--- title: "Kmart: search popularity in Australia" description: "Kmart is a discount department store chain. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/kmart-australia" publisher: "Brandwave" --- # Kmart: search popularity in Australia Kmart is a discount department store chain. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Kmart - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among department stores**: 39.6% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Department stores | 1 | 39.6% | 4.1M | | Homewares retailers | 6 | 1.1% | 22.2K | - [Department stores](/demand/au/categories/au-department-stores) - [Homewares retailers](/demand/au/categories/au-homewares-retailers) ## Top department stores in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Kmart was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | David Jones | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Myer | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Harris Scarfe | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Big W | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Target Australia | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Kmart | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 | ## Every AI answer about department stores - Asked ChatGPT "Which department store should I shop at in Australia?": 1. Myer, 2. David Jones, 3. Harris Scarfe - Asked ChatGPT "What are the best department stores in Australia?": 1. David Jones, 2. Myer, 3. Harris Scarfe, 4. Big W, 5. Target Australia - Asked ChatGPT "What's the best department store in Australia for homewares?": 1. David Jones, 2. Myer, 3. Harris Scarfe - Searched Google, AI Overview "department store": 1. David Jones, 2. Myer, 3. Kmart, 4. Big W - Searched Google, AI Overview "online clothes shopping": named none of the brands we track Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How has branded search demand for Kmart changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Kmart in Australia fell from 6.1M to 4.1M. - Across the 12 months ending September 2026, Kmart’s share of searches among department stores in Australia decreased from 41.9% to 39.6%. - Across the 12 months ending September 2026, Kmart’s share of searches among department stores in Australia peaked at 46.8% in February 2026 and was lowest at 38% in November 2025. - Across the 12 months ending September 2026, Kmart’s share of searches among homewares retailers in Australia increased from 0.11% to 1.1%. - Across the 12 months ending September 2026, Kmart’s share of searches among homewares retailers in Australia peaked at 4.1% in June 2026 and was lowest at 0.07% in November 2025. - Across the 12 months ending September 2026, Kmart rose from 9th to 6th among homewares retailers in Australia. ## How did search popularity change for Australia department stores in September 2026? - In September 2026, Kmart gained share of searches among department stores in Australia, from 39% to 39.6%. - In September 2026, Target Australia lost share of searches among department stores in Australia, from 14% to 13.3%. - In September 2026, Harris Scarfe lost share of searches among department stores in Australia, from 3.5% to 2.9%. - Estimated monthly branded searches for Big W in Australia fell 33% over 12 measured months, from 4.1M to 2.7M in September 2026. - Estimated monthly branded searches for Myer in Australia fell 18% over 12 measured months, from 1.2M to 1M in September 2026. - Estimated monthly branded searches for David Jones in Australia fell 17.7% over 12 measured months, from 1M to 823K in September 2026. ## How did search popularity change for Australia homewares retailers in September 2026? - In September 2026, Temple & Webster gained share of searches among homewares retailers in Australia, from 15.3% to 17.4%. - In September 2026, Adairs gained share of searches among homewares retailers in Australia, from 12.5% to 14.3%. - In September 2026, Freedom gained share of searches among homewares retailers in Australia, from 5.6% to 6.4%. - In September 2026, IKEA lost share of searches among homewares retailers in Australia, from 62.3% to 57.8%. - In September 2026, Kmart lost share of searches among homewares retailers in Australia, from 1.7% to 1.1%. - Estimated monthly branded searches for Zara Home in Australia rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Department stores | 6.1M | 41.9% | 1 | | Nov 2025 | Department stores | 6.1M | 38% | 1 | | Dec 2025 | Department stores | 7.5M | 41.2% | 1 | | Jan 2026 | Department stores | 6.1M | 46.6% | 1 | | Feb 2026 | Department stores | 5M | 46.8% | 1 | | Mar 2026 | Department stores | 5M | 43.9% | 1 | | Apr 2026 | Department stores | 5M | 43.9% | 1 | | May 2026 | Department stores | 5M | 42.8% | 1 | | Jun 2026 | Department stores | 4.1M | 38.2% | 1 | | Jul 2026 | Department stores | 4.1M | 39.7% | 1 | | Aug 2026 | Department stores | 4.1M | 39% | 1 | | Sep 2026 | Department stores | 4.1M | 39.6% | 1 | | Oct 2025 | Homewares retailers | 2.9K | 0.11% | 9 | | Nov 2025 | Homewares retailers | 2.4K | 0.07% | 9 | | Dec 2025 | Homewares retailers | 2.4K | 0.08% | 9 | | Jan 2026 | Homewares retailers | 5.4K | 0.16% | 7 | | Feb 2026 | Homewares retailers | 4.4K | 0.19% | 9 | | Mar 2026 | Homewares retailers | 3.6K | 0.15% | 9 | | Apr 2026 | Homewares retailers | 2.9K | 0.11% | 9 | | May 2026 | Homewares retailers | 3.6K | 0.15% | 9 | | Jun 2026 | Homewares retailers | 110K | 4.1% | 5 | | Jul 2026 | Homewares retailers | 60.5K | 2.5% | 5 | | Aug 2026 | Homewares retailers | 40.5K | 1.7% | 6 | | Sep 2026 | Homewares retailers | 22.2K | 1.1% | 6 | ## How are Kmart’s branded searches counted? Brandwave collects information about searches that people make online using Kmart’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “kmart” - “kmart homewares” ## Which department stores compete with Kmart? - [Big W](/demand/au/brands/big-w): Head-to-head: /demand/au/compare/big-w-vs-kmart-australia - [Target Australia](/demand/au/brands/target-australia): Head-to-head: /demand/au/compare/kmart-australia-vs-target-australia - [Myer](/demand/au/brands/myer): Head-to-head: /demand/au/compare/kmart-australia-vs-myer - [David Jones](/demand/au/brands/david-jones): Head-to-head: /demand/au/compare/david-jones-vs-kmart-australia - [Harris Scarfe](/demand/au/brands/harris-scarfe): Head-to-head: /demand/au/compare/harris-scarfe-vs-kmart-australia ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Kmart: search popularity in Australia". https://gobrandwave.com/demand/au/brands/kmart-australia This page is also available as HTML at https://gobrandwave.com/demand/au/brands/kmart-australia. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.