Brandwave

Gingerlilly vs Kmart:Which is more popular?

In September 2026, Kmart had more branded searches than Gingerlilly among sleepwear brands in Australia. Kmart had about 4,400 branded searches, while Gingerlilly had 480. Kmart made up 0.91% of all sleepwear brand searches we track, and Gingerlilly accounted for 0.1%. When we asked ChatGPT and Google AI Overviews about sleepwear brands, Kmart appeared in three of the five answers and Gingerlilly in two. Kmart was mentioned before Gingerlilly in three out of four answers that named either.

Among sleepwear brands in Australia in September 2026

Who do people search for more?

Kmart, about 9 searches for every 1 for Gingerlilly

Kmart 4.4K searchesGingerlilly 480 searches

Who does AI mention more?

Kmart, mentioned in 3 of 5 answers, Gingerlilly in 2

Kmart in 3 of 5Gingerlilly in 2 of 5

Who does AI recommend more?

Kmart, named ahead of Gingerlilly in 3 of 4 answers

Kmart first in 3Gingerlilly first in 1

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Top sleepwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kmart was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Gingerlilly was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Kmart was listed before Gingerlilly in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Peter Alexander1st
  2. Papinelle2nd
  3. Sussan3rd
  4. Kmart4th
  5. Piyama5th
  6. Boody6th
  7. Gingerlilly7th
  8. Bonds8th
  9. Homebodii–
  10. Sant and Abel–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Peter Alexander5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Papinelle4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Piyama4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sussan4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kmart3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bonds2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gingerlilly2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Boody2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Homebodii0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sant and Abel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sleepwear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Is Gingerlilly or Kmart more popular in search?

This chart shows how often people search Google for Gingerlilly and Kmart by name. Each line represents a brand's share of searches for all ten sleepwear brands we track, month by month, from searches in Australia.

Gingerlilly and Kmart among sleepwear brands in Australia, by month

Share of searches by month for Kmart, Gingerlilly. The figures are in the table below the chart.

View monthly share of searches table
MonthPeter AlexanderPapinellePiyamaHomebodiiKmartSussanBondsGingerlillyBoodySant and Abel
Oct 202593.2%1.4%1.7%1.1%1.1%0.75%0.5%0.15%0.1%0.04%
Nov 202594.6%1.4%1.4%0.76%0.62%0.62%0.41%0.1%0.07%0.07%
Dec 202595.7%1.2%0.95%0.52%0.52%0.63%0.28%0.08%0.06%0.07%
Jan 202694.5%1.7%1.1%0.93%0.62%0.62%0.27%0.1%0.07%0.04%
Feb 202691.7%2.5%1.6%1.3%1.1%0.88%0.58%0.15%0.1%0.05%
Mar 202694.3%1.4%0.93%0.75%1.1%0.62%0.62%0.12%0.08%0.05%
Apr 202692.6%2%1.1%0.91%1.4%1.1%0.6%0.15%0.12%0.04%
May 202693.3%2.1%0.92%0.75%1.1%1.1%0.49%0.12%0.1%0.04%
Jun 202695.5%1.4%0.62%0.51%0.77%0.62%0.41%0.08%0.07%0.05%
Jul 202692.7%2%1.1%0.91%1.4%1.1%0.48%0.12%0.12%0.07%
Aug 202692.3%2%1.4%1.1%1.4%1.1%0.48%0.1%0.1%0.1%
Sep 202693.1%2%1.4%0.91%0.91%0.91%0.5%0.1%0.08%0.05%

Kmart sells other things too, so only its searches that name this product count here, like “kmart pyjamas”.

How has the Gingerlilly and Kmart comparison changed over the last 12 months?

3 findings
  • Kmart was ahead of Gingerlilly in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Gingerlilly’s share of searches among sleepwear brands in Australia moved from 0.15% to 0.1%, and its estimated monthly branded searches moved from 720 to 480.
  • Across the 12 months ending September 2026, Kmart’s share of searches among sleepwear brands in Australia moved from 1.1% to 0.91%, and its estimated monthly branded searches moved from 5.4K to 4.4K.

How did search popularity change for Australia sleepwear brands in September 2026?

2 changes

  1. In September 2026, Gingerlilly rose from 9th to 8th among sleepwear brands in Australia.

  2. In September 2026, Kmart fell from 3rd to 5th among sleepwear brands in Australia.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Gingerlilly’s 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.

Gingerlilly

1 branded search term

  • gingerlilly

Kmart

1 branded search term

  • kmart pyjamas

How the Brand Demand Index is measured

Other head-to-heads among sleepwear brands

Creator with pink hair and a pink jacket

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