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Retail Stores In The EU, In Numbers
Clothing, home, leisure: three kinds of shops as Eurostat measures them, then the month when customers search most for sales, an open shop or Black Friday on Google.
Clothing Shops
NACE code 47.71
Retail sale of clothing in specialised stores
242,385companies in the EU
Eurostat publishes no final figure for this country.
5.7 people per company on average
€205.8 billion in turnover
Most searched month: December
Home Equipment Shops
NACE code 47.5
Retail sale of other household equipment in specialised stores
321,571companies in the EU
Eurostat publishes no final figure for this country.
5.4 people per company on average
€341.5 billion in turnover
Books, Sports And Toys
NACE code 47.6
Retail sale of cultural and recreation goods in specialised stores
151,017companies in the EU
Eurostat publishes no final figure for this country.
4.4 people per company on average
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 47.71, 47.5 and 47.6, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 4581, 4591 and 4592, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 4581, 4591 and 4592, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 4632, 465211, 465212, 465213, 465215 and 4653 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 572, 573, 5792, 606 and 607 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. Retail trade: 4-digit table, which only counts establishments that sold goods, sales for the year 2020. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the table. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 4771, 475 and 476 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: SingStat, Annual services and manufacturing statistics, Singapore, establishments 2024, SSIC codes 47711/47712, 47510/47531/47532, 4752, 47533/47534/47536/47539, 47535, 47610 and 47620/47630/47640/47650 (Singapore Standard Industrial Classification 2025), data updated on 4 March 2026, retrieved on 16 October 2026. An establishment is a site: a company with 3 sites counts 3 times. Own-account workers (hawkers, stall holders, freelancers, taxi drivers) are not counted. See the table. Each card uses the Singapore classification line or lines whose official title fits entirely within its NACE code; where there is no exact match, the card says so. Contains information from “Key Indicators By Detailed Industry In All Services Industries, Annual” accessed on 16 October 2026 from the Singapore Department of Statistics, which is made available under the terms of the Singapore Open Data Licence version 1.0.
Source: OECD, Structural Business Statistics (SDBS), South Korea, establishments (local units), ISIC codes 475 and 476 (United Nations international classification, revision 4), 2022 data retrieved on 16 October 2026. An establishment is a single site: a company with 3 sites counts 3 times. A figure the OECD flags as estimated or imputed is left out: the card then says there is no final figure. See the table, see the raw data. People per establishment: calculated from the number of people employed and of establishments published by the OECD. Each card uses the international classification (ISIC) code or codes that match its NACE code exactly, NACE being derived from ISIC; where there is no exact match, the card says so. Official ISIC titles: United Nations Statistics Division.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from October 2025 to September 2026.
Seasonal Sales
Open Shops
Black Friday
100500
Black FridaySeasonal SalesOpen Shops
OctNovDecJanFebMarAprMayJunJulAugSep
Most searched month: seasonal sales in December, open shops in August, black friday in November. Black Friday: November brings 200.9 times the searches of June.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from October 2025 to September 2026, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “january sales”, “boxing day sales”, “summer sales”, “clearance sale”, “shops open today”, “shops open on sunday”, “shops near me”, “stores near me”, “black friday”, “black friday deals” and “black friday sale”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Seasonal Sales
Open Shops
Black Friday
October 2025
1
67
16
November 2025
1
67
100
December 2025
100
68
4
January 2026
7
55
1
February 2026
1
54
1
March 2026
1
67
1
April 2026
1
83
1
May 2026
2
82
1
June 2026
4
82
0
July 2026
4
100
1
August 2026
5
100
2
September 2026
5
82
3
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Seasonal Sales “boxing day sales”€0.29 to €1.61
Open Shops “shops near me”€0.04 to €2.17
Black Friday “black friday”€0.43 to €2.68
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
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Retail & Stores · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
SponsoredYYour brandIn-Store Sale · Your BrandOpen today. See in-store offers and check stock online.
MaGoogle MapsIllustration
Y
SponsoredYYour brandIn-Store Sale · Your BrandShop · open todayCallWebsite
SGoogle ShoppingIllustration
january sales
Sponsored
Wool coatYour brand
Leather trainersYour brand
YYouTubeIllustration
The sale starts in storeAd · Your brand
Up nextBehind the scenes of a shop before the sales
SponsoredIn-Store Sale · Your Brand
DDiscoverIllustration
The sale starts in store
YYour brand · SponsoredIn-Store Sale · Your Brand
MGmailIllustration
YSponsoredYour brandIn-Store Sale · Your BrandOpen today. See in-store offers and check stock online.
