--- title: "Lifeline vs Vinnies: Which is searched more in Australia?" description: "Is Lifeline or Vinnies more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Op shops set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/lifeline-australia-vs-vinnies" publisher: "Brandwave" --- # Lifeline vs Vinnies: Which is searched more in Australia? Is Lifeline or Vinnies more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Op shops set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Lifeline and Vinnies - **Competitive set**: Op shops - **Market**: Australia - **Month measured**: Sep 2026 - **Lifeline Share of Search**: 3.6% - **Vinnies Share of Search**: 72.9% ## Is Lifeline or Vinnies more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Vinnies | 1st | 2 of 3 | 2 of 3 | | Savers | 2nd | 3 of 3 | 3 of 3 | | Salvos Stores | 3rd | 2 of 3 | 2 of 3 | | Australian Red Cross | 4th | 2 of 3 | 2 of 3 | | Lifeline | 5th | 1 of 3 | 1 of 3 | ## Every AI answer about op shops - Asked ChatGPT "What's the best op shop chain in Australia?": 1. Vinnies, 2. Salvos Stores, 3. Savers, 4. Australian Red Cross, 5. Lifeline - Asked ChatGPT "Which op shops have the best second hand clothes in Australia?": 1. Savers, 2. Vinnies, 3. Salvos Stores, 4. Australian Red Cross - Asked ChatGPT "Where are the best op shops near me?": 1. Savers Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026. ## How did search popularity change for Australia op shops in September 2026? - Estimated monthly branded searches for Lifeline in Australia fell 33.1% over 12 measured months, from 12.1K to 8.1K in September 2026. - Estimated monthly branded searches for Vinnies in Australia fell 17.9% over 12 measured months, from 201K to 165K in September 2026. ## Month by month | Month | Lifeline estimated searches | Lifeline Share of Search | Lifeline rank | Vinnies estimated searches | Vinnies Share of Search | Vinnies rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 12.1K | 4.3% | 3 | 201K | 72.2% | 1 | | Nov 2025 | 12.1K | 4.4% | 3 | 201K | 72.4% | 1 | | Dec 2025 | 14.8K | 5% | 3 | 201K | 68.5% | 1 | | Jan 2026 | 14.8K | 4.4% | 3 | 246K | 72.6% | 1 | | Feb 2026 | 12.1K | 4.4% | 3 | 201K | 72.6% | 1 | | Mar 2026 | 12.1K | 4.4% | 3 | 201K | 72.5% | 1 | | Apr 2026 | 9.9K | 3.6% | 3 | 201K | 73% | 1 | | May 2026 | 8.1K | 3.1% | 3 | 201K | 76.7% | 1 | | Jun 2026 | 8.1K | 3.1% | 3 | 201K | 76.7% | 1 | | Jul 2026 | 8.1K | 3.6% | 3 | 165K | 72.9% | 1 | | Aug 2026 | 8.1K | 3.6% | 3 | 165K | 73% | 1 | | Sep 2026 | 8.1K | 3.6% | 3 | 165K | 72.9% | 1 | ## How each brand is measured 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. - **Lifeline**: Measured on the search term “lifeline shop”. - **Vinnies**: Measured on the search term “vinnies”. - [Lifeline profile](/demand/au/brands/lifeline-australia) - [Vinnies profile](/demand/au/brands/vinnies) - [All op shops in Australia](/demand/au/categories/au-op-shops): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Lifeline or Vinnies more popular in search? 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%. ## Cite this page Brandwave. "Lifeline vs Vinnies: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/lifeline-australia-vs-vinnies This page is also available as HTML at https://gobrandwave.com/demand/au/compare/lifeline-australia-vs-vinnies. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.