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US 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 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
llbean.com 1.62
shein.com 1.79
macys.com 1.87
jcpenney.com 1.98
kohls.com 2.01
nike.com 2.22
amazon.com 2.88
fashionnova.com 3.2
lululemon.com 4.17
gap.com 4.58
others 73.68

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In the apparel and accessories sector, ‘others’ dominate with 73.68% click share, while Gap leads top advertisers at 4.58%, followed by Lululemon at 4.17%.

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 amazon.com gap.com jcpenney.com fashionnova.com nike.com macys.com llbean.com kohls.com
2024/12/01 3.5% 3.69% 1.79% 2.1% 2.17% 1.5% 2.76% 3.09% 1.15% 2.01%
2024/12/02 2.63% 4.39% 2.73% 2.69% 2.09% 1.23% 2.37% 2.79% 1.4% 1.69%
2024/12/03 2.98% 0.94% 2.31% 2.54% 2.39% 1.36% 2.92% 3.74% 1.4% 1.6%
2024/12/04 3.61% 1.46% 2.58% 1.95% 2.14% 1.43% 2.49% 2.44% 0.95% 1.62%
2024/12/05 3.36% 4.25% 2.55% 1.83% 1.84% 1.09% 2.04% 2.24% 1.43% 1.35%
2024/12/06 3.47% 4.3% 2.14% 1.61% 1.78% 1.03% 1.63% 1.69% 1.41% 1.14%
2024/12/07 3.68% 5.68% 2.12% 1.31% 2% 1.12% 1.51% 1.8% 1.23% 1.78%
2024/12/08 4.07% 2.4% 2.25% 1.73% 2.34% 1.18% 1.67% 2.1% 1.19% 1.55%
2024/12/09 4.4% 3.8% 2.71% 1.27% 1.62% 0.97% 1.45% 1.53% 1.27% 1.16%
2024/12/10 4.54% 3.16% 2.38% 1.54% 1.53% 1.22% 1.3% 1.58% 1.36% 1.22%
2024/12/11 4.88% 5.03% 2.58% 1.91% 2.25% 0.78% 1.33% 2.06% 1.46% 0.94%
2024/12/12 4.32% 1.96% 2.79% 2.09% 1.96% 1.12% 1.81% 2.72% 1.43% 0.98%
2024/12/13 4.8% 4.02% 2.19% 2.13% 2.23% 1.29% 1.65% 2.37% 1.76% 1.31%
2024/12/14 4.32% 3.98% 2.03% 2.77% 1.84% 1.25% 1.75% 2.7% 1.92% 1.05%
2024/12/15 4.33% 1.7% 2.16% 2.8% 1.75% 1.36% 1.65% 2.68% 2.23% 1.4%
2024/12/16 4.55% 4.13% 2.12% 2.33% 1.46% 1.37% 1.42% 2.51% 2.04% 1.28%
2024/12/17 4.51% 3.55% 2.05% 1.64% 2.15% 1.44% 1.28% 2.58% 1.95% 1.1%
2024/12/18 4.55% 1.99% 2.34% 1.76% 1.75% 1.36% 1.38% 2.56% 1.87% 1.59%
2024/12/19 4.22% 2.38% 2.81% 1.47% 1.12% 1.31% 1.61% 2.25% 1.76% 1.38%
2024/12/20 4.44% 1.65% 2.6% 2.19% 1.33% 1.46% 1.29% 2.46% 1.64% 1.47%
2024/12/21 4.67% 4.05% 2.54% 1.66% 1.7% 1.59% 1.11% 2.46% 1.54% 1.13%
2024/12/22 5.02% 2.46% 3.09% 1.43% 1.29% 1.34% 0.84% 3.09% 0.97% 1.31%
2024/12/23 4.88% 1.96% 3.05% 1.66% 1.31% 1.77% 0.98% 2.73% 1.27% 1.06%
2024/12/24 5.37% 3.42% 2.7% 1.9% 0.79% 2.09% 0.98% 2.25% 1.1% 0.93%
2024/12/25 5.1% 4.99% 2.85% 2.31% 1.44% 1.7% 0.96% 1.77% 0.81% 1.04%
2024/12/26 5.76% 4% 3.34% 2.14% 1.47% 1.7% 1.27% 1.35% 0.83% 0.64%
2024/12/27 5.79% 1.84% 5.38% 2.36% 1.49% 1.24% 1.24% 1.49% 1.06% 0.68%
2024/12/28 5.68% 1.3% 4.92% 3.29% 0.62% 1.59% 1.23% 1.44% 0.86% 1.12%
2024/12/29 5.23% 3.17% 4.71% 3.07% 1.96% 1.59% 1.28% 1.41% 0.94% 0.57%
2024/12/30 4.39% 4.19% 4.22% 2.82% 1.35% 1.31% 1.57% 1.32% 0.99% 0.4%
2024/12/31 6.08% 4.64% 3.02% 2.47% 1.65% 1.48% 1.31% 1.08% 1.06% 0.51%