WWebsites and appsIllustration
The sale starts in storeYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
Open today. See in-store offers and check stock online.
The sale starts in store
In-Store Sale · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
The sale starts in store
Learn more→
CChatGPTIllustration
which shops are open today near me?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandIn-Store Sale · Your BrandOpen today. See in-store offers and check stock online.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
5,400searches a month for “january sales”, in the UK
Searches a month in your industry, in the UK
“january sales”5,400
“shops open today”6,600
“black friday”165,000
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from October 2025 to September 2026, estimated and rounded by Google, pulled on 14 October 2026.
They look for a place near them and compare options on the map. Your ad shows your address and phone number, beside, above or below the search results.
4 networkswhere location assets can show your address: the Search Network, the Display Network, YouTube and Google Maps
Where Your Ad Appears
Search results on Google Maps
Maps app
Search Network, with your address and phone number
They know what they want and compare before clicking. Your product shows with its image and details, pulled from the feed you send to Merchant Center.
4placements for a Shopping campaign: the Shopping tab, Google Search, Google Images and partner websites, if your campaign includes them
In Your Industry
For retail, Google puts Shopping first: your products go through a Merchant Center feed, and the more specific that feed, the better your ads match the interests of the people searching.
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. For a shop, advertising is there to bring customers into the store, then to prove it. Google can show the stock of each store and count store visits once the account has access to them. Meta can receive the sales made in store. Same standard every time: campaigns ready before each key moment, and measurement that follows the customer to the store. I work directly with you.
The 3 Paid Media Projects For Retail Stores
Each Store Has Its Own Area
Your customers come from your catchment area, and each store has its own, with its competitors and its opening hours. I set up campaigns store by store, so the budget goes where customers can actually come. On Meta, each store gets its own radius around its address, from 1 to 80 kilometres.
Accurate Reference Prices
In France, every price reduction ad shows the previous price, the lowest one used in the last 30 days (Consumer Code, Article L112-1-1). In Spain, a reduced item shows its previous price next to the new one, with the same 30-day rule (Law 7/1996, Article 20).
The Sale Happens At The Till
Your customer sees the ad on their phone, then pays in the store. So measurement follows that path, from the click to the till: direction clicks, calls, store visits, and till sales when they can be sent back.
The Method, Applied To Retail Stores
1
Catchment Area Audit
The area of each store, local competition, your sales calendar and key moments: what each store can attract.
2
Your Stock Visible On Google
Your products sent to Merchant Center with their availability and price store by store, for local inventory ads.
3
The Retail Calendar
Google Search and Performance Max for people searching nearby, Meta to announce new arrivals and sales in your area, each key moment prepared a few weeks ahead.
4
Measurement Up To The Till
Directions and calls first, then store visits and till sales once your account has access, with a per-store report so the budget follows the stores that sell.
Before the peak: the calendar above shows that in the UK, sales are searched most in December. In France, sales run in two periods a year, of three to six weeks each, on dates set by ministerial order (Commercial Code, Article L310-3). In Spain, each retailer chooses its sales periods and how long they last (Law 7/1996, Article 25). I recommend preparing the ads a few weeks ahead, so they are ready on the first day.
How Do You Measure A Sale Made In Store?
Step by step. Google Ads can count direction clicks and calls as conversions. Store visits come next, once your account has access to them. They are estimates based on aggregated, anonymous data, and they require locations verified in your Business Profile, active location assets in your campaigns, and enough clicks and foot traffic to pass Google's privacy thresholds. The more stores a chain has, the more likely its account is to get there. On Meta, the Conversions API accepts sales made in a physical store. I prefer to start from what you can already measure, then add one step at a time.
Can My In-Store Stock Show On Google?
Yes, with local inventory ads in Merchant Center. Your Business Profile is linked to your Merchant Center account, then each product is sent with the store code, its availability, and its price when it changes from one store to another. If your website does not show your in-store stock, Google can show it on a page it hosts for your store. Someone looking for a product nearby then sees whether it is on your shelves.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About Your Retail Business
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.