Big W vs David Jones:Which is more popular?
In September 2026, Big W had more branded searches than David Jones among department stores in Australia. Big W had about 2.7 million branded searches, while David Jones had 823,000. Big W made up 26.5% of all department store searches we track, and David Jones accounted for 8%. When we asked ChatGPT and Google AI Overviews about department stores, David Jones appeared in four of the five answers and Big W in two. David Jones was mentioned before Big W in every answer.
Who do people search for more?
Big W, about 3 searches for every 1 for David Jones
Who does AI mention more?
David Jones, mentioned in 4 of 5 answers, Big W in 2
Who does AI recommend more?
David Jones, named ahead of Big W in every answer
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Top department stores in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, David Jones was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Big W was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. David Jones was listed before Big W in every answer.
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.
Is Big W or David Jones more popular in search?
This chart shows how often people search Google for Big W and David Jones 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 Big W, David Jones. 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% |
How has the Big W and David Jones comparison changed over the last 12 months?
3 findings
- Big W was ahead of David Jones in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Big W’s share of searches among department stores in Australia moved from 28% to 26.5%, and its estimated monthly branded searches moved from 4.1M to 2.7M.
- Across the 12 months ending September 2026, David Jones’ share of searches among department stores in Australia moved from 6.8% to 8%, and its estimated monthly branded searches moved from 1M to 823K.
How did search popularity change for Australia department stores in September 2026?
2 changes
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 David Jones in Australia fell 17.7% over 12 measured months, from 1M to 823K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Big W’s and David Jones’ 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.
Big W
1 branded search term
- big w
David Jones
1 branded search term
- david jones
Other head-to-heads among department stores
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