Brandwave

How popular isCarter's?

In September 2026, people searched for Carter's by name about 2.7 million times worldwide, about the same as the previous year. These searches made up 1.3% of all global baby sleepwear brand searches, placing Carter's seventh out of nine brands. When we asked both ChatGPT and Google AI Overviews about baby sleepwear brands, Carter's appeared in four of the five answers and was the second most recommended of the nine.

Search and AI answers in September 2026

Carter's is the seventh most searched of 9 competitors and the second most recommended in AI answers.

  1. Hanna AnderssonShare of searches 32.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. Little SleepiesShare of searches 32.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. Kyte BabyShare of searches 14.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  4. Love to DreamShare of searches 9.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Carter'sShare of searches 1.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

+4 more

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Top baby sleepwear brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Burt's Bees Baby1st
  2. Carter's2nd
  3. Hanna Andersson3rd
  4. Little Sleepies4th
  5. Kyte Baby5th
  6. Halo6th
  7. Love to Dream–
  8. ergoPouch–
  9. Woolbabe–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Hanna Andersson5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Burt's Bees Baby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Carter's4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Little Sleepies3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kyte Baby2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Halo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Love to Dream0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ergoPouch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Woolbabe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby sleepwear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which baby sleepwear brands compete with Carter's?

Carter's against baby sleepwear brands worldwide, by month

Share of searches by month for Hanna Andersson, Little Sleepies, Kyte Baby, Love to Dream, ergoPouch, Halo, Carter's. The figures are in the table below the chart.

View monthly share of searches table
MonthHanna AnderssonLittle SleepiesKyte BabyLove to DreamergoPouchHaloCarter'sWoolbabeBurt's Bees Baby
Oct 202542.8%28.6%12.8%5.8%7%1.7%1.1%0.12%—
Nov 202537.9%37.9%11.4%5.1%5.1%1%1.4%0.11%—
Dec 202540.4%33%12.1%5.4%5.4%1.6%1.8%0.12%—
Jan 202628.9%35.4%19.4%7.1%5.8%2.1%1%0.14%—
Feb 202630.5%37.2%13.7%7.5%7.5%2.2%1.1%0.24%—
Mar 202630.1%36.8%13.5%7.4%9.1%1.8%1%0.28%—
Apr 202628.2%34.3%15.4%8.4%10.3%2.1%0.92%0.32%—
May 202625.4%46.5%11.4%6.3%7.7%1.5%0.68%0.46%—
Jun 202630.6%30.6%16.8%9.2%9.2%2.2%1%0.35%—
Jul 202627%32.9%22.1%8.1%6.6%2%0.93%0.26%—
Aug 202630.5%37.4%13.8%7.5%7.5%2.2%0.87%0.15%—
Sep 202632.1%32.1%14.4%9.7%7.9%2.4%1.3%0.21%—

  1. 1.Hanna Andersson

    32.1%

    Moved from 2nd to 1st. 201K estimated branded searches, 0% vs prior month. Share +1.5 points.

  2. 2.Little Sleepies

    32.1%

    Moved from 1st to 2nd. 201K estimated branded searches, -18.3% vs prior month. Share -5.3 points.

  3. 3.Kyte Baby

    14.4%

    Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share +0.7 points.

  4. 4.Love to Dream

    9.7%

    Moved from 5th to 4th. 60.5K estimated branded searches, +22.2% vs prior month. Share +2.1 points.

  5. 5.ergoPouch

    7.9%

    Moved from 4th to 5th. 49.5K estimated branded searches, 0% vs prior month. Share +0.4 points.

  6. 6.Halo

    2.4%

    Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Carter's

    1.3%

    Held 7th. 8.2K estimated branded searches, +43.9% vs prior month. Share +0.4 points.

  8. 8.Woolbabe

    0.21%

    Held 8th. 1.3K estimated branded searches, +30% vs prior month. Share +0.1 points.

  9. —.Burt's Bees Baby

    —

    Not measured this month. — estimated branded searches, — vs prior month. Share —.

Compare popularity between Carter's and its closest rivals

Every comparison with Carter's

26 comparisons

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

2 findings
  • 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 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 baby sleepwear brands worldwide in September 2026?

6 changes

  1. In September 2026, Hanna Andersson overtook Little Sleepies to become the leader among baby sleepwear brands worldwide, with 32.1% of the searches.

  2. In September 2026, Love to Dream overtook ergoPouch to rank 4th among baby sleepwear brands worldwide, with 9.7% of the searches.

  3. In September 2026, Kyte Baby gained share of searches among baby sleepwear brands worldwide, from 13.8% to 14.4%.

  4. In September 2026, Little Sleepies lost share of searches among baby sleepwear brands worldwide, from 37.4% to 32.1%.

  5. Estimated monthly branded searches for Woolbabe worldwide rose 30% over 12 measured months, from 1K to 1.3K in September 2026.

  6. Estimated monthly branded searches for ergoPouch worldwide fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

How are Carter's’ branded searches counted?

3 search terms

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

Do you work for Carter's? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Carter's compete?

Carter's is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Kids clothing brands1st of 1561.8%Show ranking
Baby clothing brands7th of 100.25%Show ranking
Baby sleepwear brands7th of 91.3%Shown above
Creator with pink hair and a pink jacket

Is Carter's your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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