US Retail Apparel & Accessories – PPC Market Share Analysis December 2024

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Apparel & Accessories category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Apparel & Accessories brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
llbean.com	1.62
shein.com	1.79
macys.com	1.87
jcpenney.com	1.98
kohls.com	2.01
nike.com	2.22
amazon.com	2.88
fashionnova.com	3.2
lululemon.com	4.17
gap.com	4.58
others	73.68

Gap.com is the market leader for Share of Clicks with 4.6%. Lululemon.com takes 2nd place with 4.2%, and Fashionnova.com secures 3rd place with 3.2%. The rest of the advertisers in this category collectively account for 73.7%.

Market Exposure

Share of Spend for the top 10 US Apparel & Accessories brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last month
Date	lululemon.com	shein.com	amazon.com	gap.com	jcpenney.com	fashionnova.com	nike.com	macys.com	llbean.com	kohls.com
2024/12/01	3.5%	3.69%	1.79%	2.1%	2.17%	1.5%	2.76%	3.09%	1.15%	2.01%
2024/12/02	2.63%	4.39%	2.73%	2.69%	2.09%	1.23%	2.37%	2.79%	1.4%	1.69%
2024/12/03	2.98%	0.94%	2.31%	2.54%	2.39%	1.36%	2.92%	3.74%	1.4%	1.6%
2024/12/04	3.61%	1.46%	2.58%	1.95%	2.14%	1.43%	2.49%	2.44%	0.95%	1.62%
2024/12/05	3.36%	4.25%	2.55%	1.83%	1.84%	1.09%	2.04%	2.24%	1.43%	1.35%
2024/12/06	3.47%	4.3%	2.14%	1.61%	1.78%	1.03%	1.63%	1.69%	1.41%	1.14%
2024/12/07	3.68%	5.68%	2.12%	1.31%	2%	1.12%	1.51%	1.8%	1.23%	1.78%
2024/12/08	4.07%	2.4%	2.25%	1.73%	2.34%	1.18%	1.67%	2.1%	1.19%	1.55%
2024/12/09	4.4%	3.8%	2.71%	1.27%	1.62%	0.97%	1.45%	1.53%	1.27%	1.16%
2024/12/10	4.54%	3.16%	2.38%	1.54%	1.53%	1.22%	1.3%	1.58%	1.36%	1.22%
2024/12/11	4.88%	5.03%	2.58%	1.91%	2.25%	0.78%	1.33%	2.06%	1.46%	0.94%
2024/12/12	4.32%	1.96%	2.79%	2.09%	1.96%	1.12%	1.81%	2.72%	1.43%	0.98%
2024/12/13	4.8%	4.02%	2.19%	2.13%	2.23%	1.29%	1.65%	2.37%	1.76%	1.31%
2024/12/14	4.32%	3.98%	2.03%	2.77%	1.84%	1.25%	1.75%	2.7%	1.92%	1.05%
2024/12/15	4.33%	1.7%	2.16%	2.8%	1.75%	1.36%	1.65%	2.68%	2.23%	1.4%
2024/12/16	4.55%	4.13%	2.12%	2.33%	1.46%	1.37%	1.42%	2.51%	2.04%	1.28%
2024/12/17	4.51%	3.55%	2.05%	1.64%	2.15%	1.44%	1.28%	2.58%	1.95%	1.1%
2024/12/18	4.55%	1.99%	2.34%	1.76%	1.75%	1.36%	1.38%	2.56%	1.87%	1.59%
2024/12/19	4.22%	2.38%	2.81%	1.47%	1.12%	1.31%	1.61%	2.25%	1.76%	1.38%
2024/12/20	4.44%	1.65%	2.6%	2.19%	1.33%	1.46%	1.29%	2.46%	1.64%	1.47%
2024/12/21	4.67%	4.05%	2.54%	1.66%	1.7%	1.59%	1.11%	2.46%	1.54%	1.13%
2024/12/22	5.02%	2.46%	3.09%	1.43%	1.29%	1.34%	0.84%	3.09%	0.97%	1.31%
2024/12/23	4.88%	1.96%	3.05%	1.66%	1.31%	1.77%	0.98%	2.73%	1.27%	1.06%
2024/12/24	5.37%	3.42%	2.7%	1.9%	0.79%	2.09%	0.98%	2.25%	1.1%	0.93%
2024/12/25	5.1%	4.99%	2.85%	2.31%	1.44%	1.7%	0.96%	1.77%	0.81%	1.04%
2024/12/26	5.76%	4%	3.34%	2.14%	1.47%	1.7%	1.27%	1.35%	0.83%	0.64%
2024/12/27	5.79%	1.84%	5.38%	2.36%	1.49%	1.24%	1.24%	1.49%	1.06%	0.68%
2024/12/28	5.68%	1.3%	4.92%	3.29%	0.62%	1.59%	1.23%	1.44%	0.86%	1.12%
2024/12/29	5.23%	3.17%	4.71%	3.07%	1.96%	1.59%	1.28%	1.41%	0.94%	0.57%
2024/12/30	4.39%	4.19%	4.22%	2.82%	1.35%	1.31%	1.57%	1.32%	0.99%	0.4%
2024/12/31	6.08%	4.64%	3.02%	2.47%	1.65%	1.48%	1.31%	1.08%	1.06%	0.51%

Lululemon.com led Share of Spend with strong performance, peaking at month’s end. Shein.com showed fluctuations with sharp mid-month spikes. Amazon.com maintained steady performance, peaking toward the end.

