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UK Retail Apparel & Accessories - PPC Market Share Analysis December 2024

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.

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.

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Share of Clicks - Last month
Domain Share of clicks
pandora.net 1.72
next.co.uk 2.04
schuh.co.uk 2.06
mandmdirect.com 2.18
asos.com 2.26
nike.com 2.62
marksandspencer.com 2.77
jdsports.co.uk 3.24
shein.co.uk 4.49
amazon.co.uk 4.78
others 71.84

Copyright © Adthena. All rights reserved.

In the latest month, Amazon.co.uk led with a 4.78% click share, closely followed by Shein.co.uk at 4.49%. JD Sports and Marks & Spencer trailed behind, while ‘others’ dominated with a significant 71.84% share, highlighting diverse competition.

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. 

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Share of Spend - Last Month
Date shein.co.uk amazon.co.uk jdsports.co.uk nike.com ralphlauren.co.uk next.co.uk asos.com schuh.co.uk mandmdirect.com marksandspencer.com
2024/12/01 3.32% 3.59% 1.82% 3.7% 1.33% 0.94% 1% 2.54% 2.25% 1.33%
2024/12/02 3.19% 3.23% 2.09% 3.36% 1.44% 0.8% 1.33% 2.89% 2.11% 1.28%
2024/12/03 4.06% 1.92% 2.12% 3.77% 1.01% 1.49% 2.17% 2.46% 2.33% 2.1%
2024/12/04 3.89% 2.09% 2.09% 3.29% 1.52% 1.64% 1.76% 2.01% 2.18% 1.47%
2024/12/05 4.18% 2.36% 2.23% 2.78% 1.23% 1.75% 1.11% 1.8% 2.35% 1.89%
2024/12/06 4.18% 2.23% 2.54% 2.07% 1.51% 1.6% 0.89% 1.67% 2.16% 1.91%
2024/12/07 4.16% 2.14% 2.72% 2.26% 1.51% 1.35% 1.34% 1.9% 2.38% 1.83%
2024/12/08 3.89% 2.21% 2.59% 2.25% 1.53% 1.63% 1.26% 1.91% 2.72% 2.09%
2024/12/09 4.09% 2.97% 3.01% 1.8% 1.52% 1.79% 1.85% 1.86% 2.42% 1.68%
2024/12/10 3.52% 3.36% 2.93% 1.66% 1.32% 1.53% 1.43% 1.75% 2.6% 1.63%
2024/12/11 2.48% 4.14% 3.02% 1.84% 0.99% 0.99% 2.23% 1.82% 2.58% 1.27%
2024/12/12 2.68% 4.58% 3.04% 1.81% 1.07% 0.75% 2.41% 1.76% 2.33% 1.29%
2024/12/13 2.24% 5.03% 2.98% 1.79% 1.14% 1.27% 1.82% 1.7% 2.14% 1.31%
2024/12/14 2.86% 4.93% 3.03% 1.78% 1.3% 1.87% 2.01% 1.68% 2.17% 1.34%
2024/12/15 2.01% 5.47% 2.52% 1.81% 1.36% 1.35% 1.99% 1.78% 2.15% 1.47%
2024/12/16 1.74% 5.37% 2.72% 1.54% 1.51% 1.69% 1.64% 2.12% 2.33% 1.59%
2024/12/17 1.91% 4.56% 3.22% 1.54% 1.69% 2.26% 1.68% 2.32% 2.45% 1.31%
2024/12/18 1.87% 4.53% 3.36% 1.43% 2.02% 2.26% 2.67% 2.74% 2.47% 0.84%
2024/12/19 2.02% 4.89% 3.22% 1.59% 1.42% 2.2% 1.87% 2.47% 2.45% 1.08%
2024/12/20 2.3% 4.29% 1.98% 1.89% 1.63% 1.7% 1.73% 2.85% 2.75% 1.24%
2024/12/21 3.03% 4.45% 2.04% 2.02% 1.86% 2.11% 2.17% 2.67% 2.65% 1.25%
2024/12/22 3.03% 4.24% 1.49% 2.17% 1.66% 1.95% 3.41% 2.72% 2.15% 1.18%
2024/12/23 3.46% 6.33% 0.85% 2.06% 1.62% 1.58% 3.03% 2.09% 1.6% 1.18%
2024/12/24 4.02% 4.91% 1.19% 2.07% 1.93% 1.38% 2.37% 1.43% 1.09% 0.93%
2024/12/25 5.2% 2.47% 3.92% 1.8% 1.82% 1.45% 2.4% 1.64% 0.89% 1.01%
2024/12/26 5.33% 3.03% 4.58% 1.64% 1.86% 0.72% 3.1% 1.91% 0.5% 1.52%
2024/12/27 6.61% 4.81% 2.86% 1.88% 1.84% 1.21% 2.75% 2.09% 0.7% 1.81%
2024/12/28 6.74% 4.79% 2.99% 1.87% 1.58% 1.07% 1.8% 1.62% 0.92% 1.26%
2024/12/29 4.94% 4.94% 2.72% 2.6% 1.22% 1.28% 0.91% 1.49% 1.33% 1.28%
2024/12/30 5.02% 5.81% 2.82% 2.79% 1.81% 1.88% 0.99% 1.49% 1.34% 1.4%
2024/12/31 4.72% 3.63% 3% 2.7% 2.38% 2.13% 1.57% 1.55% 1.54% 1.26%

Copyright © Adthena. All rights reserved.

