---
title: "Op shops in Australia: Which are searched most?"
description: "Compare the charity and second hand store chains people in Australia shop at. Share of Search among Vinnies, Salvos Stores, Lifeline, Savers and Australian Red Cross, the op shops Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-op-shops"
publisher: "Brandwave"
---

# Op shops in Australia: Which are searched most?

Compare the charity and second hand store chains people in Australia shop at. Share of Search among Vinnies, Salvos Stores, Lifeline, Savers and Australian Red Cross, the op shops Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Op shops
- **Market**: Australia
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Vinnies, 72.9%

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

- 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%.
- 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.

## 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.

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 | All answers that named it |
| --- | --- | --- | --- |
| Vinnies | 1st | 2 of 3 | 2 of 3 |
| Savers | 2nd | 3 of 3 | 3 of 3 |
| Salvos Stores | 3rd | 2 of 3 | 2 of 3 |
| Australian Red Cross | 4th | 2 of 3 | 2 of 3 |
| Lifeline | 5th | 1 of 3 | 1 of 3 |

## Every AI answer about op shops

- Asked ChatGPT "What's the best op shop chain in Australia?": 1. Vinnies, 2. Salvos Stores, 3. Savers, 4. Australian Red Cross, 5. Lifeline
- Asked ChatGPT "Which op shops have the best second hand clothes in Australia?": 1. Savers, 2. Vinnies, 3. Salvos Stores, 4. Australian Red Cross
- Asked ChatGPT "Where are the best op shops near me?": 1. Savers

Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026.