Market Exposure

Competitor Count for US Apparel & Accessories

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2024/12/01	15321
2024/12/02	15209
2024/12/03	15307
2024/12/04	16381
2024/12/05	17272
2024/12/06	16800
2024/12/07	16406
2024/12/08	16411
2024/12/09	16416
2024/12/10	16387
2024/12/11	16475
2024/12/12	17103
2024/12/13	16622
2024/12/14	16098
2024/12/15	16014
2024/12/16	16205
2024/12/17	16397
2024/12/18	16720
2024/12/19	17280
2024/12/20	17407
2024/12/21	16978
2024/12/22	16917
2024/12/23	17359
2024/12/24	16559
2024/12/25	17344
2024/12/26	16884
2024/12/27	17027
2024/12/28	16223
2024/12/29	16436
2024/12/30	17025
2024/12/31	16184

Last month the number of advertisers in this category fluctuated slightly, peaking at 17,407 and overall increasing compared to the start of the month.

Campaign Efficiency

Market Loss & Market Gains for US Apparel & Accessories

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last month.

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Market Loss & Market Gains - Last month
Name	Market Trend
amazon.com	0.99%
lululemon.com	0.85%
fashionnova.com	0.51%
gap.com	0.37%
target.com	0.31%
saksfifthavenue.com	-0.42%
converse.com	-0.46%
jcpenney.com	-0.56%
nike.com	-0.75%
kohls.com	-0.94%

Amazon.com, Lululemon.com, and Fashionnova.com secured 1st, 2nd, and 3rd place gains. Losses were led by Kohls.com, Nike.com, and Jcpenney.com.

Campaign Efficiency

US Apparel & Accessories Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	amazon.com	gap.com	lululemon.com	fashionnova.com	macys.com	walmart.com	nike.com	target.com	llbean.com	kohls.com
2024/12/01	2.75%	2.96%	2.31%	2%	4.07%	0.87%	2.67%	1.02%	1.08%	2.39%
2024/12/02	3.96%	3.86%	1.81%	1.6%	3.54%	0.72%	2.23%	1.04%	1.32%	1.99%
2024/12/03	3.35%	3.48%	1.85%	1.77%	4.62%	0.8%	2.64%	1.06%	1.27%	1.58%
2024/12/04	3.56%	2.5%	2.21%	1.92%	3.14%	1.12%	2.38%	0.9%	0.78%	1.57%
2024/12/05	3.6%	2.57%	2.05%	1.45%	2.92%	1.09%	1.89%	0.87%	1.25%	1.83%
2024/12/06	3.04%	2.25%	2.17%	1.31%	2.25%	1.32%	1.58%	0.9%	1.23%	1.33%
2024/12/07	3.15%	1.89%	2.26%	1.43%	2.45%	1.13%	1.55%	1.05%	1.1%	2.29%
2024/12/08	3.18%	2.66%	2.4%	1.46%	2.82%	1.15%	1.61%	1.26%	1.03%	1.71%
2024/12/09	3.92%	1.67%	2.7%	1.23%	2.02%	1.03%	1.4%	1.18%	1.19%	1.66%
2024/12/10	3.35%	2.05%	3.05%	1.55%	2.06%	1.01%	1.18%	1.02%	1.26%	1.79%
2024/12/11	3.68%	3%	3.46%	0.96%	2.84%	1.18%	1.18%	1.12%	1.33%	1.31%
2024/12/12	3.89%	2.91%	3.01%	1.38%	3.59%	1.07%	1.71%	1.21%	1.34%	1.37%
2024/12/13	3.13%	3.28%	3.18%	1.62%	3.21%	0.9%	1.71%	1.01%	1.65%	1.41%
2024/12/14	2.89%	4.19%	2.95%	1.59%	3.69%	0.92%	1.7%	1.1%	1.83%	1.02%
2024/12/15	2.97%	4.01%	2.76%	1.65%	3.49%	0.91%	1.55%	1.12%	2.04%	1.8%
2024/12/16	2.98%	3.65%	3.02%	1.72%	3.38%	1.07%	1.43%	1.01%	1.95%	1.76%
2024/12/17	2.84%	2.43%	3.12%	1.93%	3.46%	1.26%	1.23%	0.9%	1.97%	1.28%
2024/12/18	3.19%	2.41%	3.24%	1.73%	3.37%	1.34%	1.27%	0.91%	1.82%	1.65%
2024/12/19	3.73%	2.15%	3.18%	1.69%	2.79%	1.53%	1.42%	1.37%	1.77%	1.64%
2024/12/20	3.43%	3.2%	3.18%	1.82%	3%	1.59%	1.11%	1.58%	1.53%	1.5%
2024/12/21	3.5%	2.55%	3.44%	2.02%	3.11%	1.88%	0.97%	1.94%	1.44%	1.11%
2024/12/22	4.16%	1.81%	3.47%	1.69%	3.84%	2.26%	0.68%	2.45%	0.87%	1.47%
2024/12/23	4.09%	2.48%	3.18%	2.23%	3.34%	1.98%	0.82%	2.6%	1.09%	1.39%
2024/12/24	3.78%	2.97%	3.46%	2.59%	2.95%	1.62%	0.96%	2.21%	0.99%	1.24%
2024/12/25	4.15%	3.3%	3.41%	2.17%	2.39%	1.48%	0.95%	1.67%	0.65%	1.23%
2024/12/26	4.78%	2.92%	3.84%	2.13%	1.79%	1.06%	1.17%	0.95%	0.74%	0.82%
2024/12/27	7.12%	2.96%	4.3%	1.56%	1.76%	1.33%	1.03%	1.18%	0.96%	0.84%
2024/12/28	6.72%	4.47%	4.04%	1.91%	1.8%	1.35%	1.03%	1.18%	0.81%	1.22%
2024/12/29	6.57%	3.97%	3.71%	2.02%	1.74%	1.34%	1.13%	1.38%	0.83%	0.73%
2024/12/30	5.85%	4.12%	2.83%	1.69%	1.61%	1.29%	1.36%	1.21%	0.96%	0.49%
2024/12/31	4.29%	3.9%	3.72%	1.88%	1.46%	1.45%	1.34%	1.04%	0.99%	0.56%

