US Retail Apparel & Accessories - PPC Market Share Analysis November 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.

Google AI Overview visibility for Retail Apparel & Accessories US

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

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AIO Frequency

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

Frequency	Percentage
Frequency	3.64000399944
	96.3599960006

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	39
	61

39%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	21%
Transactional	13%
Navigational	2%
Seasonal	4%
Local	1%
Problem Solving	5%

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

Share of Clicks - Last month
Domain	Share of clicks
lululemon.com	9.76
fashionnova.com	3.73
nike.com	2.79
macys.com	2.6
victoriassecret.com	2.3
coachoutlet.com	1.84
shein.com	1.75
michaelkors.com	1.61
amazon.com	1.54
ugg.com	1.49
others	70.59

lululemon.com - 9.76%
fashionnova.com - 3.73%
nike.com - 2.79%
macys.com - 2.6%
victoriassecret.com - 2.3%
coachoutlet.com - 1.84%
shein.com - 1.75%
michaelkors.com - 1.61%
amazon.com - 1.54%
ugg.com - 1.49%
others - 70.59%

Lululemon leads with 9.76% click share, followed by Fashion Nova at 3.73%. Others dominate with 70.59%, overshadowing top brands.

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

Share of Spend - Last Month
Date	lululemon.com	macys.com	nike.com	victoriassecret.com	gap.com	coachoutlet.com	anthropologie.com	amazon.com	shein.com	coach.com
2025/11/01	8.52%	1.86%	2.53%	2.76%	0.95%	1.25%	1.48%	3.05%	2.7%	2.43%
2025/11/02	6.37%	1.8%	2.58%	2.13%	1.09%	1.54%	2.26%	3.77%	2.51%	2%
2025/11/03	8.19%	1.78%	2.4%	2.52%	1.31%	1.32%	0.94%	2.87%	1.99%	2%
2025/11/04	7.42%	1.88%	2.39%	1.29%	1.57%	2.27%	1.07%	2.18%	2.88%	2.49%
2025/11/05	8.57%	1.45%	2.38%	1.12%	1.24%	2.31%	2.03%	1.57%	3.41%	2.14%
2025/11/06	11.45%	1.91%	2.35%	1.75%	0.95%	2.02%	1.04%	2.04%	2.57%	3.51%
2025/11/07	8.96%	1.45%	2.08%	1.87%	1.44%	2.43%	2.76%	1.75%	2.21%	1.95%
2025/11/08	7.09%	1.17%	2.19%	1.84%	1.98%	1.91%	2.53%	2.13%	2.75%	2.85%
2025/11/09	8.38%	1.21%	1.87%	1.82%	1.39%	1.8%	0.75%	2.19%	2.26%	3.81%
2025/11/10	6.64%	1.15%	2.09%	2.48%	1.37%	1.82%	1.82%	1.64%	1.96%	2.44%
2025/11/11	8.81%	1.41%	2.13%	1.93%	1.59%	1.87%	1.31%	2.04%	1.91%	1.7%
2025/11/12	8.04%	1.41%	2.06%	2.09%	0.76%	2.03%	1.59%	2.09%	2.7%	3.05%
2025/11/13	6.43%	1.46%	1.94%	2.74%	1.44%	2.27%	2.51%	1.51%	3.39%	1.91%
2025/11/14	8.31%	1.85%	1.87%	2.38%	1.2%	2.38%	1.31%	1.38%	3.22%	1.81%
2025/11/15	6.9%	2.16%	2.06%	2.99%	1.65%	2.09%	0.93%	1.58%	3.12%	2.71%
2025/11/16	7.86%	2.18%	2.05%	2.75%	1.22%	1.97%	1.15%	2.22%	2.94%	1.65%
2025/11/17	6.72%	2.18%	2.6%	1.98%	1.51%	2.23%	1.56%	1.94%	2.51%	0.91%
2025/11/18	7.97%	2.43%	3.04%	2.24%	2.12%	1.97%	1.56%	1.41%	2.07%	1.56%
2025/11/19	9.92%	2.13%	3.29%	3.24%	2.22%	2.06%	1.52%	1.69%	2%	1.11%
2025/11/20	10.8%	2.47%	2.72%	2.51%	2.14%	1.93%	1.18%	2.19%	1.92%	1.1%
2025/11/21	10.48%	2.65%	2.32%	2.02%	1.58%	2.68%	1.41%	2.35%	2.22%	1.48%
2025/11/22	9.08%	2.6%	2.37%	2.31%	2.01%	2.29%	1.2%	2.79%	2.25%	0.81%
2025/11/23	10.37%	2.68%	2.84%	1.44%	2.19%	1.91%	1.07%	3.44%	2.06%	0.84%
2025/11/24	8.01%	2.66%	2.63%	2.24%	2.63%	2.45%	1.56%	3.07%	1.33%	0.92%
2025/11/25	8.51%	2.54%	2.59%	1.87%	2.9%	3.72%	1.6%	2.18%	1.63%	1.08%
2025/11/26	8.95%	2.31%	2.53%	2.06%	3.49%	2.61%	1.73%	1.63%	1.2%	1.59%
2025/11/27	10.11%	2.61%	3.11%	2.64%	2.29%	2.16%	1.33%	1.34%	0.99%	1.38%
2025/11/28	8.29%	3.5%	3.82%	2.22%	2.86%	2.71%	1.57%	3.18%	0.85%	2.42%
2025/11/29	7.61%	5.06%	5.41%	2.17%	2.76%	2.99%	1.43%	1.55%	0.92%	1.38%
2025/11/30	7.64%	5.14%	3.75%	2.56%	2.36%	2.29%	1.58%	1.55%	1.38%	1.13%

