Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Apparel & Accessories category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 3.39295005601 |
| 96.607049944 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 49 |
| 51 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the last month.
| Domain | Share of clicks |
|---|---|
| marksandspencer.com | 8.75 |
| shein.co.uk | 5.22 |
| asos.com | 3.87 |
| next.co.uk | 2.74 |
| bbcicecream.eu | 2.41 |
| lululemon.co.uk | 1.69 |
| debenhams.com | 1.6 |
| charlestyrwhitt.com | 1.32 |
| superdry.com | 1.27 |
| coach.com | 1.26 |
| others | 69.87 |
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Marks & Spencer leads with 8.75% click share, followed by Shein at 5.22%. ‘Others’ dominate with 69.87%, highlighting diverse competition.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.
| Date | shein.co.uk | marksandspencer.com | asos.com | next.co.uk | charlestyrwhitt.com | lululemon.co.uk | adidas.co.uk | superdry.com | bbcicecream.eu | boden.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/03/01 | 9.03% | 5.32% | 5.23% | 2.09% | 1.5% | 2.1% | 1.03% | 1.55% | 0.6% | 1.02% |
| 2026/03/02 | 8.9% | 5.93% | 4.06% | 2.11% | 1.35% | 2.63% | 1.17% | 1.5% | 1.24% | 1.09% |
| 2026/03/03 | 8.47% | 7.74% | 3.79% | 2.49% | 1.34% | 2.33% | 0.96% | 1.24% | 1.77% | 1.13% |
| 2026/03/04 | 9.32% | 7.73% | 4.17% | 2.06% | 1.09% | 1.85% | 0.84% | 1.27% | 2.86% | 1.31% |
| 2026/03/05 | 8.99% | 6.72% | 4.35% | 2.47% | 1.05% | 2.61% | 1.07% | 0.94% | 1.91% | 1.35% |
| 2026/03/06 | 5.92% | 8.01% | 3.29% | 2.77% | 1.14% | 3.23% | 1.16% | 0.89% | 0.31% | 2.34% |
| 2026/03/07 | 6.43% | 6.47% | 3.74% | 2.45% | 1.26% | 3.95% | 0.84% | 0.87% | 0.68% | 2.48% |
| 2026/03/08 | 6.02% | 5.76% | 4.07% | 2.41% | 1.23% | 3.2% | 1.03% | 0.79% | 1.29% | 2.44% |
| 2026/03/09 | 5.68% | 5.72% | 3.17% | 2.46% | 1.23% | 2.29% | 1.17% | 0.89% | 1.03% | 1.69% |
| 2026/03/10 | 5.84% | 5.08% | 3.04% | 2.42% | 1.26% | 2.07% | 1.17% | 0.95% | 4.91% | 1.47% |
| 2026/03/11 | 6.91% | 4.83% | 3.12% | 2.11% | 1.23% | 2.14% | 1.15% | 1.1% | 3.51% | 1.23% |
| 2026/03/12 | 6% | 5.1% | 2.95% | 2.35% | 1.23% | 2.3% | 1.17% | 1.29% | 0.78% | 1.16% |
| 2026/03/13 | 5.21% | 4.98% | 2.79% | 2.32% | 1.25% | 2.54% | 0.9% | 1.61% | 2.83% | 1.02% |
| 2026/03/14 | 6.52% | 5.05% | 2.64% | 1.97% | 1.19% | 2.33% | 0.96% | 1.64% | 2.25% | 1.13% |
| 2026/03/15 | 6.81% | 5.62% | 2.62% | 1.65% | 0.99% | 2.24% | 1.05% | 1.59% | 2.74% | 1.19% |
| 2026/03/16 | 5.07% | 6.25% | 3.13% | 1.9% | 1.18% | 2.15% | 1.06% | 1.52% | 1.47% | 1.16% |
| 2026/03/17 | 6.81% | 5.22% | 4.82% | 2.12% | 1.32% | 1.65% | 0.92% | 1.34% | 0.84% | 1.03% |
