What: A MediaVision analysis of UK search behaviour shows John Lewis, Selfridges and Harrods gaining share of brand demand ahead of Christmas, as overall fashion search fell from about 23.5M to 18.3M over the summer quarter.

Why it is important: Department stores are gaining consumer attention while online-first players lose it, which strengthens the case that breadth across fashion, beauty, home and gifting is an advantage in the Golden Quarter.

MediaVision used its Metis technology to analyse UK consumer search behaviour between July and September 2026, tracking which brands gained or lost attention ahead of the festive trading period. John Lewis, Harrods and Selfridges together accounted for 8.43% of fashion and retail brand searches. John Lewis held 3.09% (+0.03pp year on year), Selfridges 1.24% (+0.12pp) and Harrods 1.13% (+0.13pp).

Fashion remains the largest category in MediaVision's Share of Wallet analysis, but branded search demand fell from around 23.5M in early July to roughly 18.3M by late September, with the sharpest drop in the first week of August. Homeware, consumer electronics, supermarkets and travel followed the same pattern. MediaVision attributes the dip to seasonal timing, with consumers holding back budgets ahead of Black Friday, and argues demand may be deferred rather than weaker.

Online-first and fast-fashion players lost share, including Shein (-0.37pp), Very (-0.35pp) and ASOS (-0.24pp). MediaVision notes the data does not indicate a return to physical shopping over online, but highlights the continued relevance of established retail brands. Next remains the UK's leading fashion and retail brand, with 7.16% of branded search share, up 0.18pp.

IADS Notes: The search gains recorded for Selfridges and Harrods coincide with a financial recovery at both stores: Selfridges lifted operating profit by 88% to £79.7m as strong store footfall offset a decline in digital sales (Retail Week, September 2026), while Harrods returned to a £84.9m pre-tax profit even as payroll and National Insurance costs squeezed its operating profit (Fashion Network, August 2026). The multi-category case made in the report is visible in the strategy of John Lewis, which is adding travel, art, health and piercing concessions to its stores within its £800m transformation, with demand for advisory services up more than 5% in the first half (Drapers, September 2026). MediaVision's reading of deferred demand calls for nuance: John Lewis recorded a 33% week-on-week jump in Christmas searches on its own site after the World Cup final, three weeks earlier than in 2025 (Retail Week, August 2026), which suggests that retailer-level festive intent can rise while category-wide branded search softens. The decline in attention for Shein comes alongside financial strain, as its first post-IPO results showed a 67% drop in quarterly profit and weaker European sales after price rises and reduced advertising ahead of the EU's €3 parcel fee (Reuters, September 2026).

John Lewis, Selfridges and Harrods gain share of UK fashion search ahead of Christmas