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US Retail Apparel & Accessories - PPC Market Share Analysis April 2025

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 Retail 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
lululemon.com 6.52
fashionnova.com 4.14
nike.com 3.19
amazon.com 2.07
birkenstock.com 1.93
urbanoutfitters.com 1.84
victoriassecret.com 1.82
shein.com 1.67
macys.com 1.63
kay.com 1.55
others 73.64

Copyright © Adthena. All rights reserved.

In the apparel and accessories PPC landscape, “others” dominate with 73.64% click share. Lululemon leads individual advertisers at 6.52%, followed by Fashion Nova at 4.14%.

Market Exposure

Share of Spend for the top 10 US 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. 

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Share of Spend - Last Month
Date lululemon.com gap.com kay.com nike.com macys.com amazon.com fashionnova.com victoriassecret.com jcpenney.com shein.com
2025/04/01 5.92% 2.67% 1.13% 1.68% 1.4% 1.17% 0.83% 1.37% 1.96% 5.93%
2025/04/02 5.36% 2.28% 1.11% 1.57% 1.9% 1.55% 1.14% 1.97% 1.68% 5.73%
2025/04/03 6.31% 1.59% 1.3% 1.8% 1.98% 1.88% 1.15% 2.16% 1.48% 5.83%
2025/04/04 5.7% 1.41% 0.92% 1.91% 2.18% 2.34% 0.96% 2.1% 2.03% 5.91%
2025/04/05 5.22% 1.47% 0.86% 1.65% 2.45% 2.31% 1.44% 1.56% 2.11% 5.58%
2025/04/06 5.36% 1.63% 0.82% 1.72% 2.74% 2.57% 1.16% 1.87% 2.15% 5.52%
2025/04/07 5.51% 1.86% 1.03% 1.78% 2.08% 2.67% 1.08% 2.13% 1.95% 5.15%
2025/04/08 5.51% 1.53% 0.83% 1.65% 1.98% 3.15% 0.75% 1.8% 1.61% 5.4%
2025/04/09 5.4% 1.65% 1.03% 1.86% 1.96% 3.59% 1.01% 1.92% 1.93% 4.08%
2025/04/10 5.47% 2.03% 1.31% 1.93% 1.68% 3.98% 1.47% 2.35% 1.43% 3.54%
2025/04/11 5.52% 2.06% 1.32% 2.08% 1.74% 3.3% 1.48% 2.1% 1.88% 4.01%
2025/04/12 5.14% 1.92% 1.39% 1.99% 1.75% 3.1% 1.36% 1.96% 2.37% 3.89%
2025/04/13 5.15% 1.59% 1.15% 2.12% 1.79% 3.52% 1.46% 2.55% 1.84% 3.58%
2025/04/14 5.19% 1.87% 1.48% 1.94% 1.19% 2.93% 1.18% 2.29% 1.84% 4.32%
2025/04/15 5.17% 2.1% 1.2% 2.39% 1.13% 2.27% 1.76% 2.06% 1.99% 0.9%
2025/04/16 4.95% 2.26% 1.37% 2.74% 1.32% 2.42% 1.87% 1.74% 1.36% 0.02%
2025/04/17 4.7% 1.44% 2.3% 3.48% 0.95% 2.06% 1.47% 1.06% 2.98% 0.04%
2025/04/18 4.87% 1.76% 1.66% 3.2% 0.85% 1.98% 1.75% 2.44% 1.69% 0.05%
2025/04/19 4.54% 1.84% 1.55% 3.58% 1.14% 2.31% 1.63% 1.68% 1.06% 0.05%
2025/04/20 5.71% 1.72% 1.49% 2.8% 0.98% 2.25% 2.22% 2.03% 1.5% 0.08%
2025/04/21 5.5% 1.88% 1.49% 2.55% 0.72% 2.27% 1.92% 1.85% 0.87% 0.1%
2025/04/22 5.82% 2.07% 1.79% 2.25% 0.65% 2.23% 1.74% 1.91% 0.69% 0.12%
2025/04/23 5.51% 2.21% 1.24% 2.19% 0.63% 2.2% 1.93% 1.8% 0.71% 0.09%
2025/04/24 5.44% 2.09% 1.61% 2.04% 0.8% 2.66% 2.04% 1.86% 0.6% 0.12%
2025/04/25 5.68% 2.3% 1.39% 2.08% 0.95% 2.1% 2.19% 2.41% 1.19% 0.07%
2025/04/26 5.23% 2.15% 1.48% 2.33% 1.38% 2.08% 1.89% 1.32% 1% 0.01%
2025/04/27 5.05% 2.46% 1.33% 2.12% 1.64% 1.91% 2.06% 1.78% 0.46% 0.01%
2025/04/28 4.79% 2.43% 1.31% 2.23% 1.56% 1.98% 2.05% 1.77% 0.71% 0.01%
2025/04/29 5.01% 2.26% 2.12% 2.4% 1.96% 1.87% 2.1% 1.82% 0.69% 0.02%
2025/04/30 4.45% 2.83% 2.08% 2.07% 1.79% 1.64% 1.55% 1.52% 1.3% 0.02%

Copyright © Adthena. All rights reserved.

