A new report from data consultancy firm Starcount has identified Londoner’s shopping habits.

Department store Harvey Nichols has been crowned Londoners’ favourite brand, according to the research, with Selfridges, Net-a-Porter and House of Fraser close behind.

M&S and John Lewis are in fifth and sixth place, while Liberty also appears in the top ten brands, confirming that British department stores lie at the heart of the London shopping experience.


The report uncovered that London’s active spenders are almost 65% female, and fall into five key mindset segments:

  1. Suburban Commuters
  2. Local Trendsetters
  3. Family Day Trippers
  4. Affluent Cosmopolitans
  5. Seasoned Spenders

Clive Humby, Chief Data Scientist at Starcount: “As people move through different lifestages, their priorities and passions alter, their brand loyalties switch and they make different purchasing decisions.

By focusing on standard measurements and modes of categorisation such as age, address and average spend, brands are in danger of ignoring what truly differentiates their customers – their passions, mindsets and motivations – which could help brands predict future buying intent.”