Brandwave

Kmart, Big W and Target Australia:Which are most popular?

In September 2026, Kmart drew 50% of estimated branded searches across these three brands in Australia, ahead of Big W at 33.3%. When we checked with ChatGPT and Google AI Overviews, Big W was mentioned most often, in two of the five answers. Of all six brands we track in department stores, Big W was the fourth most recommended and Target Australia was fifth.

All three are department stores in Australia. See all department stores

Brands in this comparisonAny 10 or fewer published brands in Australia
  • Kmart
  • Big W
  • Target Australia

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Kmart, Big W and Target Australia in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Big W was mentioned most often, in two of the five answers. Of all six brands we track in department stores, Big W was the fourth most recommended and Target Australia was fifth.

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.

  • David Jones4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Myer4 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.

How these brands compare month by month

Share of Search here is each brand's branded searches divided by the total for the brands in this comparison. Add or remove a brand and every share is worked out again.

  • Kmart
  • Big W
  • Target Australia
Kmart, Big W and Target Australia in Australia, by month

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

View monthly share of searches table
MonthKmartBig WTarget Australia
Oct 202551%34%15%
Nov 202549.6%33.1%17.3%
Dec 202552.4%35%12.6%
Jan 202656%30.6%13.4%
Feb 202655.9%30.6%13.4%
Mar 202654%29.6%16.4%
Apr 202654%29.6%16.4%
May 202654%29.6%16.4%
Jun 202650%32.6%17.4%
Jul 202649.9%33%17.1%
Aug 202649.5%32.9%17.6%
Sep 202650%33.3%16.6%

  1. 1.Kmart

    50%

    Held 1st. 4.1M estimated branded searches, -0.44% vs prior month. Share +0.5 points.

  2. 2.Big W

    33.3%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share +0.5 points.

  3. 3.Target Australia

    16.6%

    Held 3rd. 1.4M estimated branded searches, -6.7% vs prior month. Share -0.9 points.

How the Brand Demand Index is measured