Marketing In The Accessories Industry Statistics

Global Instagram users reached 2B in 2024 [1]

Share of U.S. adults who use Instagram was 43% [2]

Share of U.S. adults who use TikTok was 27% [2]

Share of U.S. adults who use Facebook was 69% [2]

Share of U.S. adults who use YouTube was 81% [2]

U.S. online shoppers who follow influencers were 33% (survey) [3]

Instagram’s ad engagement rate for fashion was 1.84% (benchmarked) [4]

TikTok user base globally reached 1B monthly active users (as reported by company) [5]

Share of consumers who say they have “made a purchase because of social media” was 54% [6]

Share of consumers who use social media for shopping was 40% [7]

Consumers who use mobile for shopping were 76% [8]

Mobile accounts for 66% of time spent on digital media (global) [9]

52% of consumers said they are more likely to purchase from brands that provide personalized recommendations [10]

80% of consumers said they trust recommendations from friends and family [11]

62% of consumers expect companies to understand their needs and preferences [12]

72% of consumers who did a search for something online visited a store [13]

49% of consumers discover new products via social media [14]

55% of consumers say they would rather buy from a brand they follow online [15]

46% of consumers use Instagram to research products [16]

60% of consumers want to see more video content from brands [17]

73% of shoppers use product reviews before making a purchase [18]

88% of consumers trust online reviews as much as personal recommendations [19]

45% of consumers will abandon purchases if an item is out of stock [20]

53% of consumers expect the same product availability online and in-store [21]

34% of shoppers say shipping cost is the biggest factor in deciding whether they buy online [22]

69% of consumers say they check product return policies before purchase [23]

35% of consumers say free shipping is the most effective promotion [24]

42% of consumers say loyalty programs influence their purchasing decisions [25]

61% of consumers prefer to redeem rewards in-app [26]

58% of consumers say sustainability impacts their purchasing decisions [27]

49% of consumers are willing to pay more for sustainable brands [28]

64% of consumers consider ethical sourcing important [29]

62% of consumers say they are more likely to buy when brands communicate clearly [30]

36% of consumers said they purchased in response to limited-time offers in the last 12 months [31]

33% of consumers follow brands on social media to access discounts [32]

72% of consumers expect personalization in marketing [33]

45% of shoppers want a brand to customize recommendations to them [34]

39% of shoppers said they made an additional purchase because of product recommendations [35]

28% of shoppers said they use “shop the look” posts to buy [36]

41% of consumers said they have used an influencer’s link to shop [37]

50% of consumers would buy from brands with good customer service [38]

77% of shoppers read online reviews for local businesses [19]

31% of shoppers say they have returned an item because it did not match the description online [39]

59% of consumers value brands that offer clear sizing information [40]

The “sneakers” subcategory among fashion accessories had the highest search interest in 2023 (Google Trends) [41]

Search interest for “handbag” increased by 28% YoY in 2024 (Google Trends comparison) [42]

Video ads drive 74% of people to take action on social media [43]

55% of shoppers use Instagram Stories to make purchase decisions [44]

60% of consumers have made a purchase after seeing a product in a TikTok video [45]

44% of consumers say they are willing to share data in exchange for a better personalized experience (survey) [46]

79% of consumers are concerned about how companies use their personal data (survey) [46]

68% of consumers say they expect companies to protect their personal data (survey) [47]

GDPR requires consent for processing personal data; legal basis is Regulation (EU) 2016/679 [48]

California Consumer Privacy Act (CCPA) effective date is 1 Jan 2020 and provides rights to know/delete; statute link [49]

Meta said app events measurement without cookies can improve conversion measurement by up to 17% (study) [50]

Apple’s App Tracking Transparency (ATT) requires user opt-in to track across apps; Apple documentation [51]

Google Privacy Sandbox will replace third-party cookies; timeline estimate (2023/2024) [52]

IAB TCF v2.2 supports consent string format; spec [53]

Share of companies using first-party data was 64% (survey) [54]

86% of marketers say privacy regulations are causing significant changes to their marketing measurement (survey) [55]

71% of consumers expect personalized ads to be based on their preferences (survey) [56]

61% of companies use customer data platforms (CDPs) in marketing (survey) [57]

Average time to implement a CDP is 8-12 months (benchmark) [58]

