“H&M” is trending largely because shoppers and retailers are reacting to ongoing H&M store expansion and closures around 2026, which has driven lots of location- and “is my store closing?”-type searches. Reporting also points to a broader 2026 footprint shift (opening new locations while closing many others), keeping the brand in the news cycle. At the same time, searches remain high around H&M’s sales/deals and coupon activity, since customers regularly look up markdowns and promotions in-season. Finally, product discovery and app features (like in-app visual shopping) can spike searches when users look for specific items or alternatives. (fastcompany.com)
