Brandwave

Big W vs Kmart:Which is more popular?

In September 2026, Kmart had more branded searches than Big W among department stores in Australia. Kmart had about 4.1 million branded searches, while Big W had 2.7 million. Kmart made up 39.6% of all department store searches we track, and Big W accounted for 26.5%. When we asked ChatGPT and Google AI Overviews about department stores, Big W appeared in two of the five answers and Kmart in one.

Among department stores in Australia in September 2026

Who do people search for more?

Kmart, about 49% more searches than Big W

Kmart 4.1M searchesBig W 2.7M searches

Who does AI mention more?

Big W, mentioned in 2 of 5 answers, Kmart in 1

Big W in 2 of 5Kmart 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, Big W was mentioned in two out of five: in one of the three ChatGPT answers and in one 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.

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 Big W or Kmart more popular in search?

This chart shows how often people search Google for Big W 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.

Big W and Kmart among department stores in Australia, by month

Share of searches by month for Kmart, Big W. 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 Big W and Kmart comparison changed over the last 12 months?

3 findings
  • Kmart was ahead of Big W in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Big W’s share of searches among department stores in Australia moved from 28% to 26.5%, and its estimated monthly branded searches moved from 4.1M to 2.7M.
  • 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

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

  2. Estimated monthly branded searches for Big W in Australia fell 33% over 12 measured months, from 4.1M to 2.7M in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Big W’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.

Big W

1 branded search term

  • big w

Kmart

1 branded search term

  • kmart

How the Brand Demand Index is measured

Other head-to-heads among department stores

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