Liberty London vs M&S:Which is more popular?
In September 2026, M&S had more branded searches than Liberty London among department stores in the United Kingdom. M&S had about 5.5 million branded searches, while Liberty London had 246,000. M&S made up 47.3% of all department store searches we track, and Liberty London accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about department stores, Liberty London appeared in three of the four answers and M&S in none.
Who do people search for more?
M&S, about 22 searches for every 1 for Liberty London
Who does AI mention more?
Liberty London, mentioned in 3 of 4 answers, M&S in 0
Who does AI recommend more?
Liberty London, the only one of the two named
Follow Liberty London vs M&S and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top department stores in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Liberty London was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. M&S 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 Liberty London or M&S more popular in search?
This chart shows how often people search Google for Liberty London and M&S 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 M&S, Liberty London. 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 Liberty London and M&S comparison changed over the last 12 months?
3 findings
- M&S was ahead of Liberty London in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Liberty London’s share of searches among department stores in the United Kingdom moved from 1.8% to 2.1%, and its estimated monthly branded searches held steady at 246K.
- 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.
How did search popularity change for United Kingdom department stores in September 2026?
2 changes
In September 2026, M&S gained share of searches among department stores in the United Kingdom, from 45% to 47.3%.
In September 2026, Liberty London rose from 7th to 6th among department stores in the United Kingdom.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Liberty London’s 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.
Liberty London
1 branded search term
- liberty london
M&S
2 branded search terms
- m&s
- marks and spencer
Other head-to-heads among department stores
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.