lululemon.com
macys.com
nike.com
victoriassecret.com
gap.com
coachoutlet.com
anthropologie.com
amazon.com
shein.com
coach.com

Lululemon’s PPC spend peaked mid-month at 11.45%, while Macy’s surged late, ending at 5.14%. Nike and Victoria’s Secret saw fluctuations, closing at 3.75% and 2.56%, respectively.

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

Competitor Count - Last month
Date	Competitor Count
2025/11/01	7073
2025/11/02	7373
2025/11/03	7601
2025/11/04	7640
2025/11/05	7833
2025/11/06	6788
2025/11/07	7866
2025/11/08	7908
2025/11/09	7785
2025/11/10	7959
2025/11/11	7758
2025/11/12	7588
2025/11/13	7524
2025/11/14	7482
2025/11/15	7307
2025/11/16	7422
2025/11/17	7127
2025/11/18	6791
2025/11/19	6411
2025/11/20	6462
2025/11/21	6569
2025/11/22	6554
2025/11/23	6473
2025/11/24	6304
2025/11/25	6279
2025/11/26	5975
2025/11/27	5722
2025/11/28	5646
2025/11/29	5886
2025/11/30	5953

November began with 7,073 advertisers, peaking at 7,959 on the 10th. A decline followed, ending the month at 5,953.

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

Market Loss & Market Gains - Last month
Name	Market Trend
macys.com	1.09%
nike.com	0.99%
fashionnova.com	0.87%
urbanoutfitters.com	0.64%
lululemon.com	0.53%
kohls.com	-0.31%
walmart.com	-0.4%
oldnavy.gap.com	-0.6%
coach.com	-0.71%
shein.com	-0.85%

Nike.com and Macys.com lead with click share gains, while Shein.com and Coach.com face declines.

