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US Retail Apparel & Accessories - PPC Market Share Analysis May 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 6.87
fashionnova.com 4.85
nike.com 3.88
birkenstock.com 2.1
amazon.com 1.79
oldnavy.gap.com 1.69
urbanoutfitters.com 1.63
gapfactory.com 1.52
victoriassecret.com 1.41
shein.com 1.34
others 72.92

Copyright © Adthena. All rights reserved.

Lululemon leads with 6.87% click share, followed by Fashion Nova at 4.85%. Nike captures 3.88%, while ‘others’ dominate with 72.92%.

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 shein.com nike.com coach.com gap.com macys.com crocs.com oldnavy.gap.com amazon.com fashionnova.com
2025/05/01 5.23% 0.02% 2.35% 1.13% 2.22% 1.62% 0.75% 1.26% 1.65% 2.09%
2025/05/02 4.75% 0.02% 3.92% 1.91% 1.93% 2.09% 1.6% 1.28% 1.69% 1.72%
2025/05/03 4.76% 0.02% 4.02% 1.43% 2.03% 1.95% 2.13% 1.24% 1.91% 2.25%
2025/05/04 5.04% 0.03% 3.45% 1.28% 1.87% 2.21% 2% 1.29% 2.29% 2.06%
2025/05/05 5.38% 0.02% 4.33% 1.56% 2.26% 1.56% 1.3% 1.4% 2.06% 2.03%
2025/05/06 4.92% 0.02% 3.6% 1.89% 1.37% 1.46% 2.43% 1.31% 2.34% 1.92%
2025/05/07 4.53% 0.01% 3.58% 1.78% 1.81% 1.37% 1.59% 1.06% 2.51% 1.85%
2025/05/08 4.25% 0.01% 3.24% 1.65% 1.97% 1.04% 2.51% 1.49% 2.62% 1.89%
2025/05/09 4.32% 0.01% 4.15% 1.61% 2.06% 1.36% 2.02% 1.74% 2.37% 1.96%
2025/05/10 4.77% 0.01% 4.33% 1.44% 1.94% 1.36% 1.47% 1.61% 2.55% 2.13%
2025/05/11 4.13% 0.02% 3.72% 1.24% 2.05% 1.37% 1.32% 1.58% 2.61% 1.89%
2025/05/12 4.58% 0.03% 3.69% 1.69% 2.51% 1.29% 1.45% 1.65% 2.83% 1.65%
2025/05/13 4.95% 0.04% 3.99% 1.59% 2.04% 1.19% 1.32% 1.38% 3.17% 2.02%
2025/05/14 4.92% 0.03% 3.96% 2.93% 2.36% 1.47% 1.23% 1.34% 3.24% 2.41%
2025/05/15 4.29% 0.84% 3.78% 3.74% 2.36% 1.35% 1.79% 0.87% 2.97% 2.33%
2025/05/16 4.8% 1.47% 4.07% 3.04% 2.36% 1.46% 1.19% 1.52% 2.45% 2.07%
2025/05/17 4.52% 1.32% 4.51% 3.25% 1.82% 1.45% 1.33% 0.9% 2.8% 2.18%
2025/05/18 4.78% 1.63% 4.24% 3.13% 2.46% 1.43% 2.17% 1.83% 3.06% 2.1%
2025/05/19 5.11% 2.35% 4.73% 2.85% 2.41% 1.26% 0.9% 1.24% 2.38% 1.67%
2025/05/20 5.29% 3.52% 4.52% 3.01% 2.37% 1.2% 0.82% 1.74% 2% 1.56%
2025/05/21 5.61% 3.45% 4.92% 2.06% 2.54% 1.26% 1.92% 2.1% 1.42% 1.53%
2025/05/22 5.13% 4.01% 5.18% 2.29% 2.14% 1.15% 2% 1.36% 1.22% 0.89%
2025/05/23 5.79% 3.37% 4.82% 2.65% 2.24% 1.18% 2.79% 1.36% 1% 1.59%
2025/05/24 5.62% 3.3% 4.47% 2.54% 2.41% 1.37% 2.17% 1.59% 0.98% 0.91%
2025/05/25 5.52% 3.93% 4.71% 2.19% 1.95% 1.48% 2.19% 1.33% 0.9% 1.55%
2025/05/26 5.28% 3.5% 4.59% 2.59% 1.96% 1.53% 2.26% 1.06% 0.84% 1.38%
2025/05/27 5.32% 4.02% 4.19% 2.38% 1.84% 1.32% 1.98% 1.33% 0.92% 1.31%
2025/05/28 5.91% 4.45% 4.04% 3.26% 1.63% 1.27% 2.28% 1.13% 1.06% 0.69%
2025/05/29 5.23% 4.19% 5% 2.6% 1.22% 1.31% 1.73% 1.58% 0.99% 1.45%
2025/05/30 6.76% 4.74% 5.04% 3.83% 1.6% 1.35% 1.71% 1.47% 1.06% 1.13%
2025/05/31 6.34% 5.56% 4.25% 3.79% 1.79% 1.44% 1.41% 1.22% 1.16% 0.54%

