Next vs Peacocks:Which is more popular?
In September 2026, Next had more branded searches than Peacocks among clothing shops in the United Kingdom. Next had about 2.3 million branded searches, while Peacocks had 450,000. Next made up 10.2% of all clothing shop searches we track, and Peacocks accounted for 2%. When we asked ChatGPT and Google AI Overviews about clothing shops, Next appeared in one of the three answers and Peacocks in none.
Follow Next vs Peacocks 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 clothing shops in ChatGPT and Google AI Overviews
In three ChatGPT questions, Next was mentioned in one out of three: in one of the three ChatGPT answers. Peacocks did not appear in any of the three 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.
Primark2 of 3Named in 2 of 3 ChatGPT answers
Uniqlo2 of 3Named in 2 of 3 ChatGPT answers
M&S2 of 3Named in 2 of 3 ChatGPT answers
George2 of 3Named in 2 of 3 ChatGPT answers
TK Maxx1 of 3Named in 1 of 3 ChatGPT answers
Next1 of 3Named in 1 of 3 ChatGPT answers
H&M1 of 3Named in 1 of 3 ChatGPT answers
Zara1 of 3Named in 1 of 3 ChatGPT answers
Matalan0 of 3Named in 0 of 3 ChatGPT answers
Peacocks0 of 3Named in 0 of 3 ChatGPT answers
See every answer about clothing shops
3 answers
Asked ChatGPT
“Where's the best place to buy cheap clothes in the UK?”
Asked ChatGPT
“Which high street shop has the best quality basics?”
Asked ChatGPT
“Where should I buy kids' clothes in the UK?”
Searched Google, AI Overview
“clothes shops”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Next or Peacocks more popular in search?
This chart shows how often people search Google for Next and Peacocks by name. Each line represents a brand's share of searches for all 15 clothing shops we track, month by month, from searches in United Kingdom.
Share of searches by month for Next, Peacocks. The figures are in the table below the chart.
View monthly share of searches table
| Month | Primark | TK Maxx | Next | H&M | Matalan | Zara | New Look | River Island | Uniqlo | Tu | Peacocks | F&F | M&S | George | Mango |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.9% | 16.6% | 6.5% | 7.4% | 9.1% | 9.1% | 6.1% | 6.1% | 6.1% | 3.3% | 2.7% | 0.82% | 0.55% | 0.65% | 0.06% |
| Nov 2025 | 22% | 17.9% | 7% | 8% | 9.8% | 9.8% | 6.6% | 5.4% | 5.4% | 3% | 3% | 0.88% | 0.59% | 0.66% | 0.05% |
| Dec 2025 | 22.6% | 18.5% | 7.2% | 6.8% | 10.1% | 10.1% | 6.8% | 6.8% | 4.5% | 2.5% | 2.5% | 0.61% | 0.5% | 0.59% | 0.05% |
| Jan 2026 | 21.3% | 17.4% | 8.3% | 7.8% | 9.5% | 9.5% | 6.3% | 6.3% | 6.3% | 2.9% | 2.3% | 0.7% | 0.57% | 0.64% | 0.08% |
| Feb 2026 | 23.6% | 19.3% | 7.5% | 7% | 8.6% | 8.6% | 7% | 5.8% | 4.7% | 3.2% | 2.6% | 0.63% | 0.52% | 0.76% | 0.07% |
| Mar 2026 | 24.4% | 16.3% | 7.8% | 7.3% | 8.9% | 8.9% | 7.3% | 5.9% | 4.9% | 3.3% | 2.7% | 0.8% | 0.66% | 0.68% | 0.07% |
| Apr 2026 | 23.9% | 16% | 7.6% | 7.2% | 10.7% | 8.8% | 7.2% | 5.8% | 4.8% | 3.2% | 2.6% | 0.79% | 0.53% | 0.67% | 0.09% |
| May 2026 | 21.8% | 17.9% | 6.9% | 8% | 9.8% | 9.8% | 8% | 5.3% | 4.4% | 2.9% | 2.9% | 0.88% | 0.59% | 0.74% | 0.08% |
| Jun 2026 | 23.2% | 15.5% | 8.9% | 8.5% | 8.5% | 10.4% | 7% | 5.7% | 4.6% | 3.1% | 2.5% | 0.76% | 0.63% | 0.65% | 0.08% |
| Jul 2026 | 23.5% | 15.7% | 9% | 8.6% | 10.5% | 8.6% | 7% | 5.7% | 3.9% | 2.6% | 2.6% | 0.77% | 0.77% | 0.66% | 0.07% |
| Aug 2026 | 26.1% | 17.5% | 8.2% | 7.8% | 9.6% | 7.8% | 6.4% | 5.2% | 4.3% | 2.9% | 1.9% | 0.86% | 0.7% | 0.68% | 0.05% |
| Sep 2026 | 26.7% | 17.8% | 10.2% | 8% | 8% | 8% | 5.3% | 4.4% | 4.4% | 2.9% | 2% | 0.88% | 0.72% | 0.7% | 0.06% |
How has the Next and Peacocks comparison changed over the last 12 months?
3 findings
- Next was ahead of Peacocks in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Next’s share of searches among clothing shops in the United Kingdom moved from 6.5% to 10.2%, and its estimated monthly branded searches moved from 1.6M to 2.3M.
- Across the 12 months ending September 2026, Peacocks’ share of searches among clothing shops in the United Kingdom moved from 2.7% to 2%, and its estimated monthly branded searches moved from 673K to 450K.
How did search popularity change for United Kingdom clothing shops in September 2026?
2 changes
In September 2026, Next overtook Matalan to rank 3rd among clothing shops in the United Kingdom, with 10.2% of the searches.
Estimated monthly branded searches for Peacocks in the United Kingdom fell 33.1% over 12 measured months, from 673K to 450K in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Next’s and Peacocks’ 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.
Other head-to-heads among clothing shops
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.