Fortnum & Mason vs Selfridges:Which is searched more in the United Kingdom?
In September 2026, Fortnum & Mason had more branded searches than Selfridges among hamper companies in the United Kingdom. Fortnum & Mason had about 27,100 branded searches, while Selfridges had 1,900. Fortnum & Mason made up 28.7% of all hamper company searches we track, and Selfridges accounted for 2%.
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Is Fortnum & Mason 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 Fortnum & Mason, 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% |
Selfridges sells other things too, so only its searches that name this product count here, like “selfridges hampers”.
How has the Fortnum & Mason and Selfridges comparison changed over the last 12 months?
3 findings
- Fortnum & Mason was ahead of Selfridges in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fortnum & Mason’s share of searches among hamper companies in the United Kingdom moved from 27.1% to 28.7%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
- 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 Fortnum & Mason in the United Kingdom fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Fortnum & Mason’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.
Fortnum & Mason
1 branded search term
- fortnum and mason hampers
Selfridges
1 branded search term
- selfridges hampers
Other head-to-heads among hamper companies
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