Clothing shops in the United Kingdom:Which are most popular?

Name: Clothing shops in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Primark was the most searched clothing shop in the United Kingdom, accounting for 26.7% of all searches among the 15 shops we track. When we checked with ChatGPT and Google AI Overviews, Primark, Uniqlo, M&S and George were mentioned most often, in two of the three answers. Primark was recommended most often, coming first in one out of three responses.

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Top clothing shops in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions, Primark, Uniqlo, M&S and George were mentioned most often, in two of the three answers. Primark was recommended most often, coming first in one out of three answers. Uniqlo was second, and M&S was third. Matalan, which ranked fifth in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

Primark1st
Uniqlo2nd
M&S3rd
Next4th
George5th
TK Maxx6th
H&M7th
Zara8th
Matalan–
New Look–
River Island–
Tu–
Peacocks–
F&F–
Mango–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Answers that named it
Primark	Named in 2 of 3 ChatGPT answers	2 of 3
Uniqlo	Named in 2 of 3 ChatGPT answers	2 of 3
M&S	Named in 2 of 3 ChatGPT answers	2 of 3
George	Named in 2 of 3 ChatGPT answers	2 of 3
TK Maxx	Named in 1 of 3 ChatGPT answers	1 of 3
Next	Named in 1 of 3 ChatGPT answers	1 of 3
H&M	Named in 1 of 3 ChatGPT answers	1 of 3
Zara	Named in 1 of 3 ChatGPT answers	1 of 3
Matalan	Named in 0 of 3 ChatGPT answers	0 of 3
New Look	Named in 0 of 3 ChatGPT answers	0 of 3
River Island	Named in 0 of 3 ChatGPT answers	0 of 3
Tu	Named in 0 of 3 ChatGPT answers	0 of 3
Peacocks	Named in 0 of 3 ChatGPT answers	0 of 3
F&F	Named in 0 of 3 ChatGPT answers	0 of 3
Mango	Named in 0 of 3 ChatGPT answers	0 of 3

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
River Island0 of 3Named in 0 of 3 ChatGPT answers
Tu0 of 3Named in 0 of 3 ChatGPT answers
Peacocks0 of 3Named in 0 of 3 ChatGPT answers
F&F0 of 3Named in 0 of 3 ChatGPT answers
Mango0 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?”
1. 1Primark
2. 2TK Maxx
3. 3George
4. 4Uniqlo
Asked ChatGPT
“Which high street shop has the best quality basics?”
1. 1Uniqlo
2. 2M&S
Asked ChatGPT
“Where should I buy kids' clothes in the UK?”
1. 1Next
2. 2Primark
3. 3M&S
4. 4H&M
5. 5George
6. 6Zara
Searched Google, AI Overview
“clothes shops”
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 27, 2026.

Which clothing shops do people search for most?

This chart shows how often people search Google for each clothing shop by name. Each line represents a brand's share of searches for all 15 clothing shops we track, month by month, from searches in United Kingdom.

Share of searches among clothing shops in the United Kingdom, by month

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	Primark	26.7%	6.1M	0%	+0.6 points
2, held 2nd	TK Maxx	17.8%	4.1M	0%	+0.4 points
3, moved from 4th to 3rd	Next	10.2%	2.3M	+21.4%	+2 pointsmoved from 4th to 3rd
4, moved from 5th to 4th	H&M	8%	1.8M	0%	+0.2 pointsmoved from 5th to 4th
5, moved from 3rd to 5th	Matalan	8%	1.8M	-18.3%	-1.6 pointsmoved from 3rd to 5th
6, held 6th	Zara	8%	1.8M	0%	+0.2 points
7, held 7th	New Look	5.3%	1.2M	-18.7%	-1.1 points
8, held 8th	River Island	4.4%	1M	-18%	-0.8 points
9, held 9th	Uniqlo	4.4%	1M	0%	+0.1 points
10, held 10th	Tu Sainsbury's	2.9%	673K	0%	+0.1 points
11, held 11th	Peacocks	2%	450K	0%	0 points
12, held 12th	F&F Tesco	0.88%	201K	0%	0 points
13, held 13th	M&S	0.72%	165K	0%	0 points
14, held 14th	George Asda	0.7%	160K	0%	0 points
15, held 15th	Mango	0.06%	14.8K	+22.3%	0 points