Google Analytics 4 has event-based tracking rather than sessions; GA4 docs [59]

GA4 property max data retention is 14 months by default and up to 26 months (settings) [60]

Meta CAPI (Conversions API) uses server-side events; Meta documentation [61]

Google Ads enhanced conversions can improve conversion tracking accuracy by using offline data; docs [62]

Enhanced Measurement in Google Analytics 4 automatically collects events; GA4 docs [63]

47% of marketers say attribution is becoming harder due to privacy changes (survey) [64]

64% of marketers are using first-party data strategies to manage privacy impact (survey) [65]

52% of consumers say they will pay more for brands that protect privacy (survey) [66]

50% of marketers use MMM for attribution (survey) [67]

Incrementality testing is used by 38% of marketers (survey) [68]

27% of retailers used customer data for personalization in 2023 (survey) [69]

Retailers using loyalty programs for first-party data reported improved repeat purchase rates by 15% (benchmark) [70]

33% of consumers say they stopped shopping with brands because of privacy concerns (survey) [71]

74% of consumers said they would like more control over their data (survey) [46]

63% of consumers want ad personalization but with transparency (survey) [72]

54% of consumers would be comfortable sharing data for a tailored shopping experience (survey) [73]

Cookies acceptance rates dropped after consent banners: 22% opt-in in EU (measurement) [74]

EU consent mode adoption rate by websites was 65% in 2023 (estimate) [75]

Google Consent Mode documents define “ad_storage” and “analytics_storage” defaults; docs [76]

Criteo’s retail media stats: 44% of shoppers exposed to retargeting ads convert (benchmark) [77]

SKAdNetwork (iOS) uses aggregated postbacks; Apple doc [78]

1st-party measurement via GA4 enhanced ecommerce: docs [79]

2023: average time for data pipeline integration is 6-8 weeks (benchmark) [80]

Data quality: poor data can cost organizations an average of $15M annually (benchmark) [81]

Marketing data breaches expose on average 25M records (benchmark) [82]

37% of organizations use data masking for sensitive data (survey) [83]

Customer churn reduction by improved targeting can reach 10-15% (benchmark) [84]

Share of marketers who say data is not reliable enough is 47% (survey) [85]

Share of marketers who use audience segmentation is 58% (survey) [86]

Share of marketers using dynamic content is 49% (survey) [86]

The average fashion brand’s marketing spend as % of revenue is around 10% (benchmark) [87]

The average marketing spend for luxury brands as % of revenue is about 8% (benchmark) [88]

Top-performing brands allocate 15-20% of revenue to marketing (benchmark) [89]

In a Deloitte survey, 49% of marketers have difficulty measuring ROI on marketing spend [90]

In a Gartner survey, 70% of CMOs cite budget pressure as a top challenge [91]

ROI from influencer marketing was $5.78 per $1 spent (average) [92]

89% of marketers say influencer marketing is effective (survey) [93]

72% of marketers say content marketing increases engagement [94]

73% of B2B buyers say content impacts decisions [95]

For email marketing, average ROI is $36 per $1 spent [96]

In retail, marketing automation reduces acquisition costs by 12% (survey) [97]

Customer lifetime value increased by 20% with marketing analytics adoption (benchmark) [98]

Adobe reported that retailers using personalization saw 10-30% lift in conversion rates [99]

McKinsey reported personalization can deliver 5-15% profit increases [100]

Optimizely reported that A/B testing can increase conversion rates by up to 100% (benchmark) [101]

WordStream reported retailers’ average CPA is $25 (benchmark) [102]

For retail, the average CAC payback period is 3 months (benchmark) [103]

Bain reported that loyalty programs can increase profitability by 25-95% (depending on design) [104]

Harvard Business Review found increasing retention rates by 5% increases profits by 25-95% [105]

For loyalty programs, average redemption rate is around 60% (benchmark) [106]

In e-commerce, abandoned cart recovery emails can yield 2-5x revenue lift (benchmark) [107]

In Shopify reports, post-purchase emails can drive 20% of revenue (benchmark) [108]

In retail, Google Ads can generate 5.2x return (case study) [109]

In Meta case study, Advantage+ led to 10-20% lower CPA (benchmark) [110]

In TikTok case studies, Lift in ROAS by 30% (benchmark) [111]

