Lifeline vs Savers:Which is more popular?
In September 2026, Lifeline had more branded searches than Savers among op shops in Australia. Lifeline had about 8,100 branded searches, while Savers had 2,180. Lifeline made up 3.6% of all op shop searches we track, and Savers accounted for 0.96%. When we asked ChatGPT and Google AI Overviews about op shops, Savers appeared in all three answers and Lifeline in one. Savers was mentioned before Lifeline in every answer.
Who do people search for more?
Lifeline, about 4 searches for every 1 for Savers
Who does AI mention more?
Savers, mentioned in every answer we collected
Who does AI recommend more?
Savers, named ahead of Lifeline in every answer
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Top op shops in ChatGPT and Google AI Overviews
In three ChatGPT questions, Savers appeared in all three answers. Lifeline was mentioned in one out of three: in one of the three ChatGPT answers. Savers was listed before Lifeline in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Vinnies1st- Savers2nd
Salvos Stores3rd
Australian Red Cross4th- Lifeline5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Savers3 of 3Named in 3 of 3 ChatGPT answers
- Vinnies2 of 3Named in 2 of 3 ChatGPT answers
- Salvos Stores2 of 3Named in 2 of 3 ChatGPT answers
- Australian Red Cross2 of 3Named in 2 of 3 ChatGPT answers
- Lifeline1 of 3Named in 1 of 3 ChatGPT answers
See every answer about op shops
3 answers
Asked ChatGPT
“What's the best op shop chain in Australia?”
Asked ChatGPT
“Which op shops have the best second hand clothes in Australia?”
Asked ChatGPT
“Where are the best op shops near me?”
Searched Google, AI Overview
“op shops near me”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“op shop”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Share of searches by month for Lifeline, Savers. The figures are in the table below the chart.
View monthly share of searches table
| Month | Vinnies | Salvos Stores | Lifeline | Savers | Australian Red Cross |
|---|---|---|---|---|---|
| Oct 2025 | 72.2% | 21.7% | 4.3% | 0.84% | 0.86% |
| Nov 2025 | 72.4% | 21.8% | 4.4% | 0.79% | 0.68% |
| Dec 2025 | 68.5% | 25.2% | 5% | 0.65% | 0.65% |
| Jan 2026 | 72.6% | 21.8% | 4.4% | 0.65% | 0.56% |
| Feb 2026 | 72.6% | 21.8% | 4.4% | 0.61% | 0.58% |
| Mar 2026 | 72.5% | 21.8% | 4.4% | 0.69% | 0.68% |
| Apr 2026 | 73% | 22% | 3.6% | 0.69% | 0.69% |
| May 2026 | 76.7% | 18.9% | 3.1% | 0.59% | 0.73% |
| Jun 2026 | 76.7% | 18.9% | 3.1% | 0.61% | 0.72% |
| Jul 2026 | 72.9% | 21.9% | 3.6% | 0.91% | 0.71% |
| Aug 2026 | 73% | 21.9% | 3.6% | 0.74% | 0.71% |
| Sep 2026 | 72.9% | 21.9% | 3.6% | 0.96% | 0.71% |
How has the Lifeline and Savers comparison changed over the last 12 months?
3 findings
- Lifeline was ahead of Savers in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Lifeline’s share of searches among op shops in Australia moved from 4.3% to 3.6%, and its estimated monthly branded searches moved from 12.1K to 8.1K.
- Across the 12 months ending September 2026, Savers’ share of searches among op shops in Australia moved from 0.84% to 0.96%, and its estimated monthly branded searches moved from 2.4K to 2.2K.
How did search popularity change for Australia op shops in September 2026?
1 change
Estimated monthly branded searches for Lifeline in Australia fell 33.1% over 12 measured months, from 12.1K to 8.1K in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Lifeline’s and Savers’ 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.
Other head-to-heads among op shops
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