Brandwave

Kmart vs Target Australia:Which is more popular?

In September 2026, Kmart had more branded searches than Target Australia among department stores in Australia. Kmart had about 4.1 million branded searches, while Target Australia had 1.4 million. Kmart made up 39.6% of all department store searches we track, and Target Australia accounted for 13.3%. When we asked ChatGPT and Google AI Overviews about department stores, Kmart and Target Australia each appeared in one of the five answers.

Among department stores in Australia in September 2026

Who do people search for more?

Kmart, about 3 searches for every 1 for Target Australia

Kmart 4.1M searchesTarget Australia 1.4M searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Kmart in 1 of 5Target Australia in 1 of 5

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Top department stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. Target Australia was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews.

Most recommended by AI

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

  1. David Jones1st
  2. Myer2nd
  3. Harris Scarfe3rd
  4. Big W4th
  5. Target Australia5th
  6. 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

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Is Kmart or Target Australia more popular in search?

This chart shows how often people search Google for Kmart and Target Australia 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.

Kmart and Target Australia among department stores in Australia, by month

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

View monthly share of searches table
MonthKmartBig WTarget AustraliaMyerDavid JonesHarris Scarfe
Oct 202541.9%28%12.3%8.4%6.8%2.5%
Nov 202538%25.4%13.2%11.4%9.3%2.8%
Dec 202541.2%27.5%9.9%10.1%8.3%3%
Jan 202646.6%25.5%11.2%7.6%6.3%2.8%
Feb 202646.8%25.6%11.2%7.7%6.3%2.3%
Mar 202643.9%24.1%13.4%8.8%7.2%2.6%
Apr 202643.9%24.1%13.4%8.8%7.2%2.6%
May 202642.8%23.5%13%10.5%7.1%3.2%
Jun 202638.2%25.6%13.7%11.4%7.7%3.4%
Jul 202639.7%26.6%13.8%9.7%6.5%3.6%
Aug 202639%26.1%14%9.5%7.8%3.5%
Sep 202639.6%26.5%13.3%9.7%8%2.9%

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

3 findings
  • Kmart was ahead of Target Australia in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Target Australia’s share of searches among department stores in Australia moved from 12.3% to 13.3%, and its estimated monthly branded searches moved from 1.8M to 1.4M.

How did search popularity change for Australia department stores in September 2026?

2 changes

  1. In September 2026, Kmart gained share of searches among department stores in Australia, from 39% to 39.6%.

  2. In September 2026, Target Australia lost share of searches among department stores in Australia, from 14% to 13.3%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Kmart’s and Target Australia’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.

Kmart

1 branded search term

  • kmart

Target Australia

2 branded search terms

  • target
  • target australia

How the Brand Demand Index is measured

Other head-to-heads among department stores

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