Copyright © Adthena. All rights reserved.

Lululemon’s spend share surged, peaking at 6.76% on May 30. Shein’s share rose steadily, ending at 5.56%. Nike maintained a stable presence, while Coach and Crocs showed fluctuations. Amazon’s share declined, finishing at 1.16%.

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
2025/05/01 9580
2025/05/02 9811
2025/05/03 9860
2025/05/04 9792
2025/05/05 9530
2025/05/06 9634
2025/05/07 9990
2025/05/08 10031
2025/05/09 9857
2025/05/10 9869
2025/05/11 10103
2025/05/12 10004
2025/05/13 10057
2025/05/14 10150
2025/05/15 10098
2025/05/16 9946
2025/05/17 10033
2025/05/18 10009
2025/05/19 10089
2025/05/20 9846
2025/05/21 9797
2025/05/22 9971
2025/05/23 9563
2025/05/24 9598
2025/05/25 9583
2025/05/26 9392
2025/05/27 9514
2025/05/28 9435
2025/05/29 9623
2025/05/30 9248
2025/05/31 9311

Copyright © Adthena. All rights reserved.

May began with 9,580 advertisers, peaking at 10,150 mid-month. A decline followed, ending at 9,311.

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
shein.com 2.61%
lululemon.com 0.98%
nike.com 0.68%
coach.com 0.33%
aeropostale.com 0.32%
lulus.com -0.27%
louisvuitton.com -0.37%
victoriassecret.com -0.4%
amazon.com -1.1%
fashionnova.com -1.67%

Copyright © Adthena. All rights reserved.

Shein.com surged with a 2.61% click share increase, while fashionnova.com dropped by 1.67%. Lululemon.com and nike.com also saw positive gains, contrasting with declines for amazon.com and victoriassecret.com.

