Harrods vs Selfridges:Which is searched more in the United Kingdom?
In September 2026, Harrods and Selfridges were level in searches among department stores in the United Kingdom, with an estimated 1M branded searches each, at 8.6% of the total each.
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Is Harrods or Selfridges more popular in search?
Compare the department stores people in the UK shop at. 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 Harrods, Selfridges. The figures are in the table below the chart.
View monthly share of searches table
| Month | M&S | John Lewis | Harrods | Selfridges | Debenhams | Liberty London | House of Fraser | Harvey Nichols |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.9% | 24.1% | 8.8% | 8.8% | 8.8% | 1.8% | 2.7% | 1.2% |
| Nov 2025 | 39.9% | 26.8% | 8% | 9.8% | 9.8% | 2% | 2.4% | 1.3% |
| Dec 2025 | 39.6% | 24.2% | 10.9% | 10.9% | 8.9% | 2.2% | 2.2% | 1.2% |
| Jan 2026 | 42.4% | 25.9% | 7.7% | 9.4% | 9.4% | 1.6% | 2.3% | 1.3% |
| Feb 2026 | 44.6% | 22.3% | 8.2% | 10% | 10% | 1.6% | 2% | 1.3% |
| Mar 2026 | 46.6% | 23.3% | 8.5% | 8.5% | 8.5% | 1.7% | 1.7% | 1.1% |
| Apr 2026 | 43.7% | 21.8% | 9.7% | 9.7% | 9.7% | 2% | 2% | 1.3% |
| May 2026 | 45.5% | 22.7% | 10.1% | 8.3% | 8.3% | 2% | 1.7% | 1.4% |
| Jun 2026 | 39.6% | 24.2% | 10.8% | 10.8% | 8.8% | 2.2% | 1.8% | 1.8% |
| Jul 2026 | 39.9% | 24.4% | 10.9% | 10.9% | 8.9% | 2.2% | 1.5% | 1.5% |
| Aug 2026 | 45% | 22.5% | 10% | 10% | 6.8% | 2% | 1.7% | 2% |
| Sep 2026 | 47.3% | 23.6% | 8.6% | 8.6% | 7.1% | 2.1% | 1.4% | 1.2% |
How has the Harrods and Selfridges comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Harrods took it in May 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, Selfridges’ 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.
How did search popularity change for United Kingdom department stores in September 2026?
2 changes
In September 2026, Harrods lost share of searches among department stores in the United Kingdom, from 10% to 8.6%.
In September 2026, Selfridges lost share of searches among department stores in the United Kingdom, from 10% to 8.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Harrods’ 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.
Harrods
1 branded search term
- harrods
Selfridges
1 branded search term
- selfridges
Other head-to-heads among department stores
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