Op shops in Australia:Which are most popular?

Name: Op shops in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Vinnies was the most searched op shop in Australia, accounting for 72.9% of all searches among the five shops we track. When we checked with ChatGPT and Google AI Overviews, Savers showed up in every answer. Vinnies was recommended most often, coming first in one out of two responses that gave a list.

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Top op shops in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions, Savers appeared every time. Vinnies was recommended most often, coming first in one out of two answers that gave a list. Savers was second, and Salvos Stores was third.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Answers that named it
Savers	Named in 3 of 3 ChatGPT answers	3 of 3
Vinnies	Named in 2 of 3 ChatGPT answers	2 of 3
Salvos Stores	Named in 2 of 3 ChatGPT answers	2 of 3
Australian Red Cross	Named in 2 of 3 ChatGPT answers	2 of 3
Lifeline	Named in 1 of 3 ChatGPT answers	1 of 3

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

Asked ChatGPT
“What's the best op shop chain in Australia?”
Asked ChatGPT
“Which op shops have the best second hand clothes in Australia?”
Asked ChatGPT
“Where are the best op shops near me?”
1. 1Savers
Searched Google, AI Overview
“op shops near me”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“op shop”
Google showed no AI Overview for this search.

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

Which op shops do people search for most?

This chart shows how often people search Google for each op shop by name. Each line represents a brand's share of searches for all five op shops we track, month by month, from searches in Australia.

Share of searches among op shops in Australia, by month

Month	Vinnies	Salvos Stores	Lifeline	Savers	Australian Red Cross
Oct 2025	72.2%	21.7%	4.3%	0.84%	0.86%
Nov 2025	72.4%	21.8%	4.4%	0.79%	0.68%
Dec 2025	68.5%	25.2%	5%	0.65%	0.65%
Jan 2026	72.6%	21.8%	4.4%	0.65%	0.56%
Feb 2026	72.6%	21.8%	4.4%	0.61%	0.58%
Mar 2026	72.5%	21.8%	4.4%	0.69%	0.68%
Apr 2026	73%	22%	3.6%	0.69%	0.69%
May 2026	76.7%	18.9%	3.1%	0.59%	0.73%
Jun 2026	76.7%	18.9%	3.1%	0.61%	0.72%
Jul 2026	72.9%	21.9%	3.6%	0.91%	0.71%
Aug 2026	73%	21.9%	3.6%	0.74%	0.71%
Sep 2026	72.9%	21.9%	3.6%	0.96%	0.71%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Vinnies	72.9%	165K	0%	-0.2 points
2, held 2nd	Salvos Stores	21.9%	49.5K	0%	0 points
3, held 3rd	Lifeline	3.6%	8.1K	0%	0 points
4, held 4th	Savers	0.96%	2.2K	+29.8%	+0.2 points
5, held 5th	Australian Red Cross	0.71%	1.6K	0%	0 points

1.Vinnies
72.9%
Held 1st. 165K estimated branded searches, 0% vs prior month. Share -0.2 points.
2.Salvos Stores
21.9%
Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.
3.Lifeline
3.6%
Held 3rd. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.
4.Savers
0.96%
Held 4th. 2.2K estimated branded searches, +29.8% vs prior month. Share +0.2 points.
5.Australian Red Cross
0.71%
Held 5th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.

Which brand is most popular in search among op shops in Australia?

5 brands

In September 2026, Vinnies was the most searched among op shops in Australia, with an estimated 165K branded searches, 72.9% of all searches for the five we track. Salvos Stores is in 2nd place, 51 percentage points behind at 21.9%.

Australia op shops, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Vinnies	72.2% → 72.9%	76.7%May 2026	68.5%Dec 2025	1st
Salvos Stores	21.7% → 21.9%	25.2%Dec 2025	18.9%Jun 2026	2nd
Lifeline	4.3% → 3.6%	5%Dec 2025	3.1%Jun 2026	3rd
Savers	0.84% → 0.96%	0.96%Sep 2026	0.59%May 2026	5th → 4th
Australian Red Cross	0.86% → 0.71%	0.86%Oct 2025	0.56%Jan 2026	4th → 5th

Each finding as a sentence

Across the 12 months ending September 2026, Vinnies’ share of searches among op shops in Australia increased from 72.2% to 72.9%.
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, Vinnies’ share of searches among op shops in Australia peaked at 76.7% in May 2026 and was lowest at 68.5% in December 2025.
Across the 12 months ending September 2026, Salvos Stores’ share of searches among op shops in Australia peaked at 25.2% in December 2025 and was lowest at 18.9% in June 2026.
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.
Across the 12 months ending September 2026, Savers rose from 5th to 4th among op shops in Australia.
Across the 12 months ending September 2026, Australian Red Cross fell from 4th to 5th among op shops in Australia.
Across the 12 months ending September 2026, Salvos Stores held steady: its share of searches among op shops in Australia moved less than 0.5 percentage points.

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

4 changes

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.
Estimated monthly branded searches for Lifeline in Australia fell 33.1% over 12 measured months, from 12.1K to 8.1K in September 2026.
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.
Estimated monthly branded searches for Vinnies in Australia fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

How are branded searches counted for op shops?

7 search terms

Each brand's share of searches among op shops comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.