--- title: "M&S vs Selfridges: Which is searched more in the United Kingdom?" description: "Is M&S or Selfridges 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/marks-and-spencer-vs-selfridges" publisher: "Brandwave" --- # M&S vs Selfridges: Which is searched more in the United Kingdom? Is M&S or Selfridges 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**: M&S and Selfridges - **Competitive set**: Hamper companies - **Market**: United Kingdom - **Month measured**: Sep 2026 - **M&S Share of Search**: 57.4% - **Selfridges Share of Search**: 2% ## Is M&S or Selfridges more popular in search? - 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%. - 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. ## Top hamper companies in ChatGPT and Google AI Overviews In three ChatGPT questions and 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. Selfridges was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. M&S was listed before Selfridges in two out of three answers that named either. 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 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. ## Month by month | Month | M&S estimated searches | M&S Share of Search | M&S rank | Selfridges estimated searches | Selfridges Share of Search | Selfridges rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 66.2K | 54.3% | 1 | 2.9K | 2.4% | 6 | | Nov 2025 | 181K | 59.1% | 1 | 6.6K | 2.2% | 6 | | Dec 2025 | 402K | 60.9% | 1 | 14.8K | 2.2% | 6 | | Jan 2026 | 36.2K | 47.9% | 1 | 1.6K | 2.1% | 6 | | Feb 2026 | 44.4K | 58% | 1 | 1.3K | 1.7% | 6 | | Mar 2026 | 54.2K | 58.4% | 1 | 1.6K | 1.7% | 6 | | Apr 2026 | 36.2K | 57.7% | 1 | 1.3K | 2.1% | 6 | | May 2026 | 36.2K | 56.8% | 1 | 1.3K | 2% | 6 | | Jun 2026 | 44.4K | 57.3% | 1 | 1.6K | 2.1% | 6 | | Jul 2026 | 44.4K | 57.3% | 1 | 1.6K | 2.1% | 6 | | Aug 2026 | 44.4K | 57.6% | 1 | 1.6K | 2.1% | 6 | | Sep 2026 | 54.2K | 57.4% | 1 | 1.9K | 2% | 6 | ## How each brand is measured 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**: Measured on the search terms “m&s hampers” and “marks and spencer hampers”, summed into one figure. - **Selfridges**: Measured on the search term “selfridges hampers”. - [M&S profile](/demand/uk/brands/marks-and-spencer) - [Selfridges profile](/demand/uk/brands/selfridges) - [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 M&S or Selfridges more popular in search? 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%. ## Cite this page Brandwave. "M&S vs Selfridges: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/categories/uk-hamper-companies/compare/marks-and-spencer-vs-selfridges This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-hamper-companies/compare/marks-and-spencer-vs-selfridges. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.