Lifeline vs Vinnies:Which is more popular?
In September 2026, Vinnies had more branded searches than Lifeline among op shops in Australia. Vinnies had about 165,000 branded searches, while Lifeline had 8,100. Vinnies made up 72.9% of all op shop searches we track, and Lifeline accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about op shops, Vinnies appeared in two of the three answers and Lifeline in one. Vinnies was mentioned before Lifeline in every answer.
Who do people search for more?
Vinnies, about 20 searches for every 1 for Lifeline
Who does AI mention more?
Vinnies, mentioned in 2 of 3 answers, Lifeline in 1
Who does AI recommend more?
Vinnies, named ahead of Lifeline in every answer
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Top op shops in ChatGPT and Google AI Overviews
In three ChatGPT questions, Vinnies was mentioned in two out of three: in two of the three ChatGPT answers. Lifeline was mentioned in one out of three: in one of the three ChatGPT answers. Vinnies 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 Vinnies, Lifeline. 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 Vinnies comparison changed over the last 12 months?
3 findings
- Vinnies was ahead of Lifeline 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, Vinnies’ share of searches among op shops in Australia moved from 72.2% to 72.9%, and its estimated monthly branded searches moved from 201K to 165K.
How did search popularity change for Australia op shops in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Lifeline’s and Vinnies’ 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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