Marks & Spencer

You might think you know M&S, but their Oxford Street bakery counter will change your mind about high street baking. Tucked inside the sprawling flagship store near Oxford Circus, the bakery section churns out surprisingly decent bread alongside those iconic Percy Pigs and seasonal treats that have become Instagram darlings. The sourdough here rivals some proper bakeries, and their seasonal offerings – think hot cross buns that actually taste homemade and Christmas puddings worth queuing for – put most supermarket efforts to shame. Yes, it's touristy Oxford Street, but locals know to duck in here for reliable pastries and that nostalgic hit of childhood favourites done well. The queues move fast, and you'll leave with far more than you planned.