Brandwave

How popular isLifeline?

In September 2026, people searched for Lifeline by name about 8,100 times in Australia, a 33.1% decrease from the previous year. These searches made up 3.6% of all Australia op shop searches, placing Lifeline third out of five shops. When we asked both ChatGPT and Google AI Overviews about op shops, Lifeline appeared in one of the three answers and was the fifth most recommended of the five.

Search and AI answers in September 2026

Lifeline is the third most searched of 5 competitors and the fifth most recommended in AI answers.

  1. VinniesShare of searches 72.9%Mentioned in 2 of 3 AI answersPlace in AI recommendations 1st
  2. Salvos StoresShare of searches 21.9%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd
  3. LifelineShare of searches 3.6%Mentioned in 1 of 3 AI answersPlace in AI recommendations 5th
  4. SaversShare of searches 0.96%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  5. Australian Red CrossShare of searches 0.71%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
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Top op shops in ChatGPT and Google AI Overviews

In three ChatGPT questions, Lifeline was mentioned in one out of three: in one of the three ChatGPT answers. Lifeline is the fifth most recommended of the five.

Most recommended by AI

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

  1. Vinnies1st
  2. Savers2nd
  3. Salvos Stores3rd
  4. Australian Red Cross4th
  5. Lifeline5th

Mentioned by AI

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

  • Savers3 of 3Named in 3 of 3 ChatGPT answers
  • Vinnies2 of 3Named in 2 of 3 ChatGPT answers
  • Salvos Stores2 of 3Named in 2 of 3 ChatGPT answers
  • Australian Red Cross2 of 3Named in 2 of 3 ChatGPT answers
  • Lifeline1 of 3Named in 1 of 3 ChatGPT answers

See every answer about op shops

3 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which op shops compete with Lifeline?

Lifeline against op shops in Australia, by month

Share of searches by month for Vinnies, Salvos Stores, Lifeline. The figures are in the table below the chart.

View monthly share of searches table
MonthVinniesSalvos StoresLifelineSaversAustralian Red Cross
Oct 202572.2%21.7%4.3%0.84%0.86%
Nov 202572.4%21.8%4.4%0.79%0.68%
Dec 202568.5%25.2%5%0.65%0.65%
Jan 202672.6%21.8%4.4%0.65%0.56%
Feb 202672.6%21.8%4.4%0.61%0.58%
Mar 202672.5%21.8%4.4%0.69%0.68%
Apr 202673%22%3.6%0.69%0.69%
May 202676.7%18.9%3.1%0.59%0.73%
Jun 202676.7%18.9%3.1%0.61%0.72%
Jul 202672.9%21.9%3.6%0.91%0.71%
Aug 202673%21.9%3.6%0.74%0.71%
Sep 202672.9%21.9%3.6%0.96%0.71%

  1. 1.Vinnies

    72.9%

    Held 1st. 165K estimated branded searches, 0% vs prior month. Share -0.2 points.

  2. 2.Salvos Stores

    21.9%

    Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Lifeline

    3.6%

    Held 3rd. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Savers

    0.96%

    Held 4th. 2.2K estimated branded searches, +29.8% vs prior month. Share +0.2 points.

  5. 5.Australian Red Cross

    0.71%

    Held 5th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Lifeline and its closest rivals

Every comparison with Lifeline

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Lifeline in Australia fell from 12.1K to 8.1K.
  • Across the 12 months ending September 2026, Lifeline’s share of searches among op shops in Australia decreased from 4.3% to 3.6%.
  • Across the 12 months ending September 2026, Lifeline’s share of searches among op shops in Australia peaked at 5% in December 2025 and was lowest at 3.1% in June 2026.

How did search popularity change for Australia op shops in September 2026?

4 changes

  1. Estimated monthly branded searches for Australian Red Cross in Australia fell 33.3% over 12 measured months, from 2.4K to 1.6K in September 2026.

  2. Estimated monthly branded searches for Lifeline in Australia fell 33.1% over 12 measured months, from 12.1K to 8.1K in September 2026.

  3. Estimated monthly branded searches for Salvos Stores in Australia fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

  4. Estimated monthly branded searches for Vinnies in Australia fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

How are Lifeline’s branded searches counted?

1 search term

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

  • lifeline shop

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How the Brand Demand Index is measured

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