Brandwave

How popular isHarris Scarfe?

In September 2026, people searched for Harris Scarfe by name about 301,000 times in Australia, an 18.2% decrease from the previous year. These searches made up 2.9% of all Australia department store searches, placing Harris Scarfe sixth out of six stores. When we asked both ChatGPT and Google AI Overviews about department stores, Harris Scarfe appeared in three of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Harris Scarfe is the sixth most searched of 6 competitors and the third 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. Harris ScarfeShare of searches 2.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top department stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Harris Scarfe was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Harris Scarfe is the third 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 Harris Scarfe?

Harris Scarfe 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 Harris Scarfe and its closest rivals

Every comparison with Harris Scarfe

5 comparisons

How has branded search demand for Harris Scarfe changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Harris Scarfe in Australia fell from 368K to 301K.
  • Across the 12 months ending September 2026, Harris Scarfe’s share of searches among department stores in Australia peaked at 3.6% in July 2026 and was lowest at 2.3% in February 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 Harris Scarfe’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Harris Scarfe’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.

  • harris scarfe

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How the Brand Demand Index is measured

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