--- title: "Harrods vs M&S: Which is searched more in the United Kingdom?" description: "Is Harrods or M&S more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hamper companies set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/categories/uk-hamper-companies/compare/harrods-vs-marks-and-spencer" publisher: "Brandwave" --- # Harrods vs M&S: Which is searched more in the United Kingdom? Is Harrods or M&S more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hamper companies set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Harrods and M&S - **Competitive set**: Hamper companies - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Harrods Share of Search**: 4.7% - **M&S Share of Search**: 57.4% ## Is Harrods or M&S more popular in search? - In September 2026, M&S had more branded searches than Harrods among hamper companies in the United Kingdom. M&S had about 54,200 branded searches, while Harrods had 4,400. M&S made up 57.4% of all hamper company searches we track, and Harrods accounted for 4.7%. - M&S was ahead of Harrods in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Harrods’ share of searches among hamper companies in the United Kingdom moved from 5.4% to 4.7%, and its estimated monthly branded searches moved from 6.6K to 4.4K. - Across the 12 months ending September 2026, M&S’s share of searches among hamper companies in the United Kingdom moved from 54.3% to 57.4%, and its estimated monthly branded searches moved from 66.2K to 54.2K. ## Top hamper companies in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Harrods was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. M&S was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Harrods and M&S were each listed first in two of the four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Fortnum & Mason | 1st | 1 of 3 | 2 of 2 | 3 of 5 | | Harrods | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | M&S | 3rd | 0 of 3 | 2 of 2 | 2 of 5 | | Selfridges | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | John Lewis | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Waitrose | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Virginia Hayward | Not ranked | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about hamper companies - Asked ChatGPT "Where can I buy the best Christmas hamper in the UK?": 1. Fortnum & Mason, 2. Harrods - Asked ChatGPT "What's the best luxury food hamper to send as a gift in the UK?": 1. Harrods, 2. Selfridges - Asked ChatGPT "Which UK hamper companies are good for corporate gifts?": 1. Virginia Hayward - Searched Google, AI Overview "hampers": 1. Fortnum & Mason, 2. M&S - Searched Google, AI Overview "christmas hampers": 1. Fortnum & Mason, 2. M&S Not named in any answer: John Lewis and Waitrose. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How did search popularity change for United Kingdom hamper companies 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 M&S in the United Kingdom fell 18.1% over 12 measured months, from 66.2K to 54.2K in September 2026. ## Month by month | Month | Harrods estimated searches | Harrods Share of Search | Harrods rank | M&S estimated searches | M&S Share of Search | M&S rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 6.6K | 5.4% | 3 | 66.2K | 54.3% | 1 | | Nov 2025 | 14.8K | 4.8% | 3 | 181K | 59.1% | 1 | | Dec 2025 | 33.1K | 5% | 4 | 402K | 60.9% | 1 | | Jan 2026 | 3.6K | 4.8% | 3 | 36.2K | 47.9% | 1 | | Feb 2026 | 2.9K | 3.8% | 3 | 44.4K | 58% | 1 | | Mar 2026 | 3.6K | 3.9% | 3 | 54.2K | 58.4% | 1 | | Apr 2026 | 2.9K | 4.6% | 3 | 36.2K | 57.7% | 1 | | May 2026 | 2.9K | 4.6% | 3 | 36.2K | 56.8% | 1 | | Jun 2026 | 3.6K | 4.6% | 3 | 44.4K | 57.3% | 1 | | Jul 2026 | 3.6K | 4.6% | 3 | 44.4K | 57.3% | 1 | | Aug 2026 | 3.6K | 4.7% | 3 | 44.4K | 57.6% | 1 | | Sep 2026 | 4.4K | 4.7% | 3 | 54.2K | 57.4% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Harrods’ and M&S’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Harrods**: Measured on the search term “harrods hampers”. - **M&S**: Measured on the search terms “m&s hampers” and “marks and spencer hampers”, summed into one figure. - [Harrods profile](/demand/uk/brands/harrods) - [M&S profile](/demand/uk/brands/marks-and-spencer) - [All hamper companies in the United Kingdom](/demand/uk/categories/uk-hamper-companies): The set both shares are measured inside, 7 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Harrods or M&S more popular in search? In September 2026, M&S had more branded searches than Harrods among hamper companies in the United Kingdom. M&S had about 54,200 branded searches, while Harrods had 4,400. M&S made up 57.4% of all hamper company searches we track, and Harrods accounted for 4.7%. ## Cite this page Brandwave. "Harrods vs M&S: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/categories/uk-hamper-companies/compare/harrods-vs-marks-and-spencer This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-hamper-companies/compare/harrods-vs-marks-and-spencer. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.