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	lululemon.com	macys.com	gap.com	coachoutlet.com	nike.com	gapfactory.com	amazon.com	shein.com	michaelkors.com	fashionnova.com
2025/11/01	7.35%	1.85%	1.21%	1.62%	2.08%	1.72%	3.34%	3.51%	1.01%	2.93%
2025/11/02	4.74%	1.85%	1.4%	1.9%	2.14%	1.36%	4.11%	3.33%	1.23%	1.43%
2025/11/03	7.26%	1.66%	2.4%	1.68%	1.89%	1.41%	2.9%	2.5%	1.48%	3.31%
2025/11/04	5.34%	1.82%	2.51%	2.72%	1.94%	1.18%	2.28%	3.68%	1.7%	1.7%
2025/11/05	7.52%	1.28%	1.78%	2.67%	1.83%	1.16%	1.58%	4.34%	2.09%	1.57%
2025/11/06	8.65%	1.83%	1.06%	2.38%	1.84%	1.12%	2.37%	3.56%	1.73%	2.45%
2025/11/07	7.72%	1.42%	1.63%	2.91%	1.6%	1.2%	1.75%	2.83%	2.01%	1.24%
2025/11/08	6.61%	1.08%	3.27%	2.31%	1.58%	1.1%	2.21%	3.41%	1.82%	1.39%
2025/11/09	6.96%	1.12%	1.52%	2.29%	1.44%	0.92%	2.33%	2.85%	1.69%	1.04%
2025/11/10	6.09%	1.13%	1.8%	2.29%	1.51%	0.96%	1.61%	2.42%	2.19%	1.52%
2025/11/11	7.5%	1.31%	2.68%	2.23%	1.56%	1.02%	2.05%	2.5%	2.28%	2.11%
2025/11/12	6.41%	1.4%	1.01%	2.51%	1.56%	1.1%	2.24%	3.72%	1.68%	1.46%
2025/11/13	4.59%	1.55%	2.65%	2.78%	1.51%	1.34%	1.64%	4.78%	1.38%	2.07%
2025/11/14	6.25%	1.82%	1.2%	2.87%	1.46%	1.3%	1.49%	4.56%	1.33%	1.56%
2025/11/15	5.51%	2.15%	2.96%	2.64%	1.62%	1.22%	1.69%	4.22%	1.19%	1.91%
2025/11/16	6.19%	2.21%	1.5%	2.59%	1.6%	1.22%	2.39%	3.85%	1.54%	1.29%
2025/11/17	5.63%	2.35%	1.3%	2.93%	2.04%	1.27%	2%	3.47%	1.5%	3.19%
2025/11/18	6%	2.5%	1.83%	2.61%	2.56%	2.11%	1.64%	2.85%	1.5%	3.7%
2025/11/19	7.77%	2.51%	1.8%	2.61%	2.94%	2.27%	2%	2.86%	1.45%	1.21%
2025/11/20	8.9%	2.71%	1.78%	2.48%	2.28%	1.88%	2.46%	2.62%	1.51%	1.19%
2025/11/21	9.2%	2.87%	1.53%	3.14%	1.88%	1.82%	2.75%	2.94%	1.72%	1.79%
2025/11/22	7.86%	2.96%	1.61%	3.11%	2%	1.8%	3.21%	3.05%	1.41%	1.38%
2025/11/23	8.33%	3%	1.99%	2.51%	2.39%	1.58%	3.9%	2.72%	1.27%	2.13%
2025/11/24	6.11%	2.86%	2.35%	3.2%	2.21%	1.56%	3.57%	1.74%	1.47%	1.88%
2025/11/25	7.13%	2.77%	3.4%	4.5%	2.15%	1.55%	2.45%	2.17%	2%	1.46%
2025/11/26	7.21%	2.58%	4.52%	3.45%	1.97%	1.32%	1.93%	1.58%	1.2%	4.85%
2025/11/27	8.87%	2.84%	2.35%	2.97%	2.4%	1.33%	1.64%	1.29%	1.24%	1.43%
2025/11/28	6.96%	4.08%	2.61%	3.64%	3.06%	1.36%	3.75%	1.14%	1.24%	1.28%
2025/11/29	6.62%	5.7%	3.07%	3.78%	4.4%	1.65%	1.87%	1.21%	1.2%	1.43%
2025/11/30	6.46%	5.75%	3.07%	2.96%	2.86%	2.12%	1.86%	1.78%	1.27%	1.2%

lululemon.com
macys.com
gap.com
coachoutlet.com
nike.com
gapfactory.com
amazon.com
shein.com
michaelkors.com
fashionnova.com

In November 2025, lululemon.com led with fluctuating impressions, peaking mid-month. macys.com and gap.com showed steady growth, while coachoutlet.com and nike.com had consistent gains. amazon.com and shein.com experienced volatility, ending with moderate shares.