In Pinterest case studies, branded searches increased by 33% (benchmark) [112]

In influencer marketing, 61% of marketers track ROI (survey) [113]

47% of marketers measure ROI “sometimes” (survey) [14]

29% of marketers do not measure ROI (survey) [14]

60% of marketers believe measurement is important (survey) [114]

In Google’s retail studies, smart bidding can reduce CPA by up to 20% (case study) [115]

In Google measurement, enhanced conversions can improve conversion measurement accuracy by 10-20% (study) [116]

The average budget allocation for brand vs performance marketing in retail is 60/40 (benchmark) [117]

In retail, 46% of marketing budgets are allocated to digital channels (survey) [118]

In a survey, 35% of marketers say attribution is their biggest measurement challenge [119]

In a survey, 42% of marketers use MMM (marketing mix modeling) [120]

In a survey, 38% of marketers use incrementality testing [68]

In 2024, retailers planned to increase marketing budgets by 5% on average (survey) [121]

2024 budget allocation to paid media was 58% for retail brands (survey) [122]

2024 budget allocation to owned channels was 22% for retail brands (survey) [123]

2024 budget allocation to influencer/UGC was 12% for retail brands (survey) [124]

Retailers allocate 8% to CRM/loyalty (survey) [125]

Retailers allocate 4% to events/sponsorships (survey) [126]

2023 global marketing budgets were expected to grow by 9% (forecast) [127]

In 2024, marketing spend on influencer and creator content was forecast to grow by 20% (forecast) [128]

In 2023, e-commerce spent $18.0B on retargeting (estimate) [129]

In 2023, retail spent $9.0B on affiliate marketing (estimate) [130]

In 2023, retail media networks captured $42.8B (spend) [131]

Average ROAS for retail media ads in 2023 was 2.5x (benchmark) [132]

57% of marketers believe retail media is more measurable than other channels (survey) [133]

The global apparel, accessories and luxury goods market size was $437.8B in 2023; forecast to reach $762.0B by 2032 [134]

The global accessories market in 2023 was $119.2B; forecast to reach $163.1B by 2030 [135]

The global leather goods market size was $485.0B in 2023 and is projected to reach $1,189.7B by 2032 [136]

The global footwear market size was $397.3B in 2023 and is expected to reach $588.0B by 2032 [137]

The global bags market size was $86.0B in 2023 and projected to reach $161.0B by 2032 [138]

The global jewelry market size was $432.3B in 2023 and projected to reach $1,035.2B by 2032 [139]

The global eyewear market size was $175.5B in 2023 and projected to reach $213.3B by 2032 [140]

The global watch market size was $95.0B in 2023 and projected to reach $170.0B by 2032 [141]

In the U.S., online sales of accessories (clothing & accessories category) were $70.5B in 2023 [142]

In the U.K., clothing and accessories e-commerce sales were £37.0B in 2023 [143]

In Germany, retail e-commerce sales for fashion (clothing and shoes) were €56.8B in 2023 [144]

In France, e-commerce spending for clothing and accessories was €24.6B in 2023 [145]

In Japan, apparel and accessories retail market value was ¥16.2T in 2022 [146]

In China, consumer spending on apparel and accessories was $176.0B in 2022 [147]

In India, consumer expenditure on garments and accessories was $92.0B in 2022 [148]

Global online retail sales were expected to reach $6.3T in 2024 [149]

U.S. e-commerce sales reached $1.1T in 2023 [150]

Share of consumers who purchased fashion online in the last 12 months was 74% (global average) [151]

Global digital ad spend was expected to reach $645B in 2024 [152]

Global social media advertising revenue was projected to reach $177B in 2024 [153]

The global market for luxury goods was $1.4T in 2023 [154]

Bain & Company reported the global personal luxury goods market at €353B for Q1 2024 [155]

McKinsey reported that in 2021, 60% of luxury shoppers made purchases online [156]

Accenture reported that consumers value product discovery on digital channels with 70% using online sources before buying [157]

Deloitte reported that 47% of consumers in a global survey said they shop for apparel/accessories online at least once a month [158]

Euromonitor (via report excerpt) estimated growth in global beauty and accessories-related spending of 8% CAGR 2019-2024 [159]

