--- 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 Department stores 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/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 Department stores 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**: Department stores - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Harrods Share of Search**: 8.6% - **M&S Share of Search**: 47.3% ## Is Harrods or M&S more popular in search? - In September 2026, M&S had more branded searches than Harrods among department stores in the United Kingdom. M&S had about 5.5 million branded searches, while Harrods had 1 million. M&S made up 47.3% of all department store searches we track, and Harrods accounted for 8.6%. - 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 department stores in the United Kingdom moved from 8.8% to 8.6%, and its estimated monthly branded searches moved from 1.2M to 1M. - Across the 12 months ending September 2026, M&S’s share of searches among department stores in the United Kingdom moved from 43.9% to 47.3%, and its estimated monthly branded searches moved from 6.1M to 5.5M. ## Top department stores in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Harrods appeared in all four answers. M&S did not appear in any 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 | | --- | --- | --- | --- | --- | | Harrods | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Selfridges | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | John Lewis | 3rd | 2 of 3 | 1 of 1 | 3 of 4 | | Liberty London | 4th | 2 of 3 | 1 of 1 | 3 of 4 | | Harvey Nichols | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | M&S | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Debenhams | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | House of Fraser | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about department stores - Asked ChatGPT "Which department store should I shop at in the UK?": 1. John Lewis, 2. Selfridges, 3. Harrods - Asked ChatGPT "What are the best department stores in the UK?": 1. Harrods, 2. Selfridges, 3. Liberty London, 4. John Lewis, 5. Harvey Nichols - Asked ChatGPT "What's the best UK department store for designer brands?": 1. Harrods, 2. Selfridges, 3. Harvey Nichols, 4. Liberty London - Searched Google, AI Overview "department store": 1. Harrods, 2. Selfridges, 3. John Lewis, 4. Liberty London Not named in any answer: M&S, Debenhams and House of Fraser. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom department stores in September 2026? - In September 2026, M&S gained share of searches among department stores in the United Kingdom, from 45% to 47.3%. - In September 2026, Harrods lost share of searches among department stores in the United Kingdom, from 10% to 8.6%. ## 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 | 1.2M | 8.8% | 4 | 6.1M | 43.9% | 1 | | Nov 2025 | 1.5M | 8% | 5 | 7.4M | 39.9% | 1 | | Dec 2025 | 2.2M | 10.9% | 3 | 8.2M | 39.6% | 1 | | Jan 2026 | 1M | 7.7% | 5 | 5.5M | 42.4% | 1 | | Feb 2026 | 823K | 8.2% | 5 | 4.5M | 44.6% | 1 | | Mar 2026 | 1M | 8.5% | 4 | 5.5M | 46.6% | 1 | | Apr 2026 | 1M | 9.7% | 4 | 4.5M | 43.7% | 1 | | May 2026 | 1.2M | 10.1% | 3 | 5.5M | 45.5% | 1 | | Jun 2026 | 1.2M | 10.8% | 3 | 4.5M | 39.6% | 1 | | Jul 2026 | 1.2M | 10.9% | 3 | 4.5M | 39.9% | 1 | | Aug 2026 | 1.2M | 10% | 3 | 5.5M | 45% | 1 | | Sep 2026 | 1M | 8.6% | 3 | 5.5M | 47.3% | 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”. - **M&S**: Measured on the search terms “m&s” and “marks and spencer”, summed into one figure. - [Harrods profile](/demand/uk/brands/harrods) - [M&S profile](/demand/uk/brands/marks-and-spencer) - [All department stores in the United Kingdom](/demand/uk/categories/uk-department-stores): The set both shares are measured inside, 8 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 department stores in the United Kingdom. M&S had about 5.5 million branded searches, while Harrods had 1 million. M&S made up 47.3% of all department store searches we track, and Harrods accounted for 8.6%. ## Cite this page Brandwave. "Harrods vs M&S: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/harrods-vs-marks-and-spencer This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/harrods-vs-marks-and-spencer. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.