December saw dynamic shifts in PPC spend share. Shein.co.uk started strong, dipped mid-month, then surged to 6.74% on December 28. Amazon.co.uk fluctuated, peaking at 6.33% on December 23. JD Sports and Nike experienced mid-month declines, while Ralph Lauren and Next showed steady growth. Asos and Schuh had varied trends, with MandM Direct and Marks & Spencer maintaining lower shares. The month concluded with Shein leading, followed by Amazon.

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. 

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Competitor Count - Last month
Date Competitor Count
2024/12/01 11243
2024/12/02 11286
2024/12/03 11488
2024/12/04 11788
2024/12/05 11921
2024/12/06 11792
2024/12/07 11980
2024/12/08 11949
2024/12/09 11871
2024/12/10 12005
2024/12/11 11998
2024/12/12 25666
2024/12/13 26309
2024/12/14 26712
2024/12/15 27442
2024/12/16 25336
2024/12/17 20557
2024/12/18 20329
2024/12/19 20334
2024/12/20 19395
2024/12/21 17663
2024/12/22 16345
2024/12/23 13653
2024/12/24 11847
2024/12/25 12064
2024/12/26 11922
2024/12/27 11839
2024/12/28 11562
2024/12/29 11468
2024/12/30 11521
2024/12/31 11468

Copyright © Adthena. All rights reserved.

December began with 11,243 advertisers, peaking mid-month at 27,442. A decline followed, ending at 11,468.

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.

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Market Loss & Market Gains - Last month
Name Market Trend
tkmaxx.com 0.87%
shein.co.uk 0.86%
bbcicecream.eu 0.62%
asos.com 0.48%
drmartens.com 0.38%
calvinklein.co.uk -0.29%
mandmdirect.com -0.46%
zara.com -0.54%
gucci.com -0.7%
marksandspencer.com -0.83%

Copyright © Adthena. All rights reserved.

In the past month, tkmaxx.com and shein.co.uk surged with click share increases of 0.87 and 0.86, respectively. Conversely, marksandspencer.com and gucci.com faced declines of -0.83 and -0.7.

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.