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 shein.com lululemon.com gap.com nike.com amazon.com coachoutlet.com gapfactory.com dickssportinggoods.com fashionnova.com lulus.com
2025/05/01 0.01% 4.41% 3.06% 2.1% 2.13% 2.15% 2.21% 1.24% 2.88% 1.84%
2025/05/02 0.01% 4.14% 2.97% 2.28% 2.3% 1.97% 2.61% 1.37% 2.47% 1.58%
2025/05/03 0.01% 4.09% 3.08% 2.34% 2.61% 2.04% 2.19% 1.16% 3.22% 1.32%
2025/05/04 0.01% 4.26% 2.86% 2.4% 2.97% 2.09% 1.53% 1.24% 2.89% 1.21%
2025/05/05 0.01% 4.5% 3.45% 2.33% 2.79% 2.11% 1.52% 1.18% 2.86% 1.36%
2025/05/06 0.01% 4.25% 2.09% 2.2% 3.19% 1.84% 1.41% 1.12% 2.75% 1.31%
2025/05/07 0.01% 3.84% 2.75% 2.09% 3.41% 1.98% 1.32% 1.16% 2.59% 1.39%
2025/05/08 0.01% 3.66% 2.93% 2.09% 3.52% 2.13% 1.19% 1.46% 2.6% 1.36%
2025/05/09 0.01% 3.56% 3.12% 2.35% 3.24% 2.01% 0.99% 1.37% 2.74% 1.51%
2025/05/10 0.01% 4.04% 2.93% 2.47% 3.45% 2% 1.01% 1.54% 2.96% 1.48%
2025/05/11 0.01% 3.44% 3.01% 2.33% 3.45% 2.02% 1.51% 1.53% 2.57% 1.31%
2025/05/12 0.04% 3.89% 3.71% 2.46% 3.75% 2.17% 1.92% 1.42% 2.23% 1.58%
2025/05/13 0.03% 4.13% 3.13% 2.44% 4.22% 2.26% 1.46% 1.39% 2.74% 1.28%
2025/05/14 0.02% 4.11% 3.58% 2.36% 4.27% 1.84% 1.06% 1.45% 3.34% 1.58%
2025/05/15 1.08% 3.79% 3.54% 2.53% 3.97% 1.18% 1.28% 1.41% 3.28% 1.43%
2025/05/16 2% 4.09% 3.54% 2.54% 3.29% 1.02% 1.59% 1.24% 2.87% 1.36%
2025/05/17 1.85% 3.97% 2.7% 2.57% 3.79% 0.86% 1.4% 1.52% 3.05% 1.09%
2025/05/18 2.19% 3.95% 3.7% 2.47% 4.11% 0.95% 1.6% 1.51% 2.9% 0.96%
2025/05/19 3.15% 4.46% 3.48% 3% 3.12% 1% 1.28% 1.82% 2.25% 1.41%
2025/05/20 4.79% 4.6% 3.52% 2.81% 2.7% 1.23% 1.15% 1.6% 2.11% 1.48%
2025/05/21 5.03% 4.93% 4.02% 2.98% 1.99% 1.5% 1.37% 1.32% 2.17% 1.12%
2025/05/22 5.71% 4.5% 3.3% 3.18% 1.7% 1.74% 1.27% 1.35% 1.24% 1.09%
2025/05/23 5.02% 5.2% 3.7% 2.91% 1.42% 1.72% 1.28% 0.96% 2.28% 1.02%
2025/05/24 4.81% 4.91% 3.83% 2.59% 1.37% 1.7% 1.39% 0.86% 1.33% 0.64%
2025/05/25 5.68% 4.72% 3.06% 2.51% 1.26% 1.78% 1.31% 0.96% 2.16% 0.68%
2025/05/26 5.15% 4.56% 3.11% 2.74% 1.19% 1.57% 1.48% 1.02% 1.92% 1.06%
2025/05/27 5.68% 4.49% 2.84% 2.46% 1.27% 1.8% 1.44% 1.22% 1.81% 1.2%
2025/05/28 6.55% 4.96% 2.58% 2.45% 1.54% 2.04% 1.24% 1.27% 1.06% 0.81%
2025/05/29 6.12% 4.65% 1.91% 2.96% 1.44% 1.78% 1.22% 1.28% 2.1% 0.84%
2025/05/30 7.37% 6.09% 2.65% 2.98% 1.53% 1.3% 1.13% 1.17% 1.69% 0.79%
2025/05/31 8.44% 5.53% 2.84% 2.72% 1.65% 1.53% 1.21% 1.18% 0.82% 0.71%

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Shein’s impression share skyrocketed from 0.01% to 8.44% in May, overtaking Lululemon’s steady 4-6% range. Amazon’s share declined from 3.19% to 1.65%, while Nike maintained around 2-3%. Coach Outlet and Gap Factory saw fluctuations, ending at 1.53% and 1.21%, respectively.

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
    Foot Locker - Official Site https://www.footlocker.com

    What you need this summer: shorts, tees, sneakers & more from all your favorite brands. Xclusive access to drops. FLX Cash to unlock savings. Free shipping & returns + more!

  2. 2
    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 Fashions To Home Decor, Shop Great Deals!

  3. 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.

  4. 4
    Old Navy® Official Site https://oldnavy.gap.com › shop › old_navy

    Shop New Arrivals — Say Hi To New Fits & Fabrics. Shop Old Navy® Clothes In A Variety Of Styles Today. Sign In Or Join Navyist Rewards Today For Exclusive Free...

  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 Foot Locker, Macy’s, Nike, Old Navy, and Victoria’s Secret captivate audiences with enticing offers. Themes of exclusivity, savings, and variety dominate, with each brand highlighting unique selling propositions like FLX Cash, latest fashion, Nike technology, and Navyist Rewards.

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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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