How popular isM&S?
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. When we asked both ChatGPT and Google AI Overviews about department stores, M&S did not appear in any of the answers.
M&S is the most searched of 8 competitors and not listed in any AI answer.
M&SShare of searches 47.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
John LewisShare of searches 23.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
HarrodsShare of searches 8.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
SelfridgesShare of searches 8.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
DebenhamsShare of searches 7.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top department stores in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, M&S did not appear in any of the four answers.
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.
- Harrods4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Selfridges4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- John Lewis3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Liberty London3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Harvey Nichols2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- M&S0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Debenhams0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
House of Fraser0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about department stores
4 answers
Asked ChatGPT
“Which department store should I shop at in the UK?”
Asked ChatGPT
“What are the best department stores in the UK?”
Asked ChatGPT
“What's the best UK department store for designer brands?”
Searched Google, AI Overview
“department store”
Searched Google, AI Overview
“department stores near me”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which department stores compete with M&S?
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
| Month | M&S | John Lewis | Harrods | Selfridges | Debenhams | Liberty London | House of Fraser | Harvey Nichols |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.9% | 24.1% | 8.8% | 8.8% | 8.8% | 1.8% | 2.7% | 1.2% |
| Nov 2025 | 39.9% | 26.8% | 8% | 9.8% | 9.8% | 2% | 2.4% | 1.3% |
| Dec 2025 | 39.6% | 24.2% | 10.9% | 10.9% | 8.9% | 2.2% | 2.2% | 1.2% |
| Jan 2026 | 42.4% | 25.9% | 7.7% | 9.4% | 9.4% | 1.6% | 2.3% | 1.3% |
| Feb 2026 | 44.6% | 22.3% | 8.2% | 10% | 10% | 1.6% | 2% | 1.3% |
| Mar 2026 | 46.6% | 23.3% | 8.5% | 8.5% | 8.5% | 1.7% | 1.7% | 1.1% |
| Apr 2026 | 43.7% | 21.8% | 9.7% | 9.7% | 9.7% | 2% | 2% | 1.3% |
| May 2026 | 45.5% | 22.7% | 10.1% | 8.3% | 8.3% | 2% | 1.7% | 1.4% |
| Jun 2026 | 39.6% | 24.2% | 10.8% | 10.8% | 8.8% | 2.2% | 1.8% | 1.8% |
| Jul 2026 | 39.9% | 24.4% | 10.9% | 10.9% | 8.9% | 2.2% | 1.5% | 1.5% |
| Aug 2026 | 45% | 22.5% | 10% | 10% | 6.8% | 2% | 1.7% | 2% |
| Sep 2026 | 47.3% | 23.6% | 8.6% | 8.6% | 7.1% | 2.1% | 1.4% | 1.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 47.3% | 5.5M | 0% | +2.3 points | |
| 2, held 2nd | 23.6% | 2.7M | 0% | +1.1 points | |
| 3, held 3rd | 8.6% | 1M | -18% | -1.4 points | |
| 4, held 4th | 8.6% | 1M | -18% | -1.4 points | |
| 5, held 5th | 7.1% | 823K | 0% | +0.3 points | |
| 6, moved from 7th to 6th | 2.1% | 246K | 0% | +0.1 pointsmoved from 7th to 6th | |
| 7, moved from 8th to 7th | 1.4% | 165K | -17.9% | -0.2 pointsmoved from 8th to 7th | |
| 8, moved from 6th to 8th | 1.2% | 135K | -45.1% | -0.9 pointsmoved from 6th to 8th |
1.
M&S47.3%
Held 1st. 5.5M estimated branded searches, 0% vs prior month. Share +2.3 points.
23.6%
Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share +1.1 points.
3.
Harrods8.6%
Held 3rd. 1M estimated branded searches, -18% vs prior month. Share -1.4 points.
8.6%
Held 4th. 1M estimated branded searches, -18% vs prior month. Share -1.4 points.
7.1%
Held 5th. 823K estimated branded searches, 0% vs prior month. Share +0.3 points.
2.1%
Moved from 7th to 6th. 246K estimated branded searches, 0% vs prior month. Share +0.1 points.
1.4%
Moved from 8th to 7th. 165K estimated branded searches, -17.9% vs prior month. Share -0.2 points.
1.2%
Moved from 6th to 8th. 135K estimated branded searches, -45.1% vs prior month. Share -0.9 points.
Compare 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
In September 2026, M&S gained share of searches among department stores in the United Kingdom, from 45% to 47.3%.
In September 2026, John Lewis gained share of searches among department stores in the United Kingdom, from 22.5% to 23.6%.
In September 2026, Harrods lost share of searches among department stores in the United Kingdom, from 10% to 8.6%.
In September 2026, Selfridges lost share of searches among department stores in the United Kingdom, from 10% to 8.6%.
In September 2026, Harvey Nichols lost share of searches among department stores in the United Kingdom, from 2% to 1.2%.
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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Is M&S your brand?
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