How popular isM&S?
In September 2026, people searched for M&S by name about 6.1 million times in the United Kingdom, an 8.6% decrease from the previous year. These searches made up 0.72% of all United Kingdom clothing shop searches, placing M&S 13th out of 15 shops. When we asked both ChatGPT and Google AI Overviews about clothing shops, M&S appeared in two of the three answers and was the third most recommended of the 15.
M&S is the 13th most searched of 15 competitors and the third most recommended in AI answers.
PrimarkShare of searches 26.7%Mentioned in 2 of 3 AI answersPlace in AI recommendations 1st
TK MaxxShare of searches 17.8%Mentioned in 1 of 3 AI answersPlace in AI recommendations 6th
NextShare of searches 10.2%Mentioned in 1 of 3 AI answersPlace in AI recommendations 4th
H&MShare of searches 8%Mentioned in 1 of 3 AI answersPlace in AI recommendations 7th
M&SShare of searches 0.72%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd
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Top clothing shops in ChatGPT and Google AI Overviews
In three ChatGPT questions, M&S was mentioned in two out of three: in two of the three ChatGPT answers. M&S is the third most recommended of the 15.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Primark2 of 3Named in 2 of 3 ChatGPT answers
Uniqlo2 of 3Named in 2 of 3 ChatGPT answers- M&S2 of 3Named in 2 of 3 ChatGPT answers
George2 of 3Named in 2 of 3 ChatGPT answers- TK Maxx1 of 3Named in 1 of 3 ChatGPT answers
- Next1 of 3Named in 1 of 3 ChatGPT answers
- H&M1 of 3Named in 1 of 3 ChatGPT answers
Zara1 of 3Named in 1 of 3 ChatGPT answers
Matalan0 of 3Named in 0 of 3 ChatGPT answers
New Look0 of 3Named in 0 of 3 ChatGPT answers
See every answer about clothing shops
3 answers
Asked ChatGPT
“Where's the best place to buy cheap clothes in the UK?”
Asked ChatGPT
“Which high street shop has the best quality basics?”
Asked ChatGPT
“Where should I buy kids' clothes in the UK?”
Searched Google, AI Overview
“clothes shops”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Which clothing shops compete with M&S?
Share of searches by month for Primark, TK Maxx, Next, H&M, Matalan, Zara, New Look, River Island, Uniqlo, Tu, M&S. The figures are in the table below the chart.
View monthly share of searches table
| Month | Primark | TK Maxx | Next | H&M | Matalan | Zara | New Look | River Island | Uniqlo | Tu | Peacocks | F&F | M&S | George | Mango |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.9% | 16.6% | 6.5% | 7.4% | 9.1% | 9.1% | 6.1% | 6.1% | 6.1% | 3.3% | 2.7% | 0.82% | 0.55% | 0.65% | 0.06% |
| Nov 2025 | 22% | 17.9% | 7% | 8% | 9.8% | 9.8% | 6.6% | 5.4% | 5.4% | 3% | 3% | 0.88% | 0.59% | 0.66% | 0.05% |
| Dec 2025 | 22.6% | 18.5% | 7.2% | 6.8% | 10.1% | 10.1% | 6.8% | 6.8% | 4.5% | 2.5% | 2.5% | 0.61% | 0.5% | 0.59% | 0.05% |
