Harris Scarfe vs Kmart:Which is more popular?
In September 2026, Kmart had more branded searches than Harris Scarfe among department stores in Australia. Kmart had about 4.1 million branded searches, while Harris Scarfe had 301,000. Kmart made up 39.6% of all department store searches we track, and Harris Scarfe accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about department stores, Harris Scarfe appeared in three of the five answers and Kmart in one. Harris Scarfe was mentioned before Kmart in every answer.
Who do people search for more?
Kmart, about 14 searches for every 1 for Harris Scarfe
Who does AI mention more?
Harris Scarfe, mentioned in 3 of 5 answers, Kmart in 1
Who does AI recommend more?
Harris Scarfe, named ahead of Kmart 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, Harris Scarfe was mentioned in three out of five: in all three ChatGPT answers, but not in either 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. Harris Scarfe 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 Harris Scarfe or Kmart more popular in search?
This chart shows how often people search Google for Harris Scarfe 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, Harris Scarfe. 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 Harris Scarfe and Kmart comparison changed over the last 12 months?
3 findings
- Kmart was ahead of Harris Scarfe in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Harris Scarfe’s share of searches among department stores in Australia moved from 2.5% to 2.9%, and its estimated monthly branded searches moved from 368K to 301K.
- 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%.
In September 2026, Harris Scarfe lost share of searches among department stores in Australia, from 3.5% to 2.9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Harris Scarfe’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.
Harris Scarfe
1 branded search term
- harris scarfe
Kmart
1 branded search term
- kmart
Other head-to-heads among department stores
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