UK Retail Apparel & Accessories - PPC Market Share Analysis December 2025

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.

Apparel & Accessories – UK

Google AI Overview visibility for Retail Apparel & Accessories UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 3.42758329256
96.5724167074
3%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 55
45
55%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 11%
Transactional 16%
Navigational 2%
Seasonal 6%
Local 2%
Problem Solving 4%

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Market Exposure

Share of Clicks for top 10 UK Retail Apparel & Accessories brands

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

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
marksandspencer.com 9.72
bbcicecream.eu 3.3
next.co.uk 2.5
jdsports.co.uk 2.24
schuh.co.uk 2.23
asos.com 1.79
debenhams.com 1.75
ralphlauren.co.uk 1.75
mandmdirect.com 1.59
lululemon.co.uk 1.51
others 71.62
  • marksandspencer.com - 9.72%
  • bbcicecream.eu - 3.3%
  • next.co.uk - 2.5%
  • jdsports.co.uk - 2.24%
  • schuh.co.uk - 2.23%
  • asos.com - 1.79%
  • debenhams.com - 1.75%
  • ralphlauren.co.uk - 1.75%
  • mandmdirect.com - 1.59%
  • lululemon.co.uk - 1.51%
  • others - 71.62%

Copyright © Adthena. All rights reserved.

Marks & Spencer leads with 9.72% click share, while ‘others’ dominate at 71.62%. BBC Ice Cream follows at 3.3%, with Next at 2.5%.

Market Exposure

Share of Spend for the top 10 UK Retail 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date marksandspencer.com bbcicecream.eu ralphlauren.co.uk jdsports.co.uk asos.com schuh.co.uk shein.co.uk mandmdirect.com next.co.uk lululemon.co.uk
2025/12/01 5.52% 3.28% 6.31% 1.2% 0.62% 3.07% 3.83% 1.01% 0.92% 2%
2025/12/02 9.23% 4.81% 1.73% 1.67% 1.34% 1.47% 3.71% 1.81% 1.76% 3.06%
2025/12/03 8.4% 5.33% 1.78% 1.9% 1.38% 2.31% 3.14% 2.06% 1.88% 3.25%
2025/12/04 8.19% 5.96% 0.99% 1.4% 0.81% 2.34% 3.39% 2.01% 1.92% 2.57%
2025/12/05 8.4% 5.07% 1.32% 1.45% 0.29% 2.27% 3.65% 2.32% 2.5% 1.8%
2025/12/06 7.73% 3.16% 1.46% 1.21% 0.79% 1.75% 3% 2.66% 2.37% 1.87%
2025/12/07 6.75% 3.56% 1.51% 1.94% 0.66% 1.43% 2.75% 3.11% 1.68% 1.75%
2025/12/08 7.14% 2.31% 1.43% 2.02% 1.08% 1.52% 2.67% 3.05% 1.72% 1.95%
2025/12/09 8.21% 2.73% 1.26% 1.35% 1.46% 1.59% 2.71% 2.58% 2.21% 1.92%
2025/12/10 8.67% 3.31% 0.99% 2.49% 1.73% 1.68% 3.36% 1.88% 2.08% 1.78%
2025/12/11 8.26% 4.72% 0.86% 2.95% 1.58% 2.46% 2.83% 2.22% 2.02% 1.57%
2025/12/12 8.49% 4.64% 0.65% 1.57% 1.57% 1.78% 2.67% 2.27% 1.94% 1.53%
2025/12/13 8.04% 3.85% 0.64% 1.45% 1.39% 1.61% 2.52% 1.86% 1.76% 1.37%
2025/12/14 7.77% 3.01% 0.57% 1.9% 1.69% 1.52% 2.42% 1.92% 1.44% 1.4%
2025/12/15 7.48% 5.97% 0.91% 1.85% 1.79% 1.93% 1.63% 2.06% 1.82% 1.35%
2025/12/16 10.12% 3.09% 0.83% 1.55% 1.88% 2.58% 0.46% 2.44% 2.62% 1.11%
2025/12/17 9.98% 4.49% 0.81% 1.65% 2.48% 2.46% 0.36% 2.48% 2.16% 0.73%
2025/12/18 10.94% 2.58% 1.08% 2.28% 2.27% 2.95% 0.47% 2.41% 2.08% 0.56%
2025/12/19 7.8% 2.18% 0.92% 2.67% 2.23% 2.5% 0.55% 2.77% 2.27% 0.54%
2025/12/20 4.38% 2.45% 0.95% 1.42% 2.32% 2.41% 0.69% 3.06% 2.26% 0.62%
2025/12/21 4.33% 2.37% 1.2% 0.93% 2.49% 2.29% 0.83% 3.4% 1.95% 0.62%
2025/12/22 4.67% 1.92% 1.67% 1.33% 3.06% 2.09% 0.92% 2.22% 2.27% 1.22%
2025/12/23 5.18% 3.13% 2.6% 0.93% 2.81% 2.5% 0.34% 1.86% 1.38% 1.7%
2025/12/24 4.39% 2.88% 4.25% 1.77% 2.47% 1.86% 0.32% 1.69% 0.94% 2.12%
2025/12/25 3.11% 3.4% 3.98% 3.03% 2.87% 1.45% 0.43% 1.3% 1.31% 1.88%
2025/12/26 3.95% 3.7% 3.27% 4.06% 2.76% 1.99% 0.57% 1.22% 1.56% 1.44%
2025/12/27 6.86% 4.46% 3.06% 3.19% 1.73% 2.05% 0.85% 1.44% 2.07% 1.4%
2025/12/28 7.19% 3.29% 2.69% 3.26% 2.26% 2.38% 0.97% 1.75% 2.04% 1.37%
2025/12/29 4.32% 4.26% 2.85% 2.1% 3.39% 1.88% 0.65% 1.95% 1.37% 1.46%
2025/12/30 4.45% 3.52% 2.72% 2.1% 2.47% 2.07% 1.05% 1.56% 1.39% 1.65%
2025/12/31 4.11% 3.97% 3.06% 2.28% 1.97% 1.67% 1.61% 1.56% 1.47% 1.44%
  • marksandspencer.com
  • bbcicecream.eu
  • ralphlauren.co.uk
  • jdsports.co.uk
  • asos.com
  • schuh.co.uk
  • shein.co.uk
  • mandmdirect.com
  • next.co.uk
  • lululemon.co.uk