| Jan 2026 | 21.3% | 17.4% | 8.3% | 7.8% | 9.5% | 9.5% | 6.3% | 6.3% | 6.3% | 2.9% | 2.3% | 0.7% | 0.57% | 0.64% | 0.08% |
| Feb 2026 | 23.6% | 19.3% | 7.5% | 7% | 8.6% | 8.6% | 7% | 5.8% | 4.7% | 3.2% | 2.6% | 0.63% | 0.52% | 0.76% | 0.07% |
| Mar 2026 | 24.4% | 16.3% | 7.8% | 7.3% | 8.9% | 8.9% | 7.3% | 5.9% | 4.9% | 3.3% | 2.7% | 0.8% | 0.66% | 0.68% | 0.07% |
| Apr 2026 | 23.9% | 16% | 7.6% | 7.2% | 10.7% | 8.8% | 7.2% | 5.8% | 4.8% | 3.2% | 2.6% | 0.79% | 0.53% | 0.67% | 0.09% |
| May 2026 | 21.8% | 17.9% | 6.9% | 8% | 9.8% | 9.8% | 8% | 5.3% | 4.4% | 2.9% | 2.9% | 0.88% | 0.59% | 0.74% | 0.08% |
| Jun 2026 | 23.2% | 15.5% | 8.9% | 8.5% | 8.5% | 10.4% | 7% | 5.7% | 4.6% | 3.1% | 2.5% | 0.76% | 0.63% | 0.65% | 0.08% |
| Jul 2026 | 23.5% | 15.7% | 9% | 8.6% | 10.5% | 8.6% | 7% | 5.7% | 3.9% | 2.6% | 2.6% | 0.77% | 0.77% | 0.66% | 0.07% |
| Aug 2026 | 26.1% | 17.5% | 8.2% | 7.8% | 9.6% | 7.8% | 6.4% | 5.2% | 4.3% | 2.9% | 1.9% | 0.86% | 0.7% | 0.68% | 0.05% |
| Sep 2026 | 26.7% | 17.8% | 10.2% | 8% | 8% | 8% | 5.3% | 4.4% | 4.4% | 2.9% | 2% | 0.88% | 0.72% | 0.7% | 0.06% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 26.7% | 6.1M | 0% | +0.6 points | |
| 2, held 2nd | 17.8% | 4.1M | 0% | +0.4 points | |
| 3, moved from 4th to 3rd | 10.2% | 2.3M | +21.4% | +2 pointsmoved from 4th to 3rd | |
| 4, moved from 5th to 4th | 8% | 1.8M | 0% | +0.2 pointsmoved from 5th to 4th | |
| 5, moved from 3rd to 5th | 8% | 1.8M | -18.3% | -1.6 pointsmoved from 3rd to 5th | |
| 6, held 6th | 8% | 1.8M | 0% | +0.2 points | |
| 7, held 7th | 5.3% | 1.2M | -18.7% | -1.1 points | |
| 8, held 8th | 4.4% | 1M | -18% | -0.8 points | |
| 9, held 9th | 4.4% | 1M | 0% | +0.1 points | |
| 10, held 10th | 2.9% | 673K | 0% | +0.1 points | |
| 11, held 11th | 2% | 450K | 0% | 0 points | |
| 12, held 12th | 0.88% | 201K | 0% | 0 points | |
| 13, held 13th | 0.72% | 165K | 0% | 0 points | |
| 14, held 14th | 0.7% | 160K | 0% | 0 points | |
| 15, held 15th | 0.06% | 14.8K | +22.3% | 0 points |
1.
Primark26.7%
Held 1st. 6.1M estimated branded searches, 0% vs prior month. Share +0.6 points.
2.
TK Maxx17.8%
Held 2nd. 4.1M estimated branded searches, 0% vs prior month. Share +0.4 points.
3.
Next10.2%
Moved from 4th to 3rd. 2.3M estimated branded searches, +21.4% vs prior month. Share +2 points.
4.
H&M8%
Moved from 5th to 4th. 1.8M estimated branded searches, 0% vs prior month. Share +0.2 points.
5.
Matalan8%
Moved from 3rd to 5th. 1.8M estimated branded searches, -18.3% vs prior month. Share -1.6 points.
6.
Zara8%
Held 6th. 1.8M estimated branded searches, 0% vs prior month. Share +0.2 points.
7.
New Look5.3%
Held 7th. 1.2M estimated branded searches, -18.7% vs prior month. Share -1.1 points.
4.4%
Held 8th. 1M estimated branded searches, -18% vs prior month. Share -0.8 points.
9.