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Lululemon’s PPC spend share surged from 3.5% to 6.08% in December, leading the apparel sector.

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
2024/12/01 15321
2024/12/02 15209
2024/12/03 15307
2024/12/04 16381
2024/12/05 17272
2024/12/06 16800
2024/12/07 16406
2024/12/08 16411
2024/12/09 16416
2024/12/10 16387
2024/12/11 16475
2024/12/12 17103
2024/12/13 16622
2024/12/14 16098
2024/12/15 16014
2024/12/16 16205
2024/12/17 16397
2024/12/18 16720
2024/12/19 17280
2024/12/20 17407
2024/12/21 16978
2024/12/22 16917
2024/12/23 17359
2024/12/24 16559
2024/12/25 17344
2024/12/26 16884
2024/12/27 17027
2024/12/28 16223
2024/12/29 16436
2024/12/30 17025
2024/12/31 16184

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In December 2024, advertiser counts on Google’s SERP for PPC fluctuated, peaking at 17,407 on December 20 and dipping to 15,209 on December 2.

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
amazon.com 0.99%
lululemon.com 0.85%
fashionnova.com 0.51%
gap.com 0.37%
target.com 0.31%
saksfifthavenue.com -0.42%
converse.com -0.46%
jcpenney.com -0.56%
nike.com -0.75%
kohls.com -0.94%

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Amazon.com surged with a 0.99 gain, while Kohls.com plummeted by -0.94 in click share.