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Date shein.co.uk amazon.co.uk jdsports.co.uk next.co.uk debenhams.com schuh.co.uk mandmdirect.com nike.com asos.com marksandspencer.com
2024/12/01 3.36% 4.4% 1.98% 0.96% 1.47% 3% 2.87% 2.46% 1.13% 1.58%
2024/12/02 3.35% 4.22% 2.05% 0.81% 1.5% 3.47% 2.73% 2.23% 1.56% 1.48%
2024/12/03 4.38% 2.39% 2.36% 1.45% 1.72% 2.98% 3.03% 2.43% 2.75% 2.37%
2024/12/04 4.22% 2.54% 2.19% 1.69% 1.94% 2.46% 2.82% 2.2% 2.18% 1.71%
2024/12/05 4.33% 2.93% 2.5% 1.76% 1.92% 2.16% 3% 1.83% 1.28% 2.2%
2024/12/06 4.56% 2.7% 2.76% 1.6% 1.92% 1.97% 2.72% 1.36% 0.95% 2.22%
2024/12/07 4.18% 2.67% 2.81% 1.4% 2.54% 2.25% 2.99% 1.53% 1.53% 2.17%
2024/12/08 3.91% 2.71% 2.78% 1.69% 2.72% 2.3% 3.41% 1.49% 1.5% 2.44%
2024/12/09 3.88% 3.65% 3.21% 1.94% 2.21% 2.24% 3.08% 1.24% 2.16% 2%
2024/12/10 3.75% 4.06% 3.15% 1.52% 1.39% 2.06% 3.34% 1.1% 1.67% 1.81%
2024/12/11 2.3% 5.17% 3.12% 0.9% 1.18% 2.16% 3.38% 1.2% 2.64% 1.3%
2024/12/12 2.37% 5.48% 3.02% 0.67% 1.37% 2.04% 2.95% 1.13% 2.88% 1.36%
2024/12/13 2.11% 6.34% 2.99% 1.26% 1.35% 1.99% 2.69% 1.14% 2.12% 1.39%
2024/12/14 2.18% 6.11% 3% 1.93% 1.46% 1.95% 2.79% 1.15% 2.22% 1.48%
2024/12/15 1.84% 6.69% 2.51% 1.39% 1.46% 2.06% 2.7% 1.18% 2.3% 1.61%
2024/12/16 1.45% 6.57% 2.75% 1.77% 1.57% 2.49% 2.94% 1.02% 2.04% 1.76%
2024/12/17 1.79% 5.51% 3.14% 2.47% 1.67% 2.81% 3.19% 1.04% 1.95% 1.48%
2024/12/18 1.68% 5.54% 3.31% 2.53% 1.42% 3.25% 3.21% 1.01% 3.31% 0.99%
2024/12/19 1.87% 6.09% 3.2% 2.43% 1.56% 3.03% 3.27% 1.11% 2.21% 1.17%
2024/12/20 2.2% 5.2% 1.95% 1.91% 1.77% 3.44% 3.57% 1.3% 1.91% 1.39%
2024/12/21 2.68% 5.41% 2.02% 2.41% 2.02% 3.23% 3.49% 1.4% 2.5% 1.43%
2024/12/22 2.97% 5.14% 1.36% 2.26% 1.54% 3.36% 2.9% 1.51% 4.31% 1.38%
2024/12/23 3.28% 7.33% 0.84% 1.8% 1.61% 2.57% 2.12% 1.43% 3.9% 1.36%
2024/12/24 3.96% 5.82% 1.32% 1.55% 1.22% 1.81% 1.5% 1.45% 2.83% 1.11%
2024/12/25 5.07% 2.98% 3.78% 1.63% 1.52% 2.02% 1.19% 1.28% 2.86% 1.17%
2024/12/26 5.72% 3.6% 4.89% 0.81% 1.75% 2.38% 0.65% 1.14% 3.7% 1.83%
2024/12/27 7.33% 5.62% 2.5% 1.3% 1.68% 2.56% 0.89% 1.27% 3.28% 2.12%
2024/12/28 7.3% 5.68% 3.1% 1.17% 1.92% 1.99% 1.14% 1.29% 1.96% 1.49%
2024/12/29 5.26% 6.01% 2.84% 1.44% 2.69% 1.88% 1.7% 1.75% 0.9% 1.51%
2024/12/30 5.36% 7.06% 2.94% 2.13% 2.38% 1.85% 1.68% 1.88% 1.03% 1.62%
2024/12/31 4.66% 4.46% 3.21% 2.49% 2.19% 1.97% 1.92% 1.89% 1.68% 1.5%

Copyright © Adthena. All rights reserved.

In December 2024, Shein’s impression share began at 3.36%, dipped mid-month, then surged to 7.33% by the 27th. Amazon started at 4.4%, peaked at 7.33% on the 23rd, and ended at 4.46%. JD Sports saw fluctuations, peaking at 4.89% on the 26th. Next’s share rose steadily, closing at 2.49%. Debenhams experienced a steady rise, peaking at 2.69% on the 29th. Schuh’s share fluctuated, peaking at 3.44% on the 20th. MandM Direct’s share declined, ending at 1.92%. Nike’s share remained low, closing at 1.89%. ASOS saw a peak of 4.31% on the 22nd, ending at 1.68%. Marks & Spencer’s share fluctuated, closing at 1.5%. The month concluded with Shein and Amazon leading the impression share.

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.

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  1. 1
    Shop Amazon UK | Amazon.co.uk® Official Site https://www.amazon.co.uk/

    Browse & Discover Thousands of products. Read Customer Reviews and Find Best Sellers. Shop on Our Official Site and Save Money. Free UK Delivery on Eligible Orders! Shop Today's Deals. Prime Exclusive Deals.

  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
    Etsy | Official Site https://www.etsy.com › official-site

    Buy Directly From Someone Who Put Their Heart And Soul Into Making Something Special. Find Things You'll Love. Buy Directly From Makers. Only...

  4. 4
    SHEIN Official Site | Free Shipping https://www.shein.co.uk

    SHEIN Offers Clothes to Fit Your Style Needs. Free Shipping Available. Shop Online Today. With So Many Styles, Show off your unique style. Get £3...

  5. 5
    Original Sheepskin Boots - The Big Sale Up to 80% is On https://www.uggoriginals.com.au

    Shop Form our Wide Range of Sheepskin Boots, Slippers, Scuffs! Buy Now & Get Up To 80% Off

Copyright © Adthena. All rights reserved.

In the bustling world of Google PPC, Amazon.co.uk leads with its promise of savings and free delivery, enticing shoppers with a vast product range. Boots.com captures the festive spirit with timely Christmas offers, while Designerwear.co.uk and New Look highlight fashion sales. Etsy.com charms with unique, heartfelt creations, contrasting with MandMDirect’s big brand discounts. Shein.co.uk and Sports Direct emphasize style and sports, respectively, while UggOriginals.com.au tempts with deep discounts on cozy footwear. Each ad weaves a narrative of value, urgency, and exclusivity, drawing consumers into their unique shopping experiences.

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