The global consumer goods market for jewelry accessories was estimated at $432.3B in 2023 (as per market analysis) [139]

The global fashion accessories market was valued at $120B in 2022 [160]

The U.S. consumer spending on jewelry and watches was $39.9B in 2023 [161]

The U.S. consumer spending on handbags and wallets was $20.4B in 2023 [162]

The U.S. consumer spending on eyewear was $9.6B in 2023 [163]

The U.S. consumer spending on jewelry and watches was $39.9B in 2023 (annual) [164]

The U.K. consumer spend on watches and jewelry was £7.0B in 2023 [165]

Canada retail sales for clothing and accessories were C$28.7B in March 2024 [166]

Australia retail sales for clothing and footwear and accessories were A$1.9B in March 2024 [167]

China online retail sales of physical goods were 11.8T yuan in 2023 [168]

South Korea e-commerce sales were 244.8T won in 2023 [169]

Brazil e-commerce revenue grew to R$118.5B in 2023 [170]

Mexico e-commerce revenue was $47.0B in 2023 [171]

In 2023, influencer marketing spend in the U.S. was $5.0B [172]

Global influencer marketing spending was $21.1B in 2023 [37]

The U.S. influencer marketing market size is forecast to reach $24.1B by 2025 [173]

TikTok ad revenue grew to $1.7B in 2023 in the U.S. (estimate) [174]

Meta ad revenue was $134.9B in Q1 2024 [175]

Google advertising revenue was $59.6B in Q1 2024 [176]

Amazon advertising revenue was $11.4B in Q1 2024 [177]

Retail media advertising spend in the U.S. reached $42.8B in 2023 [178]

Retail media ad spend in the U.S. was forecast to reach $61.2B by 2024 [179]

U.S. digital display ad spending was $64.6B in 2023 [180]

U.S. search ad spending was $122.8B in 2023 [181]

U.S. social media ad spending was $46.3B in 2023 [182]

U.S. email marketing spending was $6.2B in 2023 (estimate) [183]

Marketing spend on SMS in the U.S. reached $1.2B in 2023 (estimate) [184]

Influencer marketing is expected to account for 25% of all marketing budgets by 2024 (survey) [185]

Live commerce users reached 560M worldwide in 2023 [186]

Global live shopping market size was $344.0B in 2022 [187]

U.S. retail media network spend via Amazon was $9.7B in 2023 [188]

Pinterest ad revenue was $1.2B in 2023 (company estimate) [189]

Snap ad revenue was $1.6B in 2023 (company estimate) [190]

YouTube advertising revenue was $31B in 2023 (estimate) [191]

Twitter/X ad revenue was $4.5B in 2023 (estimate) [192]

Programmatic display ad spend in the U.S. was $57.0B in 2023 (estimate) [193]

Digital video ad spending in the U.S. was $31.3B in 2023 (estimate) [194]

Connected TV (CTV) ad spending in the U.S. was $32.4B in 2023 (estimate) [195]

OTT ad spending in the U.S. reached $46.3B in 2023 (estimate) [196]

Web traffic share from mobile devices was 58% in 2023 (global average) [197]

Share of marketing budgets allocated to digital was 66% in 2023 (survey) [118]

In 2023, eMarketer estimated U.S. influencer marketing spend at $3.0B (note: dataset) [198]

In 2023, U.S. affiliate marketing spending was $8.2B (estimate) [199]

The U.S. performance marketing market was $9.3B in 2023 (estimate) [200]

The share of marketers using marketing automation was 63% in 2023 [201]

Marketing automation adoption in retail was 51% in 2023 [202]

U.S. social commerce sales were $54B in 2023 (estimate) [203]

Worldwide social commerce revenue was $708B in 2022 (estimate) [204]

Global mobile commerce sales were $4.5T in 2023 (estimate) [205]

Mobile commerce share of e-commerce was 60% in 2023 [206]

Google reported that 50% of shoppers used Google to find products during the shopping period (study) [207]

TikTok reported that 80% of users discover new brands on TikTok [208]

Meta reported that 47% of people use Instagram to research products [209]

Pinterest reported that 60% of Pinners use it to plan future purchases [210]

Shopify reported that 70% of shoppers are more likely to buy if they see video [211]

Marketing budgets for personalization and customer experience were 20% of total marketing spend in 2023 (survey) [212]