In April 2025, lululemon.com saw fluctuating PPC spend, peaking early at 6.31% and ending at 4.45%. Shein.com started strong at 5.93%, but dramatically dropped to 0.02% by month’s end.

Market Exposure

Competitor Count for US 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. 

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Competitor Count - Last month
Date Competitor Count
2025/04/01 10172
2025/04/02 10291
2025/04/03 10032
2025/04/04 10320
2025/04/05 10287
2025/04/06 10173
2025/04/07 10146
2025/04/08 10202
2025/04/09 10088
2025/04/10 10140
2025/04/11 10030
2025/04/12 10162
2025/04/13 10096
2025/04/14 10207
2025/04/15 10060
2025/04/16 10177
2025/04/17 10608
2025/04/18 10828
2025/04/19 10644
2025/04/20 10159
2025/04/21 10352
2025/04/22 10157
2025/04/23 10209
2025/04/24 10159
2025/04/25 9906
2025/04/26 10116
2025/04/27 9955
2025/04/28 9945
2025/04/29 9914
2025/04/30 9631

Copyright © Adthena. All rights reserved.

April began with 10,172 advertisers, peaking mid-month at 10,828. A decline followed, ending at 9,631.

Campaign Efficiency

Market Loss & Market Gains for US 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.

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Market Loss & Market Gains - Last month
Name Market Trend
fashionnova.com 1.38%
nike.com 0.62%
urbanoutfitters.com 0.44%
adidas.com 0.36%
kay.com 0.36%
carhartt.com -0.51%
temu.com -0.61%
amazon.com -0.67%
jcpenney.com -0.98%
shein.com -2.94%

Copyright © Adthena. All rights reserved.

Fashionnova.com surged with a 1.38% click share increase, while shein.com dropped by 2.94%. Nike.com gained 0.62%, contrasting jcpenney.com’s 0.98% decline.

Campaign Efficiency

US 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.

