Shopping in London- An American’s Guide

Are you planning to go shopping in London while you visit and not sure where to start? I’m an American living in London and experienced the same problem when I first moved here. If you only have a short amount of time in London, you won’t want to waste time figuring out where to go and what’s cool to buy.

That’s why I created this guide for you. I lived in Florida and New York prior to meeting and marrying a man born in London. Some of my favourite American brands are: White House Black Market, Ann Taylor, Sephora, Kiehl’s and Yankee Candle. Even though some of them are in London, I generally like to buy things in London that are British and different. However, it took a while to figure out which brands were the best to buy.

Below you will learn about the best areas for shopping in London, what British brands to buy and where to find malls and outlet shopping centres. So, if you plan to buy things when you are here, this guide will make sure you are fully prepared ahead of time!

Shopping in London: High Street

First, you will want to familiarise yourself with the term ‘high street’. In the UK, the “high street” refers to the main shopping street in a town or city, similar to what Americans might call ‘Main Street’. It’s where you’ll find a mix of well-known retail chains, independent shops and essential services like banks and pharmacies. High streets are the heartbeat of local shopping, offering everything from fashion and electronics to groceries and coffee shops, all within a convenient walkable area.

Popular Areas to Shop in London

Regent Street  

A grand and historic shopping destination, Regent Street is home to flagship stores like Apple, Hamleys and Burberry. It’s a must-visit for those who appreciate luxury shopping in an iconic setting. At Christmas it is packed with crowds and has lights. This is both because of its popularity and beautiful decorations.

Carnaby Street 

Famed for its role in the swinging ‘60s, Carnaby Street now boasts a vibrant mix of independent boutiques, trendy fashion brands and quirky restaurants. So, it’s perfect for discovering London’s eclectic style. Again, at Christmas this is one of the best neighbourhoods in London to visit. The decorations are one of the few that completely change each year. It’s shopping party is epic! You’ll want to register for it so you can receive discounts if you are here at that time. And, be sure to read the Visiting London at Christmas guide for all the information you need about London at that time of year.

The King’s Road  

Known for its chic boutiques and upscale stores, The King’s Road in Chelsea has long been associated with fashion royalty. You’ll find a mix of high-end brands, interior design shops and stylish cafés.

Spitalfields Market  

Located in East London, Spitalfields Market offers a blend of traditional market stalls and contemporary shops. It’s the place to go for unique fashion, handmade jewellery and artisanal food.

Camden Market  

For an alternative shopping experience, head to Camden Market. Famous for its eclectic stalls and vibrant atmosphere, it’s where you’ll find everything from vintage clothing to handmade crafts. It gets extremely busy, especially on weekends. If you’re a fan of London’s punk scene, this is a must visit area too!

Notting Hill

Notting Hill is a charming area known for its colourful houses and eclectic shopping scene. The heart of shopping here is Portobello Road Market, one of the most famous street markets in the world. On Saturdays, the market comes alive with stalls selling everything from antiques and vintage fashion to fresh produce and quirky curiosities. 

Aside from the market, the area is dotted with independent boutiques, offering unique homeware, artisanal goods and stylish clothing. Don’t miss Books for Cooks, a haven for culinary enthusiasts and The Notting Hill Bookshop, made famous by the film of the same name.

Also, Notting HIll is a really great place to spend a day with a date. I outline specific ideas in the Romantic Things to Do in Notting Hill blog post. You can watch video highlights below.

Covent Garden

A historic market turned shopping and entertainment hub, Covent Garden is a lively spot filled with high-end boutiques, street performers and charming cafés. It’s perfect for leisurely shopping. You could easily get lost on all of the narrow streets. But, you’ll discover so much more if you give yourself the day to just wander. 

Also, The Yards is worth checking out in Covent Garden. It’s a hidden gem with Londoners as a shopping, dining and wellness destination.

You’ll probably find yourself near this area a lot. So, here’s a video showing you more ideas for Things to Do in Covent Garden London.

Oxford Street  

As Europe’s busiest shopping street, Oxford Street is lined with major department stores like Selfridges, as well as countless high-street brands. It’s a bustling destination for those who want it all in one place.

Be careful of pickpockets on this street. They’re also quite stealthy at stealing mobile phones from behind you when they travel on the road on scooters. And, please skip the numerous American Candy Stores. It’s alleged that they are not legal operations for the merchandise they appear to be selling.

Posh Shopping in London

While Harrods is the iconic stop for many tourists, savvy shoppers know that London has better options. For true British flair, you should head to Liberty, known for its Tudor-style building and distinctive prints. Selfridges on Oxford Street combines high-end fashion with cutting-edge design, offering a more contemporary experience. Also, John Lewis is a classic choice for those who want quality and variety under one roof, beloved by locals for its reliability. For bespoke suits and impeccable tailoring, Savile Row is the address to remember. And don’t miss Fortnum & Mason, a favourite for gourmet food and gifts, steeped in royal history.

If you’re looking for somewhere like Rodeo Drive in Beverly Hills or Fifth Avenue in New York City, you’ll want to set your sights on Bond Street.

Shopping in London: British Brands to Buy

One of the most difficult things I found about shopping in London is trying to figure out specific British brands to buy. There are tons of American shops you’ll recognise. But if you’re like me, you’ll want to buy things unique to London as much as possible.

These are some of the shops that you may wish to explore:

• Reiss – apparel for women and men
• Karen Millen – apparel for women
• Neal’s Yard Remedies – skincare that’s known for its ethically sourced ingredients
• Molton Brown – luxury bath and both collections. It’s the only bath products Mr Sunny and I use. My favourite is Orange & Bergamot. His top fragrances are Black Pepper and Coastal Cyprus and Sea Fennel.
• Stanfords – travel gifts (guides, stationary, books and accessories) which are upmarket
• Elemis – British skincare known for its pro-collagen products. I’ve recently switched from Kiehl’s to Elemis entirely.
• Fortnum and Mason – upmarket department store for foodies. It’s hampers and afternoon tea is most noteworthy.
• Whittard – tea, coffee and hot chocolate. It’s Christmas advent calendars are delicious!

Outlet Shopping and ‘Malls’

If you’re willing to venture just outside of London, outlet malls like Gunwharf Quays and Bicester Village offer designer brands at discounted prices. They are roughly an hour away from the city by train. But if you prefer staying in town, join the locals at Primark, where you’ll find fashion at unbeatable prices. Londoners refer to it as “Primani’ fondly. TK Maxx is another go-to, offering branded goods at a fraction of the cost, perfect for treasure hunters who love a good deal. These spots may not be glamorous, but they are where smart shoppers find their best buys.

The map below shows the two Westfield Shopping Centres. They are on the east and west and are identified with the double red circles around them. For Westfield Stratford you can exit at either Stratford or Stratford International stations. For Westfied London (the shopping centre in West London) exit at either White City or Wood Lane underground stations.

The map below shows where Oxford Street is located in Central London. It is runs east-west and is parallel to the red bar below. Selfridges is circled in the west. The best Regent Street shopping begins at the circle around Oxford Circus underground station and heads south. And then, Circled just to the southeast of that is Carnaby.

This map shows the Covent Garden area best for shopping within the box. Long Acre is identfied with arrows. The Seven Dials area has the double circle around it.

Shopping in London: What Would You Like?

If there are certain items that you are seeking or questions that you have, leave them in the comments below. I can’t wait to help you 🙂