Copyright © Adthena. All rights reserved.

Marksandspencer.com peaked mid-month at 10.94% before declining. Bbcicecream.eu fluctuated, ending at 3.97%. Ralphlauren.co.uk started strong, dipped, then rose. Jdsports.co.uk saw a late surge. Asos.com and others showed varied trends.

Market Exposure

Competitor Count for UK Retail 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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/12/01 5016
2025/12/02 5134
2025/12/03 5198
2025/12/04 5198
2025/12/05 5277
2025/12/06 5262
2025/12/07 5174
2025/12/08 5040
2025/12/09 5144
2025/12/10 5177
2025/12/11 5191
2025/12/12 5126
2025/12/13 5102
2025/12/14 4897
2025/12/15 5139
2025/12/16 5090
2025/12/17 5091
2025/12/18 5231
2025/12/19 5322
2025/12/20 5362
2025/12/21 5329
2025/12/22 5498
2025/12/23 5468
2025/12/24 5492
2025/12/25 5397
2025/12/26 5328
2025/12/27 5325
2025/12/28 5289
2025/12/29 5270
2025/12/30 5260
2025/12/31 5252

Copyright © Adthena. All rights reserved.

December saw a dynamic shift in distinct advertisers, starting at 5,016 and peaking at 5,498. The month concluded with a slight dip to 5,252.

Campaign Efficiency

Market Loss & Market Gains for UK Retail Apparel & Accessories

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
asos.com 1.18%
ralphlauren.co.uk 1.18%
amazon.co.uk 0.8%
temu.com 0.64%
schuh.co.uk 0.49%
prada.com -0.53%
burberry.com -0.75%
bbcicecream.eu -0.96%
shein.co.uk -1.22%
marksandspencer.com -3.57%

Copyright © Adthena. All rights reserved.

Marksandspencer.com saw a -3.57% drop, while asos.com and ralphlauren.co.uk gained 1.18% each. Amazon.co.uk increased by 0.8%, and temu.com by 0.64%.