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Date gap.com lululemon.com macys.com coachoutlet.com fashionnova.com amazon.com walmart.com nike.com gapfactory.com shein.com
2025/04/01 3.56% 4.7% 1.78% 1.6% 1.13% 1.44% 1.54% 1.52% 0.98% 8.26%
2025/04/02 3.1% 4.27% 2.37% 1.56% 1.5% 1.97% 1.94% 1.44% 0.68% 7.84%
2025/04/03 2.03% 4.94% 2.57% 1.87% 1.41% 2.39% 2.4% 1.6% 0.7% 7.75%
2025/04/04 1.8% 4.25% 2.76% 2.22% 1.19% 2.95% 2.35% 1.71% 0.92% 7.79%
2025/04/05 1.98% 4.14% 3.02% 1.95% 1.86% 2.84% 2.02% 1.56% 0.78% 7.2%
2025/04/06 2.17% 4.11% 3.4% 1.58% 1.48% 3.09% 1.94% 1.56% 1.03% 7.24%
2025/04/07 2.45% 4.27% 2.68% 1.91% 1.39% 3.23% 2.04% 1.61% 1.33% 6.88%
2025/04/08 2.04% 4.33% 2.57% 1.9% 0.98% 3.83% 1.99% 1.49% 1.53% 7.22%
2025/04/09 2.23% 4.27% 2.45% 1.69% 1.32% 4.52% 2.07% 1.68% 1.6% 5.62%
2025/04/10 2.65% 4.34% 2.14% 1.87% 1.91% 5.02% 2.32% 1.78% 1.2% 4.95%
2025/04/11 2.78% 4.4% 2.18% 1.78% 1.93% 4.13% 2.48% 1.92% 1.38% 5.38%
2025/04/12 2.59% 4.12% 2.22% 1.71% 1.8% 3.85% 2.41% 1.91% 1.52% 5.3%
2025/04/13 2.07% 4.09% 2.26% 1.64% 1.86% 4.33% 2.59% 1.9% 1.67% 4.87%
2025/04/14 2.44% 4.08% 1.55% 1.85% 1.53% 3.68% 2.23% 1.74% 1.57% 5.96%
2025/04/15 2.85% 4.24% 1.5% 1.95% 2.36% 2.88% 2.17% 2.21% 1.51% 1.38%
2025/04/16 2.97% 4.05% 1.69% 2.25% 2.49% 3.08% 2.54% 2.5% 1.37% 0.03%
2025/04/17 1.86% 3.98% 1.14% 2.4% 1.87% 2.54% 2.4% 3.09% 0.9% 0.05%
2025/04/18 2.27% 3.9% 1.04% 2.19% 2.23% 2.49% 1.33% 2.96% 1.27% 0.07%
2025/04/19 2.41% 3.58% 1.37% 2.18% 2.13% 2.88% 1.79% 3.28% 1.37% 0.06%
2025/04/20 2.27% 4.55% 1.21% 2.21% 2.89% 2.84% 1.73% 2.61% 1.38% 0.08%
2025/04/21 2.48% 4.44% 0.9% 2.11% 2.52% 2.81% 1.26% 2.27% 1.49% 0.1%
2025/04/22 2.73% 4.64% 0.83% 2.36% 2.33% 2.8% 1.37% 2.02% 1.53% 0.1%
2025/04/23 2.93% 4.47% 0.83% 2.41% 2.57% 2.83% 1.63% 1.98% 1.26% 0.09%
2025/04/24 2.76% 4.22% 1.01% 2.27% 2.74% 3.44% 1.79% 1.82% 1.04% 0.13%
2025/04/25 3.08% 4.73% 1.22% 2.38% 2.98% 2.69% 1.72% 1.91% 1.19% 0.06%
2025/04/26 2.74% 4.2% 1.7% 2.25% 2.5% 2.59% 2.43% 2.06% 1.39% 0%
2025/04/27 3.18% 4.09% 1.99% 2.29% 2.7% 2.39% 2.47% 1.84% 1.41% 0.01%
2025/04/28 3.22% 3.66% 1.94% 1.96% 2.73% 2.49% 1.81% 2.08% 1.13% 0.01%
2025/04/29 2.99% 4.11% 2.42% 2.16% 2.78% 2.33% 1.88% 2.16% 1.16% 0.01%
2025/04/30 3.91% 3.7% 2.24% 2.19% 2.13% 2.11% 2.05% 1.88% 1.65% 0.01%

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April saw dynamic shifts in PPC impressions. Shein’s dominance waned dramatically, while Gap and Lululemon experienced steady growth. By month’s end, Gap surged, closing at 3.91, while Shein plummeted to 0.01.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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.

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  1. 1
    BIRKENSTOCK® Official Website https://www.birkenstock.com

    Iconic & Classic Designs — Explore the BIRKENSTOCK Seasonal Collection. Free Shipping for Members. Shop New Styles.

  2. 2
    Foot Locker https://www.footlocker.com

    Official Site — Xclusive access to drops. FLX Cash to unlock savings. Free shipping & returns + more! Shop Foot Locker and receive free shipping on orders $99+. Sneakers, apparel & more!

  3. 3
    Macy's Official Site | Get More For Less At Macy's https://www.macys.com

    Make Macy's Your One-Stop Destination For the Latest Fashion Products, Cosmetics & More. Get Your Must-Haves At Macy's. From The Latest...

  4. 4
    Nike® Official Site https://www.nike.com › shop › nike

    Shop Nike® Online — Shop exclusive new styles crafted with the latest Nike® technology & innovations now. Gear up with new shoes & clothes designed for performance & comfort. Shop Nike® now.

  5. 5
    Victoria's Secret https://www.victoriassecret.com

    Shop The Official Site — Your Favorite Look Is Here & Waiting For You. Shop Bras, Panties & More. Something For Every Mood Or Outfit, We've Got You Covered. Brands We Love.

Copyright © Adthena. All rights reserved.

In the competitive world of Google PPC, top advertisers like Birkenstock, Foot Locker, Macy’s, Nike, and Victoria’s Secret captivate audiences with unique propositions. From Birkenstock’s iconic designs and free shipping to Foot Locker’s exclusive drops and FLX Cash, each ad tells a story of value and exclusivity. Macy’s offers a one-stop fashion destination, while Nike emphasizes innovation and performance. Victoria’s Secret promises variety for every mood, ensuring a personalized shopping experience.

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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.

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