M&S vs Selfridges:Which is searched more in the United Kingdom?
In September 2026, M&S had more branded searches than Selfridges among hamper companies in the United Kingdom. M&S had about 54,200 branded searches, while Selfridges had 1,900. M&S made up 57.4% of all hamper company searches we track, and Selfridges accounted for 2%.
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Is M&S or Selfridges more popular in search?
Compare the shops people in the UK order food and gift hampers from. 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.
Share of searches by month for M&S, 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% |
M&S and Selfridges sell other things too, so only their searches that name this product count here, like “m&s hampers”.
How has the M&S and Selfridges comparison changed over the last 12 months?
3 findings
- M&S was ahead of Selfridges in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Selfridges’ share of searches among hamper companies in the United Kingdom moved from 2.4% to 2%, and its estimated monthly branded searches moved from 2.9K to 1.9K.
How did search popularity change for United Kingdom hamper companies in September 2026?
2 changes
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 M&S in the United Kingdom fell 18.1% over 12 measured months, from 66.2K to 54.2K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using M&S’s and Selfridges’ 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.
M&S
2 branded search terms
- m&s hampers
- marks and spencer hampers
Selfridges
1 branded search term
- selfridges hampers
Other head-to-heads among hamper companies
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