David Jones vs Kmart:Which is more popular?
In September 2026, Kmart had more branded searches than David Jones among department stores in Australia. Kmart had about 4.1 million branded searches, while David Jones had 823,000. Kmart made up 39.6% 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 Kmart in one. David Jones was mentioned before Kmart in every answer.
Who do people search for more?
Kmart, about 5 searches for every 1 for David Jones
Who does AI mention more?
David Jones, mentioned in 4 of 5 answers, Kmart in 1
Who does AI recommend more?
David Jones, named ahead of Kmart in every answer
Follow David Jones vs Kmart and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
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. Kmart was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. David Jones was listed before Kmart 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 David Jones or Kmart more popular in search?
This chart shows how often people search Google for David Jones and Kmart 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 Kmart, 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 David Jones and Kmart comparison changed over the last 12 months?
3 findings
- Kmart was ahead of David Jones in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Kmart’s share of searches among department stores in Australia moved from 41.9% to 39.6%, and its estimated monthly branded searches moved from 6.1M to 4.1M.
How did search popularity change for Australia department stores in September 2026?
2 changes
In September 2026, Kmart gained share of searches among department stores in Australia, from 39% to 39.6%.
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 David Jones’ and Kmart’s 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.
David Jones
1 branded search term
- david jones
Kmart
1 branded search term
- kmart
Other head-to-heads among department stores
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.