Amazon.com peaked at month’s end, Gap.com showed steady performance with a spike later, and Lululemon.com fluctuated, rising toward month’s end.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Apparel & Accessories

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
Shop American Eagle https://www.ae.com › ae › apparel
Free Shipping On Orders $75+ Check Out What's New! Shop The Latest Tops, Bottoms, Shoes, Accessories & More At AE. Shop Our Variety Of Jeans, Tops, Bottoms, Dresses, Accessories, Shoes & More At AE.
2
Old Navy® Official Site https://oldnavy.gap.com › shop › old_navy®
Buy Online, Pickup In-Store — New Winter Arrivals Are Here. Bundle Up For Winter With Fresh Styles For The Whole Fam. Perfect Your Winter Outfit Rotation With New Cozy Stylish Looks Designed For Cold Days.
3
HalloweenCostumes.com™ https://www.halloweencostumes.com › 2021 › sale
Largest Selection of Costumes. Great Selection & Fast Shipping. Price Match Guarantee. Order Your Costume! All Sizes ...
4
SHEIN Official Site https://www.shein.com
Your One Stop-Shop — Trying To Stay Cool & Comfortable? SHEIN's New Fashion Trends. Don’t Miss Out. Find your love: Generate your own wishlist. Fashion is nothing but...
5
Victoria's Secret https://www.victoriassecret.com
Shop The Official Site — Something For Every Mood Or Outfit, We've Got You Covered. Free Shipping, See Site For Details. Brands We Love.

Ad Copy themes highlight promotions like “Free Shipping” and “New Arrivals,” with seasonal offerings like “Winter Styles” and “Fashion Trends.” Calls to action include “Shop Now” and “Order Your Costume.”

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Data within the PPC Market Share Report 2025 is aggregated every month, highlighting the most significant changes from the previous period.
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The PPC Marketing Share Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

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Customer Success Stories

Pretty Little Thing

Entering a new major market is not exactly a trip down the catwalk. Helped by Adthena, PrettyLittleThing was able to scale up its presence in the US fashion market – making that year one of its strongest years ever.

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UNTUCKit

With Brand Activator, UNTUCKit gained real-time insights into competitor activity and allowed the brand to display ads only when necessary. This adjustment reduced unnecessary ad spend and allowed organic traffic to capture brand visibility.

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M&S

Marks & Spencer needed a birds-eye view of the market for strategic planning and granular data for day-to-day search decisions. M&S uses Adthena to monitor competitors, benchmark performance, plan strategy and optimize results.

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

US Retail Apparel & Accessories – PPC Market Share Analysis December 2024

Share of Clicks for top 10 US Apparel & Accessories brands

Share of Spend for the top 10 US Apparel & Accessories brands

Competitor Count for US Apparel & Accessories

Market Loss & Market Gains for US Apparel & Accessories

US Apparel & Accessories Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Apparel & Accessories

Frequently Asked Questions

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Pretty Little Thing

UNTUCKit

M&S

Get the full picture

See this data specific to your brand performance