Campaign Efficiency

UK Retail Apparel & Accessories Share of Impressions

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

Date marksandspencer.com jdsports.co.uk ralphlauren.co.uk bbcicecream.eu asos.com debenhams.com schuh.co.uk mandmdirect.com shein.co.uk next.co.uk
2025/12/01 5.07% 1.56% 6.44% 1.68% 0.83% 1.37% 4.09% 1.2% 4.19% 0.99%
2025/12/02 8.68% 2.19% 1.66% 2.59% 1.72% 1.76% 2% 2.22% 4.21% 1.91%
2025/12/03 7.94% 2.48% 1.69% 2.67% 1.73% 1.69% 3.1% 2.52% 3.67% 2.04%
2025/12/04 7.67% 1.83% 0.88% 3.08% 1.06% 1.81% 3.18% 2.51% 3.88% 2.15%
2025/12/05 7.68% 2.01% 1.22% 2.68% 0.38% 2.06% 2.99% 2.89% 4.17% 2.72%
2025/12/06 7.04% 1.66% 1.29% 1.53% 0.95% 2.96% 2.27% 3.3% 3.34% 2.49%
2025/12/07 6.32% 2.63% 1.37% 1.72% 0.8% 2.74% 1.86% 3.8% 2.95% 1.77%
2025/12/08 6.93% 2.7% 1.24% 1.17% 1.28% 2.19% 1.98% 3.8% 2.87% 1.89%
2025/12/09 7.87% 1.85% 1.08% 1.44% 1.76% 1.71% 2.1% 3.18% 2.96% 2.44%
2025/12/10 8.21% 3.27% 0.83% 1.81% 2.07% 1.36% 2.21% 2.29% 3.79% 2.22%
2025/12/11 7.74% 3.99% 0.69% 2.24% 1.89% 1.37% 3.2% 2.73% 3.23% 2.2%
2025/12/12 8.06% 2.18% 0.5% 2.27% 1.9% 1.23% 2.35% 2.78% 2.96% 2.12%
2025/12/13 7.81% 1.98% 0.47% 2.03% 1.64% 1.88% 2.1% 2.28% 2.8% 1.93%
2025/12/14 7.67% 2.58% 0.43% 1.53% 1.99% 1.18% 2% 2.34% 2.64% 1.57%
2025/12/15 7.52% 2.51% 0.73% 3.13% 2.19% 1.03% 2.58% 2.54% 1.79% 2.07%
2025/12/16 9.48% 2.12% 0.69% 1.53% 2.24% 1.27% 3.42% 3.02% 0.47% 2.85%
2025/12/17 9.5% 2.25% 0.61% 2.32% 3% 1.51% 3.28% 3.07% 0.36% 2.34%
2025/12/18 10.36% 2.98% 0.83% 1.16% 2.89% 1.87% 3.76% 2.9% 0.48% 2.27%
2025/12/19 7.28% 3.62% 0.71% 0.97% 2.8% 1.26% 3.3% 3.25% 0.55% 2.49%
2025/12/20 3.9% 1.88% 0.7% 1.1% 2.92% 1.27% 3.24% 3.53% 0.7% 2.51%
2025/12/21 3.96% 1.26% 0.94% 1.36% 3.13% 1.19% 3.02% 3.94% 0.85% 2.14%
2025/12/22 4.05% 1.6% 1.36% 1% 3.85% 0.98% 2.7% 2.57% 0.95% 2.45%
2025/12/23 4.41% 1.28% 2.24% 1.41% 3.67% 0.69% 3.26% 2.17% 0.34% 1.38%
2025/12/24 3.68% 2.38% 3.86% 1.17% 3.19% 0.36% 2.47% 1.96% 0.32% 0.96%
2025/12/25 2.43% 3.89% 3.52% 1.73% 3.6% 0.42% 1.9% 1.46% 0.42% 1.44%
2025/12/26 3.24% 5.19% 2.83% 1.5% 3.48% 1.43% 2.6% 1.36% 0.57% 1.75%
2025/12/27 6.02% 4.18% 2.69% 1.89% 2.25% 2.19% 2.72% 1.64% 0.89% 2.3%
2025/12/28 6.33% 4.15% 2.39% 1.32% 2.83% 2.59% 3.06% 1.99% 1.04% 2.18%
2025/12/29 3.67% 2.82% 2.61% 1.88% 4.22% 2.35% 2.46% 2.27% 0.69% 1.45%
2025/12/30 3.68% 2.82% 2.47% 1.44% 3.17% 1.94% 2.67% 1.83% 1.13% 1.49%
2025/12/31 3.4% 3.01% 2.79% 2.68% 2.54% 2.28% 2.2% 1.8% 1.74% 1.59%
  • marksandspencer.com
  • jdsports.co.uk
  • ralphlauren.co.uk
  • bbcicecream.eu
  • asos.com
  • debenhams.com
  • schuh.co.uk
  • mandmdirect.com
  • shein.co.uk
  • next.co.uk

Copyright © Adthena. All rights reserved.

Marksandspencer.com started December strong, peaking mid-month at 10.36% on the 18th, before a sharp decline to 3.4% by month’s end.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Retail 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.

Google Text Ad Copy Insights & Creative Trends for UK Retail Apparel & Accessories - Last month
  1. 1
    Billionaire Boys Club https://www.bbcicecream.eu

    BBC ICECREAM EU — BBC & ICECREAM EU Exclusives. Shop BBC EU Online Now. Unlock 10% Off Your First Order! The Official European online store for Billionaire Boys Club by Pharrell Williams. Get In Touch.

  2. 2
    George At ASDA https://direct.asda.com

    Clothing At George — Premium Quality Clothing At Great Value. Shop Our Wide Range At George Online Now. Find All The...

  3. 3
    Winter Sale Up To 70% Off - Next Day Delivery https://www.flannels.com

    Buy Now Pay Later With Frasers Plus. Representative APR: 29.9% (var). Subject To Status.

  4. 4
    M&S | Marks & Spencer | Fashion, Home, Beauty, Food & Gifts https://www.marksandspencer.com

    Shop on-trend womenswear, quality menswear, home and beauty essentials and mouth-watering food and drink. Shop High Quality Styles To Suit...

  5. 5
    Shop & Save Now at New Look - Shop New Look Online https://www.newlook.com

    Find feel-good fashion at New Look with trend-led styles for every occassion.

Copyright © Adthena. All rights reserved.

In the vibrant world of Google PPC, five advertisers shine with compelling narratives. Billionaire Boys Club entices with exclusivity and a 10% discount, while George At ASDA promises premium quality at great value. Flannels captivates with a 70% winter sale, and Marks & Spencer offers a blend of fashion, home, and gourmet delights. New Look completes the ensemble with trend-led, feel-good fashion.

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