Department stores in Australia:Which are most popular?
In September 2026, Kmart was the most searched department store in Australia, accounting for 39.6% of all searches among the six stores we track. When we checked with ChatGPT and Google AI Overviews, Myer and David Jones were mentioned most often, in four of the five answers. David Jones was recommended most often, coming first in two out of three responses that gave a list.
KmartShare of searches 39.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
Big WShare of searches 26.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
Target AustraliaShare of searches 13.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
MyerShare of searches 9.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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 Brandwave's three ChatGPT questions and two Google AI Overviews, Myer and David Jones were mentioned most often, in four of the five answers. David Jones was recommended most often, coming first in two out of three answers that gave a list. Myer was second, and Harris Scarfe was third.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- David Jones1st
- Myer2nd
Harris Scarfe3rd- Big W4th
- Target Australia5th
- 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
Asked ChatGPT
“Which department store should I shop at in Australia?”
Asked ChatGPT
“What are the best department stores in Australia?”
Asked ChatGPT
“What's the best department store in Australia for homewares?”
Searched Google, AI Overview
“department store”
Searched Google, AI Overview
“online clothes shopping”
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Which department stores do people search for most?
This chart shows how often people search Google for each department store by name. Each line represents a brand's share of searches for all six department stores we track, month by month, from searches in Australia.
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
| Month | Kmart | Big W | Target Australia | Myer | David Jones | Harris Scarfe |
|---|---|---|---|---|---|---|
| Oct 2025 | 41.9% | 28% | 12.3% | 8.4% | 6.8% | 2.5% |
| Nov 2025 | 38% | 25.4% | 13.2% | 11.4% | 9.3% | 2.8% |
| Dec 2025 | 41.2% | 27.5% | 9.9% | 10.1% | 8.3% | 3% |
| Jan 2026 | 46.6% | 25.5% | 11.2% | 7.6% | 6.3% | 2.8% |
| Feb 2026 | 46.8% | 25.6% | 11.2% | 7.7% | 6.3% | 2.3% |
| Mar 2026 | 43.9% | 24.1% | 13.4% | 8.8% | 7.2% | 2.6% |
| Apr 2026 | 43.9% | 24.1% | 13.4% | 8.8% | 7.2% | 2.6% |
| May 2026 | 42.8% | 23.5% | 13% | 10.5% | 7.1% | 3.2% |
| Jun 2026 | 38.2% | 25.6% | 13.7% | 11.4% | 7.7% | 3.4% |
| Jul 2026 | 39.7% | 26.6% | 13.8% | 9.7% | 6.5% | 3.6% |
| Aug 2026 | 39% | 26.1% | 14% | 9.5% | 7.8% | 3.5% |
| Sep 2026 | 39.6% | 26.5% | 13.3% | 9.7% | 8% | 2.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 39.6% | 4.1M | 0% | +0.6 points | |
| 2, held 2nd | 26.5% | 2.7M | 0% | +0.4 points | |
| 3, held 3rd | 13.3% | 1.4M | -6.7% | -0.7 points | |
| 4, held 4th | 9.7% | 1M | 0% | +0.2 points | |
| 5, held 5th | 8% | 823K | 0% | +0.1 points | |
| 6, held 6th | 2.9% | 301K | -18.2% | -0.6 points |
1.
Kmart39.6%
Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +0.6 points.
2.
Big W26.5%
Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share +0.4 points.
13.3%
Held 3rd. 1.4M estimated branded searches, -6.7% vs prior month. Share -0.7 points.
4.
Myer9.7%
Held 4th. 1M estimated branded searches, 0% vs prior month. Share +0.2 points.
8%
Held 5th. 823K estimated branded searches, 0% vs prior month. Share +0.1 points.
2.9%
Held 6th. 301K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
Which brand is most popular in search among department stores in Australia?
6 brands
In September 2026, Kmart was the most searched among department stores in Australia, with an estimated 4.1M branded searches, 39.6% of all searches for the six we track. Big W is in 2nd place, 13.1 percentage points behind at 26.5%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Kmart | 41.9% → 39.6% | 46.8%Feb 2026 | 38%Nov 2025 | 1st |
| Big W | 28% → 26.5% | 28%Oct 2025 | 23.5%May 2026 | 2nd |
| Target Australia | 12.3% → 13.3% | 14%Aug 2026 | 9.9%Dec 2025 | 3rd |
| Myer | 8.4% → 9.7% | 11.4%Jun 2026 | 7.6%Jan 2026 | 4th |
| David Jones | 6.8% → 8% | 9.3%Nov 2025 | 6.3%Jan 2026 | 5th |
| Harris Scarfe | 2.5% → 2.9% | 3.6%Jul 2026 | 2.3%Feb 2026 | 6th |
Each finding as a sentence
- 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, Big W’s share of searches among department stores in Australia decreased from 28% to 26.5%.
- Across the 12 months ending September 2026, Target Australia’s share of searches among department stores in Australia increased from 12.3% to 13.3%.
- Across the 12 months ending September 2026, Myer’s share of searches among department stores in Australia increased from 8.4% to 9.7%.
- Across the 12 months ending September 2026, David Jones’ share of searches among department stores in Australia increased from 6.8% to 8%.
- 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, 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.
- Across the 12 months ending September 2026, Target Australia’s share of searches among department stores in Australia peaked at 14% in August 2026 and was lowest at 9.9% in December 2025.
- Across the 12 months ending September 2026, Myer’s share of searches among department stores in Australia peaked at 11.4% in June 2026 and was lowest at 7.6% in January 2026.
- Across the 12 months ending September 2026, David Jones’ share of searches among department stores in Australia peaked at 9.3% in November 2025 and was lowest at 6.3% in January 2026.
- 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.
- Across the 12 months ending September 2026, Harris Scarfe held steady: its share of searches among department stores in Australia moved less than 0.5 percentage points.
How did search popularity change for Australia department stores in September 2026?
6 changes
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.
Compare popularity between leading brands
- Kmart vs Big W: compare popularity
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- Big W vs David Jones: compare popularity
- Target Australia vs Myer: compare popularity
- Target Australia vs David Jones: compare popularity
- Myer vs David Jones: compare popularity
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