1.Primark
26.7%
Held 1st. 6.1M estimated branded searches, 0% vs prior month. Share +0.6 points.
2.TK Maxx
17.8%
Held 2nd. 4.1M estimated branded searches, 0% vs prior month. Share +0.4 points.
3.Next
10.2%
Moved from 4th to 3rd. 2.3M estimated branded searches, +21.4% vs prior month. Share +2 points.
4.H&M
8%
Moved from 5th to 4th. 1.8M estimated branded searches, 0% vs prior month. Share +0.2 points.
5.Matalan
8%
Moved from 3rd to 5th. 1.8M estimated branded searches, -18.3% vs prior month. Share -1.6 points.
6.Zara
8%
Held 6th. 1.8M estimated branded searches, 0% vs prior month. Share +0.2 points.
7.New Look
5.3%
Held 7th. 1.2M estimated branded searches, -18.7% vs prior month. Share -1.1 points.
8.River Island
4.4%
Held 8th. 1M estimated branded searches, -18% vs prior month. Share -0.8 points.
9.Uniqlo
4.4%
Held 9th. 1M estimated branded searches, 0% vs prior month. Share +0.1 points.
10.Tu
2.9%
Held 10th. 673K estimated branded searches, 0% vs prior month. Share +0.1 points.
11.Peacocks
2%
Held 11th. 450K estimated branded searches, 0% vs prior month. Share 0 points.
12.F&F
0.88%
Held 12th. 201K estimated branded searches, 0% vs prior month. Share 0 points.
13.M&S
0.72%
Held 13th. 165K estimated branded searches, 0% vs prior month. Share 0 points.
14.George
0.7%
Held 14th. 160K estimated branded searches, 0% vs prior month. Share 0 points.
15.Mango
0.06%
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”.

Which brand is most popular in search among clothing shops in the United Kingdom?

15 brands

In September 2026, Primark was the most searched among clothing shops in the United Kingdom, with an estimated 6.1M branded searches, 26.7% of all searches for the 15 we track. TK Maxx is in 2nd place, 8.9 percentage points behind at 17.8%.

United Kingdom clothing shops, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Primark	24.9% → 26.7%	26.7%Sep 2026	21.3%Jan 2026	1st
TK Maxx	16.6% → 17.8%	19.3%Feb 2026	15.5%Jun 2026	2nd
Next	6.5% → 10.2%	10.2%Sep 2026	6.5%Oct 2025	6th → 3rd
H&M	7.4% → 8%	8.6%Jul 2026	6.8%Dec 2025	5th → 4th
Matalan	9.1% → 8%	10.7%Apr 2026	8%Sep 2026	3rd → 5th
Zara	9.1% → 8%	10.4%Jun 2026	7.8%Aug 2026	4th → 6th
New Look	6.1% → 5.3%	8%May 2026	5.3%Sep 2026	7th
River Island	6.1% → 4.4%	6.8%Dec 2025	4.4%Sep 2026	8th
Uniqlo	6.1% → 4.4%	6.3%Jan 2026	3.9%Jul 2026	9th
Tu	3.3% → 2.9%	3.3%Oct 2025	2.5%Dec 2025	10th
Peacocks	2.7% → 2%	3%Nov 2025	1.9%Aug 2026	11th
F&F	0.82% → 0.88%	0.88%Nov 2025	0.61%Dec 2025	12th
M&S	0.55% → 0.72%	0.77%Jul 2026	0.5%Dec 2025	14th → 13th
George	0.65% → 0.7%	0.76%Feb 2026	0.59%Dec 2025	13th → 14th
Mango	0.06%	0.09%Apr 2026	0.05%Aug 2026	15th

