50,116	54,143
Income from operations	28,218	27,005	26,022
Other income (expense):
Interest income, net	185	306	288
Other, net	(4)	(5)	61
Total other income	181	301	349
Income before provision for income taxes	28,399	27,306	26,371
Provision for income taxes	10,427	10,141	9,712
Net income	17,972	17,165	16,659
Net change in unrealized gain (loss) on short and long term investments	(35)	(46)	185
Comprehensive income	$ 17,937	$ 17,119	$ 16,844
Net income per common share:
Basic (in dollars per share)	$ 0.90	$ 0.86	$ 0.81
Diluted (in dollars per share)	$ 0.90	$ 0.86	$ 0.80
Weighted average number of common shares outstanding:
Basic (in shares)	19,901	19,926	20,613
Diluted (in shares)	20,043	20,049	20,708
Cash dividends declared per common share	$ 0.66	$ 1.60	$ 0.53