How popular isM&S in search?
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 57.4% of all United Kingdom hamper company searches, placing M&S first out of seven companies.
M&S57.4%
Fortnum & Mason28.7%
Harrods4.7%
John Lewis3.1%
Waitrose2.5%
Selfridges2%
Virginia Hayward1.7%
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Which hamper companies compete with M&S?
Share of searches by month for M&S, Fortnum & Mason, Harrods, John Lewis, Waitrose, Selfridges. The figures are in the table below the chart.
View monthly share of searches table
| Month | M&S | Fortnum & Mason | Harrods | John Lewis | Waitrose | Selfridges | Virginia Hayward |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.3% | 27.1% | 5.4% | 4.4% | 4.4% | 2.4% | 2% |
| Nov 2025 | 59.1% | 24.2% | 4.8% | 4.8% | 4% | 2.2% | 0.95% |
| Dec 2025 | 60.9% | 20.4% | 5% | 6.1% | 4.1% | 2.2% | 1.2% |
| Jan 2026 | 47.9% | 35.8% | 4.8% | 4.8% | 2.5% | 2.1% | 2.1% |
| Feb 2026 | 58% | 29% | 3.8% | 3.8% | 2.5% | 1.7% | 1.3% |
| Mar 2026 | 58.4% | 29.2% | 3.9% | 3.1% | 2.6% | 1.7% | 1.1% |
| Apr 2026 | 57.7% | 28.9% | 4.6% | 3% | 2.6% | 2.1% | 1.1% |
| May 2026 | 56.8% | 28.4% | 4.6% | 3.8% | 3% | 2% | 1.4% |
| Jun 2026 | 57.3% | 28.7% | 4.6% | 3.7% | 2.5% | 2.1% | 1.1% |
| Jul 2026 | 57.3% | 28.7% | 4.6% | 3.7% | 2.5% | 2.1% | 1.1% |
| Aug 2026 | 57.6% | 28.8% | 4.7% | 3.1% | 2.5% | 2.1% | 1.3% |
| Sep 2026 | 57.4% | 28.7% | 4.7% | 3.1% | 2.5% | 2% | 1.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 57.4% | 54.2K | +22.1% | -0.2 points | |
| 2, held 2nd | 28.7% | 27.1K | +22.1% | -0.1 points | |
| 3, held 3rd | 4.7% | 4.4K | +22.2% | 0 points | |
| 4, held 4th | 3.1% | 2.9K | +20.8% | 0 points | |
| 5, held 5th | 2.5% | 2.4K | +26.3% | +0.1 points | |
| 6, held 6th | 2% | 1.9K | +18.8% | -0.1 points | |
| 7, held 7th | 1.7% | 1.6K | +60% | +0.4 points |
1.
M&S57.4%
Held 1st. 54.2K estimated branded searches, +22.1% vs prior month. Share -0.2 points.
28.7%
Held 2nd. 27.1K estimated branded searches, +22.1% vs prior month. Share -0.1 points.
3.
Harrods4.7%
Held 3rd. 4.4K estimated branded searches, +22.2% vs prior month. Share 0 points.
3.1%
Held 4th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.
5.
Waitrose2.5%
Held 5th. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.1 points.
2%
Held 6th. 1.9K estimated branded searches, +18.8% vs prior month. Share -0.1 points.
1.7%
Held 7th. 1.6K estimated branded searches, +60% vs prior month. Share +0.4 points.
M&S, Harrods and 3 other brands sell other things too, so only their searches that name this product count here, like “m&s hampers”.
Compare search 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?
3 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’s share of searches among hamper companies in the United Kingdom increased from 54.3% to 57.4%.
- Across the 12 months ending September 2026, M&S’s share of searches among hamper companies in the United Kingdom peaked at 60.9% in December 2025 and was lowest at 47.9% in January 2026.
How did search popularity change for United Kingdom hamper companies in September 2026?
6 changes
Estimated monthly branded searches for Waitrose in the United Kingdom fell 55.6% over 12 measured months, from 5.4K to 2.4K in September 2026.
Estimated monthly branded searches for John Lewis in the United Kingdom fell 46.3% over 12 measured months, from 5.4K to 2.9K in September 2026.
Estimated monthly branded searches for Selfridges in the United Kingdom fell 34.5% over 12 measured months, from 2.9K to 1.9K in September 2026.
Estimated monthly branded searches for Harrods in the United Kingdom fell 33.3% over 12 measured months, from 6.6K to 4.4K in September 2026.
Estimated monthly branded searches for Virginia Hayward in the United Kingdom fell 33.3% over 12 measured months, from 2.4K to 1.6K in September 2026.
Estimated monthly branded searches for Fortnum & Mason in the United Kingdom fell 18.1% over 12 measured months, from 33.1K to 27.1K 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% | Show ranking |
| 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% | Shown above |
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.