Liberty London vs Selfridges:Which is more popular?
In September 2026, Selfridges had more branded searches than Liberty London among department stores in the United Kingdom. Selfridges had about 1 million branded searches, while Liberty London had 246,000. Selfridges made up 8.6% 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, Selfridges appeared in all four answers and Liberty London in three. Selfridges was mentioned before Liberty London in every answer.
Who do people search for more?
Selfridges, about 4 searches for every 1 for Liberty London
Who does AI mention more?
Selfridges, mentioned in every answer we collected
Who does AI recommend more?
Selfridges, named ahead of Liberty London in every answer
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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. Liberty London was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Selfridges was listed before Liberty London in every answer.
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 Selfridges more popular in search?
This chart shows how often people search Google for Liberty London 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, 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 Selfridges comparison changed over the last 12 months?
3 findings
- Selfridges 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, 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, Liberty London rose from 7th to 6th 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 Liberty London’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.
Liberty London
1 branded search term
- liberty london
Selfridges
1 branded search term
- selfridges
Other head-to-heads among department stores
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