| 2026/03/18 | 4.72% | 5.17% | 3.23% | 1.93% | 1.26% | 1.57% | 1.1% | 1.43% | 5.9% | 0.98% |
| 2026/03/19 | 4.57% | 5.01% | 4.1% | 1.85% | 1.38% | 1.72% | 1.3% | 1.39% | 1.9% | 1.05% |
| 2026/03/20 | 3.9% | 4.47% | 3.81% | 1.6% | 1.36% | 1.74% | 1.25% | 1.3% | 8.59% | 0.93% |
| 2026/03/21 | 4.58% | 4.61% | 6.6% | 1.76% | 1.76% | 2.14% | 1.07% | 1.28% | 0.83% | 0.9% |
| 2026/03/22 | 5.58% | 3.51% | 3.61% | 1.71% | 1.4% | 2.38% | 1.18% | 1.13% | 3.94% | 1.04% |
| 2026/03/23 | 6.28% | 4.25% | 3.17% | 2.04% | 1.25% | 2.18% | 1.31% | 1.09% | 5.92% | 0.63% |
| 2026/03/24 | 6.8% | 5.2% | 4.81% | 2.12% | 1.32% | 1.64% | 0.92% | 1.33% | 0.83% | 1.04% |
| 2026/03/25 | 4.81% | 4.7% | 6.35% | 1.58% | 1.31% | 2.85% | 1.04% | 0.81% | 7.41% | 0.64% |
| 2026/03/26 | 6.82% | 4.92% | 6.37% | 1.55% | 1.1% | 1.41% | 0.98% | 0.97% | 10.6% | 0.48% |
| 2026/03/27 | 8.37% | 4.83% | 6.69% | 1.64% | 1.16% | 2.21% | 1.01% | 1.26% | 2.87% | 0.56% |
| 2026/03/28 | 8.26% | 5.73% | 6.07% | 2.01% | 1.3% | 1.63% | 1.01% | 1% | 3.29% | 0.49% |
| 2026/03/29 | 9.11% | 6.71% | 5.06% | 2.25% | 1.24% | 2.41% | 1% | 0.93% | 0.61% | 0.38% |
| 2026/03/30 | 7.6% | 6.53% | 5.87% | 2.17% | 1.26% | 2.09% | 1.09% | 0.93% | 2.63% | 0.38% |
| 2026/03/31 | 7.14% | 6.4% | 5.98% | 2.52% | 1.38% | 1.37% | 1.16% | 0.99% | 0.96% | 0.48% |
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In March 2026, Shein.co.uk led with fluctuating spend shares, peaking mid-month. Marksandspencer.com and Asos.com showed steady growth, while BBCIceCream.eu had a dramatic spike. The month concluded with Shein.co.uk maintaining dominance.
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.
| Date | Competitor Count |
|---|---|
| 2026/03/01 | 4904 |
| 2026/03/02 | 4908 |
| 2026/03/03 | 5005 |
| 2026/03/04 | 5099 |
| 2026/03/05 | 5082 |
| 2026/03/06 | 4977 |
| 2026/03/07 | 4838 |
| 2026/03/08 | 4770 |
| 2026/03/09 | 4807 |
| 2026/03/10 | 4807 |
| 2026/03/11 | 4805 |
| 2026/03/12 | 4806 |
| 2026/03/13 | 4744 |
| 2026/03/14 | 4680 |
| 2026/03/15 | 4759 |
| 2026/03/16 | 4811 |
| 2026/03/17 | 5216 |
| 2026/03/18 | 4876 |
| 2026/03/19 | 4886 |
| 2026/03/20 | 4843 |
| 2026/03/21 | 4654 |
| 2026/03/22 | 4599 |
| 2026/03/23 | 4952 |
| 2026/03/24 | 5216 |
| 2026/03/25 | 4460 |
| 2026/03/26 | 4525 |
| 2026/03/27 | 4699 |
| 2026/03/28 | 4561 |
| 2026/03/29 | 4596 |
| 2026/03/30 | 4540 |
| 2026/03/31 | 4561 |
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March saw fluctuating advertiser numbers, peaking at 5,216 on March 17 and 24. The month concluded with 4,561 advertisers, reflecting a dynamic landscape.
Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.
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BBC Ice Cream and ASOS surged in click share, while Marks & Spencer and Boden faced declines. Coach and Sainsbury’s saw moderate gains.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | shein.co.uk | asos.com | marksandspencer.com | next.co.uk | jdsports.co.uk | schuh.co.uk | debenhams.com | superdry.com | lululemon.co.uk | bbcicecream.eu |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/03/01 | 10.86% | 6.45% | 4.88% | 2.25% | 0.61% | 0.9% | 1.73% | 1.51% | 0.95% | 0.31% |
| 2026/03/02 | 10.85% | 5.02% | 5.32% | 2.28% | 1.29% | 1.07% | 1.69% | 1.53% | 1.35% | 0.53% |
| 2026/03/03 | 10.33% | 4.73% | 7.09% | 2.68% | 1.47% | 1.22% | 1.57% | 1.22% | 1.35% | 0.71% |
| 2026/03/04 | 11.06% | 5.33% | 7.14% | 2.24% | 1.52% | 1.27% | 1.94% | 1.28% | 1.01% | 1.14% |
| 2026/03/05 | 10.74% | 5.65% | 6.21% | 2.72% | 1.03% | 1.41% | 1% | 0.87% | 1.5% | 0.8% |
| 2026/03/06 | 7.45% | 4.15% | 7.53% | 2.99% | 0.98% | 1.67% | 0.99% | 0.85% | 2.11% | 0.12% |
| 2026/03/07 | 7.95% | 4.63% | 6.08% | 2.7% | 0.73% | 1.19% | 1.45% | 0.8% | 2.31% | 0.38% |
| 2026/03/08 | 7.35% | 5.02% | 5.47% | 2.64% | 0.85% | 0.99% | 1.76% | 0.73% | 1.77% | 0.63% |
| 2026/03/09 | 6.93% | 3.89% | 5.42% | 2.71% | 0.72% | 1.29% | 1.23% | 0.87% | 1.09% | 0.51% |
| 2026/03/10 | 7.17% | 4.02% | 4.83% | 2.7% | 0.6% | 1.07% | 1.36% | 0.94% | 0.99% | 2% |
| 2026/03/11 | 8.44% | 3.93% | 4.64% | 2.35% | 0.7% | 0.88% | 1.3% | 1.13% | 1.08% | 1.42% |
| 2026/03/12 | 7.36% | 3.7% | 4.76% | 2.51% | 1.4% | 1.05% | 1.13% | 1.3% | 1.17% | 0.31% |
| 2026/03/13 | 6.39% | 3.58% | 4.61% | 2.53% | 1.02% | 1.2% | 1.28% | 1.64% | 1.39% | 1.29% |
| 2026/03/14 | 7.97% | 3.35% | 4.93% | 2.16% | 0.91% | 1.15% | 1.79% | 1.7% | 1.13% | 0.86% |
| 2026/03/15 | 8.19% | 3.31% | 5.64% | 1.75% | 0.89% | 1.35% | 1.05% | 1.68% | 1.14% | 1.06% |
| 2026/03/16 | 6.14% | 4.1% | 6.01% | 2.02% | 1.04% | 1.3% | 1.01% | 1.57% | 1.07% | 0.65% |
| 2026/03/17 | 7.8% | 6.38% | 4.72% | 2.27% | 1.33% | 1.35% | 1.09% | 1.35% | 0.77% | 0.33% |
| 2026/03/18 | 6.03% | 4.38% | 4.87% | 2.1% | 1.71% | 1.16% | 1% | 1.54% | 0.75% | 2.63% |
| 2026/03/19 | 5.73% | 5.49% | 4.71% | 1.95% | 1.25% | 1.03% | 1.01% | 1.45% | 0.83% | 1.09% |
| 2026/03/20 | 5.08% | 5.28% | 4.4% | 1.76% | 1.09% | 0.86% | 0.99% | 1.39% | 0.88% | 3.96% |
| 2026/03/21 | 5.68% | 8.52% | 4.18% | 1.91% | 1.23% | 0.69% | 1.01% | 1.21% | 1% | 0.54% |
| 2026/03/22 | 6.98% | 4.96% | 3.33% | 1.91% | 0.91% | 0.73% | 1.04% | 1.11% | 1.16% | 1.64% |
| 2026/03/23 | 7.55% | 4.29% | 3.99% | 2.36% | 1.31% | 1.09% | 1.26% | 1.08% | 1.07% | 2.6% |
| 2026/03/24 | 7.8% | 6.38% | 4.72% | 2.27% | 1.33% | 1.35% | 1.09% | 1.35% | 0.77% | 0.33% |
| 2026/03/25 | 6.19% | 8.44% | 4.8% | 1.85% | 0.33% | 0.74% | 1.19% | 0.91% | 1.28% | 3.14% |
