M&S vs Virginia Hayward:Which is searched more in the United Kingdom?
In September 2026, M&S had more branded searches than Virginia Hayward among hamper companies in the United Kingdom. M&S had about 54,200 branded searches, while Virginia Hayward had 1,600. M&S made up 57.4% of all hamper company searches we track, and Virginia Hayward accounted for 1.7%.
Follow M&S vs Virginia Hayward 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
Is M&S or Virginia Hayward more popular in search?
Compare the shops people in the UK order food and gift hampers from. 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 M&S, Virginia Hayward. The figures are in the table below the chart.
View monthly share of searches table
| Month | M&S | Fortnum & Mason | Harrods | John Lewis | Waitrose | Selfridges | Virginia Hayward |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.3% | 27.1% | 5.4% | 4.4% | 4.4% | 2.4% | 2% |
| Nov 2025 | 59.1% | 24.2% | 4.8% | 4.8% | 4% | 2.2% | 0.95% |
| Dec 2025 | 60.9% | 20.4% | 5% | 6.1% | 4.1% | 2.2% | 1.2% |
| Jan 2026 | 47.9% | 35.8% | 4.8% | 4.8% | 2.5% | 2.1% | 2.1% |
| Feb 2026 | 58% | 29% | 3.8% | 3.8% | 2.5% | 1.7% | 1.3% |
| Mar 2026 | 58.4% | 29.2% | 3.9% | 3.1% | 2.6% | 1.7% | 1.1% |
| Apr 2026 | 57.7% | 28.9% | 4.6% | 3% | 2.6% | 2.1% | 1.1% |
| May 2026 | 56.8% | 28.4% | 4.6% | 3.8% | 3% | 2% | 1.4% |
| Jun 2026 | 57.3% | 28.7% | 4.6% | 3.7% | 2.5% | 2.1% | 1.1% |
| Jul 2026 | 57.3% | 28.7% | 4.6% | 3.7% | 2.5% | 2.1% | 1.1% |
| Aug 2026 | 57.6% | 28.8% | 4.7% | 3.1% | 2.5% | 2.1% | 1.3% |
| Sep 2026 | 57.4% | 28.7% | 4.7% | 3.1% | 2.5% | 2% | 1.7% |
M&S sells other things too, so only its searches that name this product count here, like “m&s hampers”.
How has the M&S and Virginia Hayward comparison changed over the last 12 months?
3 findings
- M&S was ahead of Virginia Hayward in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, M&S’s share of searches among hamper companies in the United Kingdom moved from 54.3% to 57.4%, and its estimated monthly branded searches moved from 66.2K to 54.2K.
- Across the 12 months ending September 2026, Virginia Hayward’s share of searches among hamper companies in the United Kingdom moved from 2% to 1.7%, and its estimated monthly branded searches moved from 2.4K to 1.6K.
How did search popularity change for United Kingdom hamper companies in September 2026?
2 changes
Estimated monthly branded searches for Virginia Hayward in the United Kingdom fell 33.3% over 12 measured months, from 2.4K to 1.6K in September 2026.
Estimated monthly branded searches for M&S in the United Kingdom fell 18.1% over 12 measured months, from 66.2K to 54.2K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using M&S’s and Virginia Hayward’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.
M&S
2 branded search terms
- m&s hampers
- marks and spencer hampers
Virginia Hayward
1 branded search term
- virginia hayward
Other head-to-heads among hamper companies
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.