Brandwave

How popular isBig W?

In September 2026, people searched for Big W by name about 2.7 million times in Australia, a 33% decrease from the previous year. These searches made up 26.5% of all Australia department store searches, placing Big W second out of six stores. When we asked both ChatGPT and Google AI Overviews about department stores, Big W appeared in two of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Big W is the second most searched of 6 competitors and the fourth most recommended in AI answers.

  1. KmartShare of searches 39.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  2. Big WShare of searches 26.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. Target AustraliaShare of searches 13.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. MyerShare of searches 9.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. David JonesShare of searches 8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

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Top department stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Big W was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Big W is the fourth most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. David Jones1st
  2. Myer2nd
  3. Harris Scarfe3rd
  4. Big W4th
  5. Target Australia5th
  6. Kmart–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Myer4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • David Jones4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Harris Scarfe3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Big W2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kmart1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Target Australia1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about department stores

5 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which department stores compete with Big W?

Big W against department stores in Australia, by month

Share of searches by month for Kmart, Big W, Target Australia, Myer, David Jones, Harris Scarfe. The figures are in the table below the chart.

View monthly share of searches table
MonthKmartBig WTarget AustraliaMyerDavid JonesHarris Scarfe
Oct 202541.9%28%12.3%8.4%6.8%2.5%
Nov 202538%25.4%13.2%11.4%9.3%2.8%
Dec 202541.2%27.5%9.9%10.1%8.3%3%
Jan 202646.6%25.5%11.2%7.6%6.3%2.8%
Feb 202646.8%25.6%11.2%7.7%6.3%2.3%
Mar 202643.9%24.1%13.4%8.8%7.2%2.6%
Apr 202643.9%24.1%13.4%8.8%7.2%2.6%
May 202642.8%23.5%13%10.5%7.1%3.2%
Jun 202638.2%25.6%13.7%11.4%7.7%3.4%
Jul 202639.7%26.6%13.8%9.7%6.5%3.6%
Aug 202639%26.1%14%9.5%7.8%3.5%
Sep 202639.6%26.5%13.3%9.7%8%2.9%

  1. 1.Kmart

    39.6%

    Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +0.6 points.

  2. 2.Big W

    26.5%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share +0.4 points.

  3. 3.Target Australia

    13.3%

    Held 3rd. 1.4M estimated branded searches, -6.7% vs prior month. Share -0.7 points.

  4. 4.Myer

    9.7%

    Held 4th. 1M estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.David Jones

    8%

    Held 5th. 823K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Harris Scarfe

    2.9%

    Held 6th. 301K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

Compare popularity between Big W and its closest rivals

Every comparison with Big W

5 comparisons

How has branded search demand for Big W changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Big W in Australia fell from 4.1M to 2.7M.
  • Across the 12 months ending September 2026, Big W’s share of searches among department stores in Australia decreased from 28% to 26.5%.
  • Across the 12 months ending September 2026, Big W’s share of searches among department stores in Australia peaked at 28% in October 2025 and was lowest at 23.5% in May 2026.

How did search popularity change for Australia department stores in September 2026?

6 changes

  1. In September 2026, Kmart gained share of searches among department stores in Australia, from 39% to 39.6%.

  2. In September 2026, Target Australia lost share of searches among department stores in Australia, from 14% to 13.3%.

  3. In September 2026, Harris Scarfe lost share of searches among department stores in Australia, from 3.5% to 2.9%.

  4. Estimated monthly branded searches for Big W in Australia fell 33% over 12 measured months, from 4.1M to 2.7M in September 2026.

  5. Estimated monthly branded searches for Myer in Australia fell 18% over 12 measured months, from 1.2M to 1M in September 2026.

  6. Estimated monthly branded searches for David Jones in Australia fell 17.7% over 12 measured months, from 1M to 823K in September 2026.

How are Big W’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Big W’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

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How the Brand Demand Index is measured

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