Brandwave

M&S, John Lewis and Harrods:Which are most popular?

In September 2026, M&S drew 59.3% of estimated branded searches across these three brands in the United Kingdom, ahead of John Lewis at 29.9%. When we checked with ChatGPT and Google AI Overviews, Harrods showed up in every answer. Of all eight brands we track in department stores, Harrods was the most recommended and John Lewis was third.

All three are department stores in the United Kingdom. See all department stores

Brands in this comparisonAny 10 or fewer published brands in the United Kingdom
  • M&S
  • John Lewis
  • Harrods

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M&S, John Lewis and Harrods in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Harrods appeared every time. Of all eight brands we track in department stores, Harrods was the most recommended and John Lewis was third. M&S, which ranked first in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Harrods1st
  2. Selfridges2nd
  3. John Lewis3rd
  4. Liberty London4th
  5. Harvey Nichols5th
  6. Debenhams–
  7. House of Fraser–
  8. M&S–

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
  • 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
  • M&S0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about department stores

4 answers

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.

How these brands compare month by month

Share of Search here is each brand's branded searches divided by the total for the brands in this comparison. Add or remove a brand and every share is worked out again.

  • M&S
  • John Lewis
  • Harrods
M&S, John Lewis and Harrods in the United Kingdom, by month

Share of searches by month for M&S, John Lewis, Harrods. The figures are in the table below the chart.

View monthly share of searches table
MonthM&SJohn LewisHarrods
Oct 202557%31.6%11.4%
Nov 202553.3%36%10.7%
Dec 202553%32.5%14.5%
Jan 202655.6%34.3%10.1%
Feb 202659.2%29.9%10.9%
Mar 202659.3%29.9%10.8%
Apr 202657.9%29.2%12.9%
May 202657.9%29.2%12.9%
Jun 202653%32.6%14.4%
Jul 202652.9%32.6%14.4%
Aug 202657.9%29.2%12.9%
Sep 202659.3%29.9%10.8%

  1. 1.M&S

    59.3%

    Held 1st. 5.5M estimated branded searches, 0% vs prior month. Share +1.4 points.

  2. 2.John Lewis

    29.9%

    Held 2nd. 2.8M estimated branded searches, -0.1% vs prior month. Share +0.7 points.

  3. 3.Harrods

    10.8%

    Held 3rd. 1M estimated branded searches, -18% vs prior month. Share -2.1 points.

How the Brand Demand Index is measured