Brandwave

Salvos Stores vs Vinnies:Which is more popular?

In September 2026, Vinnies had more branded searches than Salvos Stores among op shops in Australia. Vinnies had about 165,000 branded searches, while Salvos Stores had 49,500. Vinnies made up 72.9% of all op shop searches we track, and Salvos Stores accounted for 21.9%. When we asked ChatGPT and Google AI Overviews about op shops, Salvos Stores and Vinnies each appeared in two of the three answers. Vinnies was mentioned before Salvos Stores in every answer.

Among op shops in Australia in September 2026

Who do people search for more?

Vinnies, about 3 searches for every 1 for Salvos Stores

Vinnies 165K searchesSalvos Stores 49.5K searches

Who does AI mention more?

Both were mentioned in 2 of 3 answers.

Salvos Stores in 2 of 3Vinnies in 2 of 3

Who does AI recommend more?

Vinnies, named ahead of Salvos Stores in every answer

Vinnies first in 2Salvos Stores never first

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Top op shops in ChatGPT and Google AI Overviews

In three ChatGPT questions, Salvos Stores and Vinnies were each mentioned in two out of three: in two of the three ChatGPT answers. Vinnies was listed before Salvos Stores 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 Salvos Stores or Vinnies more popular in search?

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

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

Share of searches by month for Vinnies, Salvos Stores. 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 Salvos Stores and Vinnies comparison changed over the last 12 months?

3 findings
  • Vinnies was ahead of Salvos Stores in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Vinnies’ share of searches among op shops in Australia moved from 72.2% to 72.9%, and its estimated monthly branded searches moved from 201K to 165K.

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

2 changes

  1. 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.

  2. 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?

2 search terms

Brandwave collects information about searches that people make online using Salvos Stores’ and Vinnies’ 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.

Salvos Stores

1 branded search term

  • salvos stores

Vinnies

1 branded search term

  • vinnies

How the Brand Demand Index is measured

Other head-to-heads among op shops

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