| 2026/03/26 | 8.53% | 8.35% | 4.75% | 1.79% | 0.79% | 0.96% | 0.85% | 0.95% | 0.73% | 6.59% |
| 2026/03/27 | 10.11% | 8.64% | 4.48% | 1.78% | 0.82% | 1.34% | 0.89% | 1.21% | 1.18% | 1.02% |
| 2026/03/28 | 9.73% | 7.79% | 5.27% | 2.19% | 1.41% | 1.27% | 1.11% | 0.98% | 0.83% | 1.22% |
| 2026/03/29 | 10.39% | 6.47% | 6.16% | 2.46% | 1.73% | 1.21% | 1.41% | 0.88% | 0.97% | 0.21% |
| 2026/03/30 | 9.22% | 7.64% | 5.93% | 2.41% | 1.28% | 1.08% | 0.92% | 0.92% | 1.01% | 0.95% |
| 2026/03/31 | 8.59% | 7.63% | 5.75% | 2.76% | 1.23% | 1.21% | 0.99% | 0.93% | 0.71% | 0.41% |
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In March 2026, Shein.co.uk started strong but dipped mid-month, recovering slightly by month’s end. Asos.com saw a steady rise, peaking late March. Marksandspencer.com fluctuated, ending with moderate gains. Next.co.uk remained stable, while Jdsports.co.uk and Schuh.co.uk showed minor fluctuations. Debenhams.com and Superdry.com experienced slight declines. Lululemon.co.uk and Bbcicecream.eu had sporadic spikes, with Bbcicecream.eu peaking dramatically mid-month.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
Free Shipping & Delivery On Orders Over £120. Shop New Season Drops. Save Up To 50% Off In The Sale. Limited-Time Styles Available Now.
Quality Debenhams — Refresh your style, home & beauty collections, with up to 60% off all things spring. Stay Up To Date With New Beauty & Fashion Trends At Debenhams.
Order now and get up to 20% off gifts this Mother's Day on Deliveroo. T&Cs apply.
Browse our collection of mens Billionaire Boys Club clothing by Pharrell Williams
Shop on-trend womenswear, quality menswear, home and beauty essentials and mouth-watering food and drink. Order online with free delivery or collection at M&S.
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In the bustling world of Google PPC, BBC ICECREAM entices with a 50% sale, while Debenhams refreshes styles with a 60% spring discount. Deliveroo offers Mother’s Day gifts at 20% off, Mainline Menswear showcases Pharrell’s Billionaire Boys Club, and M&S combines fashion, home, and food essentials.
Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.
Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.
How to use the UK Retail Apparel & Accessories March 2026 Report
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Data within the UK Retail Apparel & Accessories March 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
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Yes. The UK Retail Apparel & Accessories March 2026 Report aggregates data from across both device types and Google Shopping.
The UK Retail Apparel & Accessories March 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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