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 amazon.com gap.com lululemon.com fashionnova.com macys.com walmart.com nike.com target.com llbean.com kohls.com
2024/12/01 2.75% 2.96% 2.31% 2% 4.07% 0.87% 2.67% 1.02% 1.08% 2.39%
2024/12/02 3.96% 3.86% 1.81% 1.6% 3.54% 0.72% 2.23% 1.04% 1.32% 1.99%
2024/12/03 3.35% 3.48% 1.85% 1.77% 4.62% 0.8% 2.64% 1.06% 1.27% 1.58%
2024/12/04 3.56% 2.5% 2.21% 1.92% 3.14% 1.12% 2.38% 0.9% 0.78% 1.57%
2024/12/05 3.6% 2.57% 2.05% 1.45% 2.92% 1.09% 1.89% 0.87% 1.25% 1.83%
2024/12/06 3.04% 2.25% 2.17% 1.31% 2.25% 1.32% 1.58% 0.9% 1.23% 1.33%
2024/12/07 3.15% 1.89% 2.26% 1.43% 2.45% 1.13% 1.55% 1.05% 1.1% 2.29%
2024/12/08 3.18% 2.66% 2.4% 1.46% 2.82% 1.15% 1.61% 1.26% 1.03% 1.71%
2024/12/09 3.92% 1.67% 2.7% 1.23% 2.02% 1.03% 1.4% 1.18% 1.19% 1.66%
2024/12/10 3.35% 2.05% 3.05% 1.55% 2.06% 1.01% 1.18% 1.02% 1.26% 1.79%
2024/12/11 3.68% 3% 3.46% 0.96% 2.84% 1.18% 1.18% 1.12% 1.33% 1.31%
2024/12/12 3.89% 2.91% 3.01% 1.38% 3.59% 1.07% 1.71% 1.21% 1.34% 1.37%
2024/12/13 3.13% 3.28% 3.18% 1.62% 3.21% 0.9% 1.71% 1.01% 1.65% 1.41%
2024/12/14 2.89% 4.19% 2.95% 1.59% 3.69% 0.92% 1.7% 1.1% 1.83% 1.02%
2024/12/15 2.97% 4.01% 2.76% 1.65% 3.49% 0.91% 1.55% 1.12% 2.04% 1.8%
2024/12/16 2.98% 3.65% 3.02% 1.72% 3.38% 1.07% 1.43% 1.01% 1.95% 1.76%
2024/12/17 2.84% 2.43% 3.12% 1.93% 3.46% 1.26% 1.23% 0.9% 1.97% 1.28%
2024/12/18 3.19% 2.41% 3.24% 1.73% 3.37% 1.34% 1.27% 0.91% 1.82% 1.65%
2024/12/19 3.73% 2.15% 3.18% 1.69% 2.79% 1.53% 1.42% 1.37% 1.77% 1.64%
2024/12/20 3.43% 3.2% 3.18% 1.82% 3% 1.59% 1.11% 1.58% 1.53% 1.5%
2024/12/21 3.5% 2.55% 3.44% 2.02% 3.11% 1.88% 0.97% 1.94% 1.44% 1.11%
2024/12/22 4.16% 1.81% 3.47% 1.69% 3.84% 2.26% 0.68% 2.45% 0.87% 1.47%
2024/12/23 4.09% 2.48% 3.18% 2.23% 3.34% 1.98% 0.82% 2.6% 1.09% 1.39%
2024/12/24 3.78% 2.97% 3.46% 2.59% 2.95% 1.62% 0.96% 2.21% 0.99% 1.24%
2024/12/25 4.15% 3.3% 3.41% 2.17% 2.39% 1.48% 0.95% 1.67% 0.65% 1.23%
2024/12/26 4.78% 2.92% 3.84% 2.13% 1.79% 1.06% 1.17% 0.95% 0.74% 0.82%
2024/12/27 7.12% 2.96% 4.3% 1.56% 1.76% 1.33% 1.03% 1.18% 0.96% 0.84%
2024/12/28 6.72% 4.47% 4.04% 1.91% 1.8% 1.35% 1.03% 1.18% 0.81% 1.22%
2024/12/29 6.57% 3.97% 3.71% 2.02% 1.74% 1.34% 1.13% 1.38% 0.83% 0.73%
2024/12/30 5.85% 4.12% 2.83% 1.69% 1.61% 1.29% 1.36% 1.21% 0.96% 0.49%
2024/12/31 4.29% 3.9% 3.72% 1.88% 1.46% 1.45% 1.34% 1.04% 0.99% 0.56%

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In December, Amazon’s PPC impression share peaked at 7.12% on the 27th, while Gap and Lululemon saw fluctuations, and Macy’s declined post-Christmas.

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
    Shop American Eagle https://www.ae.com › ae › apparel

    Free Shipping On Orders $75+ Check Out What's New! Shop The Latest Tops, Bottoms, Shoes, Accessories & More At AE. Shop Our Variety Of Jeans, Tops, Bottoms, Dresses, Accessories, Shoes & More At AE.

  2. 2
    Old Navy® Official Site https://oldnavy.gap.com › shop › old_navy®

    Buy Online, Pickup In-Store — New Winter Arrivals Are Here. Bundle Up For Winter With Fresh Styles For The Whole Fam. Perfect Your Winter Outfit Rotation With New Cozy Stylish Looks Designed For Cold Days.

  3. 3
    HalloweenCostumes.com™ https://www.halloweencostumes.com › 2021 › sale

    Largest Selection of Costumes. Great Selection & Fast Shipping. Price Match Guarantee. Order Your Costume! All Sizes ...

  4. 4
    SHEIN Official Site https://www.shein.com

    Your One Stop-Shop — Trying To Stay Cool & Comfortable? SHEIN's New Fashion Trends. Don’t Miss Out. Find your love: Generate your own wishlist. Fashion is nothing but...

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

    Shop The Official Site — Something For Every Mood Or Outfit, We've Got You Covered. Free Shipping, See Site For Details. Brands We Love.

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In the past month, top PPC ads on Google’s SERP showcased diverse themes. American Eagle highlighted free shipping on orders over $75, while Etsy emphasized unique, maker-direct items. Old Navy focused on winter styles, and HalloweenCostumes.com boasted the largest costume selection. Kohl’s and Macy’s promoted wide product selections and special deals. Nordstrom and Nordstrom Rack offered top brands and significant discounts. SHEIN and Victoria’s Secret highlighted fashion trends and versatile offerings.

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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.