Brandwave

How popular isM&S in search?

In September 2026, people searched for M&S by name about 5.5 million times in the United Kingdom, a 10% decrease from the previous year. These searches made up 47.3% of all United Kingdom department store searches, placing M&S first out of eight stores.

Share of searches, September 2026
  1. M&S47.3%
  2. John Lewis23.6%
  3. Harrods8.6%
  4. Selfridges8.6%
  5. Debenhams7.1%
  6. Liberty London2.1%
  7. House of Fraser1.4%
  8. Harvey Nichols1.2%
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Which department stores compete with M&S?

M&S against department stores in the United Kingdom, by month

Share of searches by month for M&S, John Lewis, Harrods, Selfridges, Debenhams, Liberty London. The figures are in the table below the chart.

View monthly share of searches table
MonthM&SJohn LewisHarrodsSelfridgesDebenhamsLiberty LondonHouse of FraserHarvey Nichols
Oct 202543.9%24.1%8.8%8.8%8.8%1.8%2.7%1.2%
Nov 202539.9%26.8%8%9.8%9.8%2%2.4%1.3%
Dec 202539.6%24.2%10.9%10.9%8.9%2.2%2.2%1.2%
Jan 202642.4%25.9%7.7%9.4%9.4%1.6%2.3%1.3%
Feb 202644.6%22.3%8.2%10%10%1.6%2%1.3%
Mar 202646.6%23.3%8.5%8.5%8.5%1.7%1.7%1.1%
Apr 202643.7%21.8%9.7%9.7%9.7%2%2%1.3%
May 202645.5%22.7%10.1%8.3%8.3%2%1.7%1.4%
Jun 202639.6%24.2%10.8%10.8%8.8%2.2%1.8%1.8%
Jul 202639.9%24.4%10.9%10.9%8.9%2.2%1.5%1.5%
Aug 202645%22.5%10%10%6.8%2%1.7%2%
Sep 202647.3%23.6%8.6%8.6%7.1%2.1%1.4%1.2%

  1. 1.M&S

    47.3%

    Held 1st. 5.5M estimated branded searches, 0% vs prior month. Share +2.3 points.

  2. 2.John Lewis

    23.6%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share +1.1 points.

  3. 3.Harrods

    8.6%

    Held 3rd. 1M estimated branded searches, -18% vs prior month. Share -1.4 points.

  4. 4.Selfridges

    8.6%

    Held 4th. 1M estimated branded searches, -18% vs prior month. Share -1.4 points.

  5. 5.Debenhams

    7.1%

    Held 5th. 823K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Liberty London

    2.1%

    Moved from 7th to 6th. 246K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.House of Fraser

    1.4%

    Moved from 8th to 7th. 165K estimated branded searches, -17.9% vs prior month. Share -0.2 points.

  8. 8.Harvey Nichols

    1.2%

    Moved from 6th to 8th. 135K estimated branded searches, -45.1% vs prior month. Share -0.9 points.

Compare search popularity between M&S and its closest rivals

Every comparison with M&S

7 comparisons

How has branded search demand for M&S changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for M&S in the United Kingdom fell from 6.1M to 5.5M.
  • Across the 12 months ending September 2026, M&S’s share of searches among department stores in the United Kingdom increased from 43.9% to 47.3%.
  • Across the 12 months ending September 2026, M&S’s share of searches among department stores in the United Kingdom peaked at 47.3% in September 2026 and was lowest at 39.6% in June 2026.

How did search popularity change for United Kingdom department stores in September 2026?

6 changes

  1. In September 2026, M&S gained share of searches among department stores in the United Kingdom, from 45% to 47.3%.

  2. In September 2026, John Lewis gained share of searches among department stores in the United Kingdom, from 22.5% to 23.6%.

  3. In September 2026, Harrods lost share of searches among department stores in the United Kingdom, from 10% to 8.6%.

  4. In September 2026, Selfridges lost share of searches among department stores in the United Kingdom, from 10% to 8.6%.

  5. In September 2026, Harvey Nichols lost share of searches among department stores in the United Kingdom, from 2% to 1.2%.

  6. In September 2026, House of Fraser rose from 8th to 7th among department stores in the United Kingdom.

How are M&S’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using M&S’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • m&s
  • marks and spencer

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