---
title: "Carter's: search popularity worldwide"
description: "An American baby and children's clothing brand. 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/global-en/brands/carters-baby"
publisher: "Brandwave"
---

# Carter's: search popularity worldwide

An American baby and children's clothing brand. 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

- **Brand**: Carter's
- **Market**: Global
- **Measured month**: Sep 2026
- **Share of Search among kids clothing brands**: 61.8%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Kids clothing brands | 1 | 61.8% | 2.7M |
| Baby clothing brands | 7 | 0.25% | 8.2K |
| Baby sleepwear brands | 7 | 1.3% | 8.2K |

- [Kids clothing brands](/demand/global-en/categories/kids-clothing-brands)
- [Baby clothing brands](/demand/global-en/categories/baby-clothing-brands)
- [Baby sleepwear brands](/demand/global-en/categories/baby-sleepwear-brands)

## Top kids clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Carter's was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Carter's is the most recommended of the 15.

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 | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Carter's | 1st | 2 of 3 | 1 of 2 | 3 of 5 |
| Old Navy | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Hanna Andersson | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| Primary | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Cat & Jack | 5th | 2 of 3 | 1 of 2 | 3 of 5 |
| Patagonia | 6th | 2 of 3 | 0 of 2 | 2 of 5 |
| Gap Kids | 7th | 2 of 3 | 0 of 2 | 2 of 5 |
| Tea Collection | 8th | 1 of 3 | 0 of 2 | 1 of 5 |
| Mini Boden | 9th | 1 of 3 | 0 of 2 | 1 of 5 |
| Janie and Jack | 10th | 1 of 3 | 0 of 2 | 1 of 5 |
| Petit Bateau | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| JoJo Maman Bébé | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| OshKosh B’gosh | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Polarn O. Pyret | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Frugi | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about kids clothing brands

- Asked ChatGPT "Which kids clothing brand should I buy?": 1. Cat & Jack, 2. Carter's, 3. Old Navy, 4. Hanna Andersson, 5. Gap Kids
- Asked ChatGPT "What are the best kids clothing brands?": 1. Carter's, 2. Primary, 3. Hanna Andersson, 4. Gap Kids, 5. Old Navy, 6. Tea Collection, 7. Patagonia, 8. Cat & Jack, 9. Mini Boden, 10. Janie and Jack
- Asked ChatGPT "What's the best kids clothing brand for clothes that last?": 1. Hanna Andersson, 2. Primary, 3. Patagonia, 4. Old Navy
- Searched Google, AI Overview "kids clothes": 1. Old Navy
- Searched Google, AI Overview "toddler clothes": 1. Old Navy, 2. Carter's, 3. Cat & Jack

Not named in any answer: Petit Bateau, JoJo Maman Bébé, OshKosh B’gosh, Polarn O. Pyret and Frugi.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 22, 2026.

## How has branded search demand for Carter's changed worldwide over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for Carter's worldwide held steady at 2.7M.
- Across the 12 months ending September 2026, Carter's’ share of searches among kids clothing brands worldwide increased from 58.1% to 61.8%.
- Across the 12 months ending September 2026, Carter's’ share of searches among kids clothing brands worldwide peaked at 61.8% in September 2026 and was lowest at 53.2% in July 2026.
- Across the 12 months ending September 2026, Carter's’ share of searches among baby clothing brands worldwide held steady, from 0.3% to 0.25%.
- Across the 12 months ending September 2026, Carter's’ share of searches among baby sleepwear brands worldwide peaked at 1.8% in December 2025 and was lowest at 0.68% in May 2026.

## How did search popularity change for kids clothing brands worldwide in September 2026?

- In September 2026, Janie and Jack overtook Gap Kids to rank 3rd among kids clothing brands worldwide, with 6.8% of the searches.
- In September 2026, Carter's gained share of searches among kids clothing brands worldwide, from 56.3% to 61.8%.
- In September 2026, Gap Kids lost share of searches among kids clothing brands worldwide, from 6.2% to 4.5%.
- In September 2026, Petit Bateau lost share of searches among kids clothing brands worldwide, from 11.3% to 10.1%.
- In September 2026, JoJo Maman Bébé lost share of searches among kids clothing brands worldwide, from 3.6% to 2.5%.
- In September 2026, Polarn O. Pyret lost share of searches among kids clothing brands worldwide, from 2.3% to 1.7%.

## How did search popularity change for baby clothing brands worldwide in September 2026?

- Estimated monthly branded searches for Nature Baby worldwide rose 26.3% over 12 measured months, from 1.9K to 2.4K in September 2026.
- Estimated monthly branded searches for Cotton On worldwide rose 22.4% over 12 measured months, from 1.8M to 2.2M in September 2026.
- Estimated monthly branded searches for Hanna Andersson worldwide fell 45.4% over 12 measured months, from 368K to 201K in September 2026.
- Estimated monthly branded searches for Bonds worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
- Estimated monthly branded searches for Carter's worldwide fell 12.8% over 12 measured months, from 9.4K to 8.2K in September 2026.