Each finding as a sentence

Across the 12 months ending September 2026, Primark’s share of searches among clothing shops in the United Kingdom increased from 24.9% to 26.7%.
Across the 12 months ending September 2026, TK Maxx’s share of searches among clothing shops in the United Kingdom increased from 16.6% to 17.8%.
Across the 12 months ending September 2026, Next’s share of searches among clothing shops in the United Kingdom increased from 6.5% to 10.2%.
Across the 12 months ending September 2026, H&M’s share of searches among clothing shops in the United Kingdom increased from 7.4% to 8%.
Across the 12 months ending September 2026, Matalan’s share of searches among clothing shops in the United Kingdom decreased from 9.1% to 8%.
Across the 12 months ending September 2026, Zara’s share of searches among clothing shops in the United Kingdom decreased from 9.1% to 8%.
Across the 12 months ending September 2026, New Look’s share of searches among clothing shops in the United Kingdom decreased from 6.1% to 5.3%.
Across the 12 months ending September 2026, River Island’s share of searches among clothing shops in the United Kingdom decreased from 6.1% to 4.4%.
Across the 12 months ending September 2026, Uniqlo’s share of searches among clothing shops in the United Kingdom decreased from 6.1% to 4.4%.
Across the 12 months ending September 2026, Peacocks’ share of searches among clothing shops in the United Kingdom decreased from 2.7% to 2%.
Across the 12 months ending September 2026, Primark’s share of searches among clothing shops in the United Kingdom peaked at 26.7% in September 2026 and was lowest at 21.3% in January 2026.
Across the 12 months ending September 2026, TK Maxx’s share of searches among clothing shops in the United Kingdom peaked at 19.3% in February 2026 and was lowest at 15.5% in June 2026.
Across the 12 months ending September 2026, H&M’s share of searches among clothing shops in the United Kingdom peaked at 8.6% in July 2026 and was lowest at 6.8% in December 2025.
Across the 12 months ending September 2026, Matalan’s share of searches among clothing shops in the United Kingdom peaked at 10.7% in April 2026 and was lowest at 8% in September 2026.
Across the 12 months ending September 2026, Zara’s share of searches among clothing shops in the United Kingdom peaked at 10.4% in June 2026 and was lowest at 7.8% in August 2026.
Across the 12 months ending September 2026, New Look’s share of searches among clothing shops in the United Kingdom peaked at 8% in May 2026 and was lowest at 5.3% in September 2026.
Across the 12 months ending September 2026, River Island’s share of searches among clothing shops in the United Kingdom peaked at 6.8% in December 2025 and was lowest at 4.4% in September 2026.
Across the 12 months ending September 2026, Uniqlo’s share of searches among clothing shops in the United Kingdom peaked at 6.3% in January 2026 and was lowest at 3.9% in July 2026.
Across the 12 months ending September 2026, Peacocks’ share of searches among clothing shops in the United Kingdom peaked at 3% in November 2025 and was lowest at 1.9% in August 2026.
Across the 12 months ending September 2026, Next rose from 6th to 3rd among clothing shops in the United Kingdom.
Across the 12 months ending September 2026, H&M rose from 5th to 4th among clothing shops in the United Kingdom.
Across the 12 months ending September 2026, Matalan fell from 3rd to 5th among clothing shops in the United Kingdom.
Across the 12 months ending September 2026, Zara fell from 4th to 6th among clothing shops in the United Kingdom.
Across the 12 months ending September 2026, M&S rose from 14th to 13th among clothing shops in the United Kingdom.
Across the 12 months ending September 2026, George fell from 13th to 14th among clothing shops in the United Kingdom.
Across the 12 months ending September 2026, Tu, F&F and Mango held steady: their share of searches among clothing shops in the United Kingdom each moved less than 0.5 percentage points.

How did search popularity change for United Kingdom clothing shops in September 2026?

8 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.
In September 2026, H&M rose from 5th to 4th among clothing shops in the United Kingdom.
Estimated monthly branded searches for M&S in the United Kingdom rose 22.2% over 12 measured months, from 135K to 165K in September 2026.

How are branded searches counted for clothing shops?

18 search terms

Each brand's share of searches among clothing shops comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.