Uniqlo4.4%
Held 9th. 1M estimated branded searches, 0% vs prior month. Share +0.1 points.
10.
Tu2.9%
Held 10th. 673K estimated branded searches, 0% vs prior month. Share +0.1 points.
11.
Peacocks2%
Held 11th. 450K estimated branded searches, 0% vs prior month. Share 0 points.
12.
F&F0.88%
Held 12th. 201K estimated branded searches, 0% vs prior month. Share 0 points.
13.
M&S0.72%
Held 13th. 165K estimated branded searches, 0% vs prior month. Share 0 points.
14.
George0.7%
Held 14th. 160K estimated branded searches, 0% vs prior month. Share 0 points.
15.
Mango0.06%
Held 15th. 14.8K estimated branded searches, +22.3% vs prior month. Share 0 points.
M&S sells other things too, so only its searches that name this product count here, like “marks and spencer clothing”.
Compare popularity between M&S and its closest rivals
Every comparison with M&S
44 comparisons
- John Lewis vs M&S
- Harrods vs M&S
- M&S vs Selfridges
- Debenhams vs M&S
- Aldi vs M&S
- Asda vs M&S
- Lidl vs M&S
- M&S vs Morrisons
- M&S vs Ocado
- M&S vs Sainsbury's
- M&S vs Tesco
- M&S vs Waitrose
- Liberty London vs M&S
- Co-op vs M&S
- Iceland vs M&S
- F&F vs M&S
- H&M vs M&S
- M&S vs Matalan
- M&S vs New Look
- M&S vs Next
- M&S vs Peacocks
- M&S vs Primark
- M&S vs River Island
- M&S vs TK Maxx
- M&S vs Tu
- M&S vs Uniqlo
- M&S vs Zara
- House of Fraser vs M&S
- George vs M&S
- Harvey Nichols vs M&S
- Ann Summers vs M&S
- Boux Avenue vs M&S
- Bravissimo vs M&S
- Fortnum & Mason vs M&S
- Levi's vs M&S
- Mango vs M&S
- M&S vs Wrangler
- Diesel vs M&S
- Curvy Kate vs M&S
- Lee vs M&S
- G-Star RAW vs M&S
- Figleaves vs M&S
- M&S vs Virginia Hayward
- M&S vs Panache
How has branded search demand for M&S changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for M&S in the United Kingdom fell from 6.7M to 6.1M.
- Across the 12 months ending September 2026, M&S rose from 14th to 13th among clothing shops in the United Kingdom.
How did search popularity change for United Kingdom clothing shops in September 2026?
6 changes
In September 2026, Next overtook Matalan to rank 3rd among clothing shops in the United Kingdom, with 10.2% of the searches.
In September 2026, Primark gained share of searches among clothing shops in the United Kingdom, from 26.1% to 26.7%.
In September 2026, Matalan lost share of searches among clothing shops in the United Kingdom, from 9.6% to 8%.
In September 2026, New Look lost share of searches among clothing shops in the United Kingdom, from 6.4% to 5.3%.
In September 2026, River Island lost share of searches among clothing shops in the United Kingdom, from 5.2% to 4.4%.
TK Maxx’s share of searches among clothing shops in the United Kingdom has gained ground for 3 months in a row, from 15.5% to 17.8% in September 2026.
How are M&S’s branded searches counted?
9 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
- m&s bras
- m&s food
- m&s hampers
- m&s jeans
- m&s lingerie
- marks and spencer
- marks and spencer clothing
- marks and spencer hampers
Do you work for M&S? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does M&S compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Supermarkets | 9th of 11 | 1% | Show ranking |
| Clothing shops | 13th of 15 | 0.72% | Shown above |
| Department stores | 1st of 8 | 47.3% | Show ranking |
| Lingerie brands | 4th of 8 | 5.7% | Show ranking |
| Jeans brands | 2nd of 7 | 23.2% | Show ranking |
| Hamper companies | 1st of 7 | 57.4% | Show ranking |
Is M&S your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.