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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Google Text Ad Copy Insights & Creative Trends for US Retail Apparel & Accessories - Last month

1
Affordable Women's Clothing | Fashion Nova https://www.fashionnova.com
Fashion Nova is the top online fashion store for women. Shop sexy club dresses, jeans, shoes, bodysuits, skirts and more. Affordable fashion online
2
Macy's Official Site | Macy's Black Friday Sale https://www.macys.com
Shop Shoes, Jewelry & More At Macy's. Find Great Deals & A Large Selection Online Today.
3
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. Live Support Available.
4
Nordstrom Rack® Official Site | Shop Online Today https://www.nordstromrack.com
Discover Your Favorite Brands & Shop Tops, Pants, Outerwear, Dresses, Shoes & More! New Arrivals in Apparel & Accessories. Enjoy Up to 70% Off.
5
Old Navy® Official Site https://oldnavy.gap.com › shop › old_navy
Everyday Low Prices — Sign In Or Join Navyist Rewards Today For Exclusive Free Shipping On All Orders $50+. Say Hi To New Fits & Fabrics. Shop Old Navy® Clothes In A...

Fashion Nova captivates with affordability and trendy styles, while Macy’s entices with Black Friday deals. Nike emphasizes innovation and performance, Nordstrom Rack offers up to 70% off on top brands, and Old Navy highlights everyday low prices and exclusive rewards.

Frequently Asked Questions

Why is the US Retail Apparel & Accessories November 2025 Report useful and how should I use it?

Why is the US Retail Apparel & Accessories November 2025 Report useful?

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 US Retail Apparel & Accessories November 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the US Retail Apparel & Accessories November 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the US Retail Apparel & Accessories November 2025 Report?

The US Retail Apparel & Accessories November 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The US Retail Apparel & Accessories November 2025 Report aggregates data from across both device types and Google Shopping.
Who is this US Retail Apparel & Accessories November 2025 Report for?

The US Retail Apparel & Accessories November 2025 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.
Can I get a custom report for my brand?

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

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

PPC Case Study: Capital on Tap doubles PMax conversions and cuts CPL by 37%

Capital on Tap partnered with Adthena to streamline their paid search efforts, driving measurable improvements in efficiency, spend optimization, and brand protection.

The results showcase how strategic automation and search intelligence deliver real business impact.Read case study

PPC case study: How Serotonin x Assos achieved 6-figure growth & brand protection

In this PPC case study, Serotonin x Assos generated six figures in additional revenue by leveraging Adthena's brand protection solution.

Adthena identified over 108,000 trademark infringements, empowering the company to safeguard its brand equity and stay ahead of competitors.Read case study

Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

In today's volatile economic landscape, businesses face unprecedented challenges in justifying their marketing expenditures. While maximizing PPC performance and ensuring that every dollar spent delivers results, adopting a data-driven approach is imperative.

Paid search advertising, a cornerstone of digital marketing strategies, is no longer immune to these budget cuts. As companies grapple with rising redundancies and shifting consumer behaviors, advertising teams are pressured to do more with less.Read case study

Get the full picture

See this data specific to your brand performance

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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Apparel & Accessories – US

Google AI Overview visibility for Retail Apparel & Accessories US

AIO Frequency

Complex Query Frequency

Search Intent Distribution

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

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

Competitor Count for US Retail Apparel & Accessories

Market Loss & Market Gains for US Retail Apparel & Accessories

US Retail Apparel & Accessories Share of Impressions

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

Frequently Asked Questions

Why is the US Retail Apparel & Accessories November 2025 Report useful and how should I use it?

Why is the US Retail Apparel & Accessories November 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Retail Apparel & Accessories November 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Retail Apparel & Accessories November 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

PPC Case Study: Capital on Tap doubles PMax conversions and cuts CPL by 37%

PPC case study: How Serotonin x Assos achieved 6-figure growth & brand protection

Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

Get the full picture

See this data specific to your brand performance

Related reports

UK Apparel & Accessories

AUS Apparel & Accessories