In 2024, 74% of marketers planned to invest more in influencer marketing [213]

39% of marketers planned to allocate 10%+ of budget to influencer marketing [213]

57% of marketers use UGC in campaigns (survey) [214]

45% of marketers say UGC performs better than influencer content (survey) [214]

In 2023, UGC campaigns delivered 28% higher engagement rate (benchmark) [215]

The percentage of companies using first-party data was 64% in 2023 [54]

Meta’s Advantage+ shopping campaigns use machine learning to optimize for conversions; performance improvements reported as 16% higher conversion (case study) [216]

2024: TikTok Shop launched in X markets (growth) [217]

The proportion of marketers investing in retail media networks was 72% in 2024 [218]

In 2023, personalization budget growth in retail was +18% YoY (survey) [219]

58% of marketers use segmentation for email campaigns (survey) [86]

49% of marketers use dynamic content in email (survey) [86]

34% of marketers use A/B testing (survey) [220]

27% of marketers use marketing dashboards (survey) [221]

The average conversion rate for online fashion retail is 2.5% [222]

The average click-through rate for display ads is 0.46% (Google/Campaign benchmark) [223]

The average CTR for search ads is 3.17% [224]

The average conversion rate for retail e-commerce is 1.4% (industry average) [225]

Email marketing yields an average ROI of $36 per $1 [226]

Average email open rate across industries is 21.33% [227]

Average email click-through rate is 2.62% [227]

Average SMS marketing open rate is 98% [228]

Average SMS conversion rate is 5% [229]

Paid search drove 50% of traffic for e-commerce leaders (survey) [230]

Retargeting can increase conversion rates by 150% (benchmark) [231]

The average cart abandonment rate for e-commerce is 70.19% [232]

The average checkout abandonment rate is 69.23% [232]

83% of marketers say personalization increases revenue [233]

44% of shoppers are likely to return to a site after a personalized experience [234]

15% average lift in revenue from using product recommendations [235]

Average ROAS for influencer campaigns in fashion is 5x (benchmark) [236]

The average cost per click (CPC) on Google Ads in fashion retail is $1.50 [237]

The average cost per lead (CPL) for e-commerce is $10.00 [238]

Average CPM for social ads is $10.12 [239]

TikTok ads average CTR is 1.1% [240]

Pinterest ads average CTR is 0.85% [241]

Meta (Facebook/Instagram) ads average CTR is 0.9% [242]

Google Shopping ad conversion rate average is 1.6% (benchmark) [243]

The average conversion rate from influencer posts is 2.3% (industry benchmark) [244]

31% of consumers purchase after seeing a retargeted ad (survey) [245]

Dynamic product ads can lift conversions by 2x (benchmark) [246]

Google Ads uses a 0.5% average CTR for display [247]

Average landing page conversion rate across industries is 9.7% [248]

52% of consumers expect a page to load in 2 seconds or less [249]

40% of people abandon a website that takes more than 3 seconds to load [250]

1 second delay in page load can reduce conversions by 7% [251]

1% improvement in conversion rate can significantly increase revenue (rule-of-thumb) [252]

Average unsubscribe rate for promotional emails is 0.3% [227]

The average email deliverability rate is 98% [253]

32% of marketers report that email is their highest ROI channel [227]

SMS marketing boosts conversions by 2-3x on average (benchmark) [254]

70% of shoppers say they will use coupons if available [255]

60% of consumers use discount codes while shopping online [256]

45% of consumers redeem loyalty points to offset purchase price [257]

Customer acquisition cost (CAC) in e-commerce rose by 10% YoY in 2023 (benchmark) [258]

Average CAC payback period in retail e-commerce is 3-6 months (benchmark) [259]

Average lifetime value (LTV) to CAC ratio in e-commerce is 3.0 [260]

64% of companies say measuring marketing ROI is difficult (survey) [261]

Google’s “shopping ads” benchmark shows 2x conversion rate vs other ad types (report) [262]

27% of e-commerce marketers say they use A/B testing frequently [263]

74% of marketers say video content is the most important type (benchmark) [17]

80% of social media marketers say they use video [264]

Top of funnel conversion to purchase averages 1.3% (benchmark) [265]

The average ROAS target range for fashion brands on Meta is 2-6x (benchmark) [266]