## How did search popularity change for baby sleepwear brands worldwide in September 2026?

- In September 2026, Hanna Andersson overtook Little Sleepies to become the leader among baby sleepwear brands worldwide, with 32.1% of the searches.
- In September 2026, Love to Dream overtook ergoPouch to rank 4th among baby sleepwear brands worldwide, with 9.7% of the searches.
- In September 2026, Kyte Baby gained share of searches among baby sleepwear brands worldwide, from 13.8% to 14.4%.
- In September 2026, Little Sleepies lost share of searches among baby sleepwear brands worldwide, from 37.4% to 32.1%.
- Estimated monthly branded searches for Woolbabe worldwide rose 30% over 12 measured months, from 1K to 1.3K in September 2026.
- Estimated monthly branded searches for ergoPouch worldwide fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kids clothing brands | 2.7M | 58.1% | 1 |
| Nov 2025 | Kids clothing brands | 3.4M | 57.5% | 1 |
| Dec 2025 | Kids clothing brands | 2.7M | 59.9% | 1 |
| Jan 2026 | Kids clothing brands | 2.2M | 55.1% | 1 |
| Feb 2026 | Kids clothing brands | 2.2M | 61.7% | 1 |
| Mar 2026 | Kids clothing brands | 2.2M | 55.6% | 1 |
| Apr 2026 | Kids clothing brands | 2.2M | 60.4% | 1 |
| May 2026 | Kids clothing brands | 2.2M | 58.2% | 1 |
| Jun 2026 | Kids clothing brands | 1.8M | 55.4% | 1 |
| Jul 2026 | Kids clothing brands | 1.8M | 53.2% | 1 |
| Aug 2026 | Kids clothing brands | 2.2M | 56.3% | 1 |
| Sep 2026 | Kids clothing brands | 2.7M | 61.8% | 1 |
| Oct 2025 | Baby clothing brands | 9.4K | 0.3% | 7 |
| Nov 2025 | Baby clothing brands | 16.4K | 0.32% | 6 |
| Dec 2025 | Baby clothing brands | 13.4K | 0.31% | 7 |
| Jan 2026 | Baby clothing brands | 7K | 0.24% | 7 |
| Feb 2026 | Baby clothing brands | 5.7K | 0.2% | 7 |
| Mar 2026 | Baby clothing brands | 6.7K | 0.19% | 7 |
| Apr 2026 | Baby clothing brands | 5.4K | 0.16% | 7 |
| May 2026 | Baby clothing brands | 5.4K | 0.16% | 7 |
| Jun 2026 | Baby clothing brands | 5.4K | 0.18% | 7 |
| Jul 2026 | Baby clothing brands | 5.7K | 0.19% | 7 |
| Aug 2026 | Baby clothing brands | 5.7K | 0.17% | 7 |
| Sep 2026 | Baby clothing brands | 8.2K | 0.25% | 7 |
| Oct 2025 | Baby sleepwear brands | 9.4K | 1.1% | 7 |
| Nov 2025 | Baby sleepwear brands | 16.4K | 1.4% | 6 |
| Dec 2025 | Baby sleepwear brands | 13.4K | 1.8% | 6 |
| Jan 2026 | Baby sleepwear brands | 7K | 1% | 7 |
| Feb 2026 | Baby sleepwear brands | 5.7K | 1.1% | 7 |
| Mar 2026 | Baby sleepwear brands | 6.7K | 1% | 7 |
| Apr 2026 | Baby sleepwear brands | 5.4K | 0.92% | 7 |
| May 2026 | Baby sleepwear brands | 5.4K | 0.68% | 7 |
| Jun 2026 | Baby sleepwear brands | 5.4K | 1% | 7 |
| Jul 2026 | Baby sleepwear brands | 5.7K | 0.93% | 7 |
| Aug 2026 | Baby sleepwear brands | 5.7K | 0.87% | 7 |
| Sep 2026 | Baby sleepwear brands | 8.2K | 1.3% | 7 |

## How are Carter's’ branded searches counted?

Brandwave collects information about searches that people make online using Carter's’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

- “carters”
- “carters pajamas”
- “carters sleepers”

## Which kids clothing brands compete with Carter's?

- [Petit Bateau](/demand/global-en/brands/petit-bateau): Head-to-head: /demand/global-en/compare/carters-baby-vs-petit-bateau
- [Janie and Jack](/demand/global-en/brands/janie-and-jack): Head-to-head: /demand/global-en/compare/carters-baby-vs-janie-and-jack
- [Gap Kids](/demand/global-en/brands/gap-kids): Head-to-head: /demand/global-en/compare/carters-baby-vs-gap-kids
- [Hanna Andersson](/demand/global-en/brands/hanna-andersson): Head-to-head: /demand/global-en/compare/carters-baby-vs-hanna-andersson
- [JoJo Maman Bébé](/demand/global-en/brands/jojo-maman-bebe): Head-to-head: /demand/global-en/compare/carters-baby-vs-jojo-maman-bebe
- [Mini Boden](/demand/global-en/brands/mini-boden)
- [OshKosh B’gosh](/demand/global-en/brands/oshkosh-bgosh)
- [Polarn O. Pyret](/demand/global-en/brands/polarn-o-pyret)
- [Cat & Jack](/demand/global-en/brands/cat-and-jack)
- [Frugi](/demand/global-en/brands/frugi)
- [Old Navy](/demand/global-en/brands/old-navy)
- [Tea Collection](/demand/global-en/brands/tea-collection)
- [Patagonia](/demand/global-en/brands/patagonia)
- [Primary](/demand/global-en/brands/primary-kids)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Carter's: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/carters-baby

This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/carters-baby. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.