Brandwave

Lifeline vs Salvos Stores:Which is more popular?

In September 2026, Salvos Stores had more branded searches than Lifeline among op shops in Australia. Salvos Stores had about 49,500 branded searches, while Lifeline had 8,100. Salvos Stores made up 21.9% of all op shop searches we track, and Lifeline accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about op shops, Salvos Stores appeared in two of the three answers and Lifeline in one. Salvos Stores was mentioned before Lifeline in every answer.

Among op shops in Australia in September 2026

Who do people search for more?

Salvos Stores, about 6 searches for every 1 for Lifeline

Salvos Stores 49.5K searchesLifeline 8.1K searches

Who does AI mention more?

Salvos Stores, mentioned in 2 of 3 answers, Lifeline in 1

Salvos Stores in 2 of 3Lifeline in 1 of 3

Who does AI recommend more?

Salvos Stores, named ahead of Lifeline in every answer

Salvos Stores first in 2Lifeline never first

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Top op shops in ChatGPT and Google AI Overviews

In three ChatGPT questions, Salvos Stores was mentioned in two out of three: in two of the three ChatGPT answers. Lifeline was mentioned in one out of three: in one of the three ChatGPT answers. Salvos Stores was listed before Lifeline in every answer.

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.

Is Lifeline or Salvos Stores more popular in search?

This chart shows how often people search Google for Lifeline and Salvos Stores 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.

Lifeline and Salvos Stores among op shops in Australia, by month

Share of searches by month for 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%

How has the Lifeline and Salvos Stores comparison changed over the last 12 months?

3 findings
  • Salvos Stores was ahead of Lifeline in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Lifeline’s share of searches among op shops in Australia moved from 4.3% to 3.6%, and its estimated monthly branded searches moved from 12.1K to 8.1K.
  • Across the 12 months ending September 2026, Salvos Stores’ share of searches among op shops in Australia moved from 21.7% to 21.9%, and its estimated monthly branded searches moved from 60.5K to 49.5K.

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

2 changes

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

  2. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Lifeline’s and Salvos Stores’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Lifeline

1 branded search term

  • lifeline shop

Salvos Stores

1 branded search term

  • salvos stores

How the Brand Demand Index is measured

Other head-to-heads among op shops

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