House of Fraser vs Selfridges:Which is more popular?
In September 2026, Selfridges had more branded searches than House of Fraser among department stores in the United Kingdom. Selfridges had about 1 million branded searches, while House of Fraser had 165,000. Selfridges made up 8.6% of all department store searches we track, and House of Fraser accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about department stores, Selfridges appeared in all four answers and House of Fraser in none.
Who do people search for more?
Selfridges, about 6 searches for every 1 for House of Fraser
Who does AI mention more?
Selfridges, mentioned in every answer we collected
Who does AI recommend more?
Selfridges, the only one of the two named
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Top department stores in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Selfridges appeared in all four answers. House of Fraser did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Harrods4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Selfridges4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
John Lewis3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Liberty London3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Harvey Nichols2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
M&S0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Debenhams0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
House of Fraser0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about department stores
4 answers
Asked ChatGPT
“Which department store should I shop at in the UK?”
Asked ChatGPT
“What are the best department stores in the UK?”
Asked ChatGPT
“What's the best UK department store for designer brands?”
Searched Google, AI Overview
“department store”
Searched Google, AI Overview
“department stores near me”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is House of Fraser or Selfridges more popular in search?
This chart shows how often people search Google for House of Fraser and Selfridges by name. Each line represents a brand's share of searches for all eight department stores we track, month by month, from searches in United Kingdom.
Share of searches by month for Selfridges, House of Fraser. 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 House of Fraser and Selfridges comparison changed over the last 12 months?
3 findings
- Selfridges was ahead of House of Fraser in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, House of Fraser’s share of searches among department stores in the United Kingdom moved from 2.7% to 1.4%, and its estimated monthly branded searches moved from 368K to 165K.
- 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, Selfridges lost share of searches among department stores in the United Kingdom, from 10% to 8.6%.
In September 2026, House of Fraser rose from 8th to 7th among department stores in the United Kingdom.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using House of Fraser’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.
House of Fraser
1 branded search term
- house of fraser
Selfridges
1 branded search term
- selfridges
Other head-to-heads among department stores
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