## Compare search popularity between leading brands

- [Vinnies vs Salvos Stores: compare search popularity](/demand/au/compare/salvos-stores-vs-vinnies): 72.9% against 21.9% Share of Search.
- [Vinnies vs Lifeline: compare search popularity](/demand/au/compare/lifeline-australia-vs-vinnies): 72.9% against 3.6% Share of Search.
- [Salvos Stores vs Lifeline: compare search popularity](/demand/au/compare/lifeline-australia-vs-salvos-stores): 21.9% against 3.6% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Vinnies | 72.9% | 165K | 0.0% | Vinnies |
| 2 | Salvos Stores | 21.9% | 49.5K | 0.0% | Salvos Stores |
| 3 | Lifeline | 3.6% | 8.1K | 0.0% | Lifeline |
| 4 | Savers | 0.96% | 2.2K | +29.8% | Savers |
| 5 | Australian Red Cross | 0.71% | 1.6K | 0.0% | Australian Red Cross |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Vinnies | 201K | 72.2% | 1 |
| Oct 2025 | Salvos Stores | 60.5K | 21.7% | 2 |
| Oct 2025 | Lifeline | 12.1K | 4.3% | 3 |
| Oct 2025 | Australian Red Cross | 2.4K | 0.86% | 4 |
| Oct 2025 | Savers | 2.4K | 0.84% | 5 |
| Nov 2025 | Vinnies | 201K | 72.4% | 1 |
| Nov 2025 | Salvos Stores | 60.5K | 21.8% | 2 |
| Nov 2025 | Lifeline | 12.1K | 4.4% | 3 |
| Nov 2025 | Savers | 2.2K | 0.79% | 4 |
| Nov 2025 | Australian Red Cross | 1.9K | 0.68% | 5 |
| Dec 2025 | Vinnies | 201K | 68.5% | 1 |
| Dec 2025 | Salvos Stores | 74K | 25.2% | 2 |
| Dec 2025 | Lifeline | 14.8K | 5% | 3 |
| Dec 2025 | Savers | 1.9K | 0.65% | 4 |
| Dec 2025 | Australian Red Cross | 1.9K | 0.65% | 5 |
| Jan 2026 | Vinnies | 246K | 72.6% | 1 |
| Jan 2026 | Salvos Stores | 74K | 21.8% | 2 |
| Jan 2026 | Lifeline | 14.8K | 4.4% | 3 |
| Jan 2026 | Savers | 2.2K | 0.65% | 4 |
| Jan 2026 | Australian Red Cross | 1.9K | 0.56% | 5 |
| Feb 2026 | Vinnies | 201K | 72.6% | 1 |
| Feb 2026 | Salvos Stores | 60.5K | 21.8% | 2 |
| Feb 2026 | Lifeline | 12.1K | 4.4% | 3 |
| Feb 2026 | Savers | 1.7K | 0.61% | 4 |
| Feb 2026 | Australian Red Cross | 1.6K | 0.58% | 5 |
| Mar 2026 | Vinnies | 201K | 72.5% | 1 |
| Mar 2026 | Salvos Stores | 60.5K | 21.8% | 2 |
| Mar 2026 | Lifeline | 12.1K | 4.4% | 3 |
| Mar 2026 | Savers | 1.9K | 0.69% | 4 |
| Mar 2026 | Australian Red Cross | 1.9K | 0.68% | 5 |
| Apr 2026 | Vinnies | 201K | 73% | 1 |
| Apr 2026 | Salvos Stores | 60.5K | 22% | 2 |
| Apr 2026 | Lifeline | 9.9K | 3.6% | 3 |
| Apr 2026 | Australian Red Cross | 1.9K | 0.69% | 4 |
| Apr 2026 | Savers | 1.9K | 0.69% | 5 |
| May 2026 | Vinnies | 201K | 76.7% | 1 |
| May 2026 | Salvos Stores | 49.5K | 18.9% | 2 |
| May 2026 | Lifeline | 8.1K | 3.1% | 3 |
| May 2026 | Australian Red Cross | 1.9K | 0.73% | 4 |
| May 2026 | Savers | 1.6K | 0.59% | 5 |
| Jun 2026 | Vinnies | 201K | 76.7% | 1 |
| Jun 2026 | Salvos Stores | 49.5K | 18.9% | 2 |
| Jun 2026 | Lifeline | 8.1K | 3.1% | 3 |
| Jun 2026 | Australian Red Cross | 1.9K | 0.72% | 4 |
| Jun 2026 | Savers | 1.6K | 0.61% | 5 |
| Jul 2026 | Vinnies | 165K | 72.9% | 1 |
| Jul 2026 | Salvos Stores | 49.5K | 21.9% | 2 |
| Jul 2026 | Lifeline | 8.1K | 3.6% | 3 |
| Jul 2026 | Savers | 2.1K | 0.91% | 4 |
| Jul 2026 | Australian Red Cross | 1.6K | 0.71% | 5 |
| Aug 2026 | Vinnies | 165K | 73% | 1 |
| Aug 2026 | Salvos Stores | 49.5K | 21.9% | 2 |
| Aug 2026 | Lifeline | 8.1K | 3.6% | 3 |
| Aug 2026 | Savers | 1.7K | 0.74% | 4 |
| Aug 2026 | Australian Red Cross | 1.6K | 0.71% | 5 |
| Sep 2026 | Vinnies | 165K | 72.9% | 1 |
| Sep 2026 | Salvos Stores | 49.5K | 21.9% | 2 |
| Sep 2026 | Lifeline | 8.1K | 3.6% | 3 |
| Sep 2026 | Savers | 2.2K | 0.96% | 4 |
| Sep 2026 | Australian Red Cross | 1.6K | 0.71% | 5 |

## What is being compared

- **Australian Red Cross**: Measured on the search term “red cross shop”.
- **Lifeline**: Measured on the search term “lifeline shop”.
- **Salvos Stores**: Measured on the search term “salvos stores”.
- **Savers**: Measured on the search terms “savers australia”, “savers op shop” and “savers store”, summed into one figure.
- **Vinnies**: Measured on the search term “vinnies”.

- [Australian Red Cross](/demand/au/brands/australian-red-cross)
- [Lifeline](/demand/au/brands/lifeline-australia)
- [Salvos Stores](/demand/au/brands/salvos-stores)
- [Savers](/demand/au/brands/savers)
- [Vinnies](/demand/au/brands/vinnies)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Op shops in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-op-shops

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-op-shops. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.