How popular isStanley?
In September 2026, people searched for Stanley by name about 72,300 times worldwide, a 10.8% decrease from the previous year. These searches made up 8.2% of all global jack plane brand searches, placing Stanley fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about jack plane brands, Stanley appeared in all answers and was the second most recommended of the six.
Stanley is the fourth most searched of 6 competitors and the second most recommended in AI answers.
Lie-NielsenShare of searches 58.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
VeritasShare of searches 21.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
WoodRiverShare of searches 9.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
StanleyShare of searches 8.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
CraftsmanShare of searches 2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top jack plane brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Stanley appeared in all five answers. Stanley is the second most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Lie-Nielsen5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Veritas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Stanley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- WoodRiver3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Craftsman0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Irwin0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about jack plane brands
5 answers
Asked ChatGPT
“Which jack plane brand should I buy?”
Asked ChatGPT
“What are the best jack plane brands?”
Asked ChatGPT
“What's the best jack plane brand for woodworking hand tools?”
Searched Google, AI Overview
“woodworking plane”
Searched Google, AI Overview
“plane for woodwork”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which jack plane brands compete with Stanley?
Share of searches by month for Lie-Nielsen, Veritas, WoodRiver, Stanley. The figures are in the table below the chart.
View monthly share of searches table
| Month | Lie-Nielsen | Veritas | WoodRiver | Stanley | Craftsman | Irwin |
|---|---|---|---|---|---|---|
| Oct 2025 | 62.7% | 20.3% | 8% | 6.9% | 1.9% | 0.17% |
| Nov 2025 | 59.9% | 23.5% | 7.7% | 6.8% | 1.9% | 0.2% |
| Dec 2025 | 63.5% | 20.4% | 6.7% | 7.7% | 1.6% | 0.18% |
| Jan 2026 | 58.1% | 22.8% | 7.5% | 9.8% | 1.8% | 0.16% |
| Feb 2026 | 59.3% | 17.2% | 14.4% | 7.1% | 1.8% | 0.12% |
| Mar 2026 | 61.4% | 22% | 7.9% | 7% | 1.6% | 0.17% |
| Apr 2026 | 60.1% | 19.9% | 9.4% | 8.1% | 2.4% | 0.1% |
| May 2026 | 60.3% | 19.9% | 9.5% | 8.1% | 2% | 0.15% |
| Jun 2026 | 61.3% | 20.3% | 9.6% | 6.7% | 2% | 0.15% |
| Jul 2026 | 57.8% | 22.9% | 9.1% | 7.7% | 2.3% | 0.1% |
| Aug 2026 | 59.4% | 21.1% | 9.3% | 8% | 2% | 0.2% |
| Sep 2026 | 58.7% | 21.8% | 9.2% | 8.2% | 2% | 0.15% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 58.7% | 12.1K | 0% | -0.7 points | |
| 2, held 2nd | 21.8% | 4.5K | +4.7% | +0.7 points | |
| 3, held 3rd | 9.2% | 1.9K | 0% | -0.1 points | |
| 4, held 4th | 8.2% | 1.7K | +4.3% | +0.2 points | |
| 5, held 5th | 2% | 410 | 0% | 0 points | |
| 6, held 6th | 0.15% | 30 | -25% | -0.1 points |
58.7%
Held 1st. 12.1K estimated branded searches, 0% vs prior month. Share -0.7 points.
2.
Veritas21.8%
Held 2nd. 4.5K estimated branded searches, +4.7% vs prior month. Share +0.7 points.
9.2%
Held 3rd. 1.9K estimated branded searches, 0% vs prior month. Share -0.1 points.
4.
Stanley8.2%
Held 4th. 1.7K estimated branded searches, +4.3% vs prior month. Share +0.2 points.
2%
Held 5th. 410 estimated branded searches, 0% vs prior month. Share 0 points.
6.
Irwin0.15%
Held 6th. 30 estimated branded searches, -25% vs prior month. Share -0.1 points.
Craftsman sells other things too, so only its searches that name this product count here, like “craftsman hand plane”.
Compare popularity between Stanley and its closest rivals
Every comparison with Stanley
62 comparisons
- Bahco vs Stanley
- GearWrench vs Stanley
- Klein Tools vs Stanley
- Knipex vs Stanley
- Stanley vs Tekton
- Kincrome vs Stanley
- Lufkin vs Stanley
- Stanley vs Tajima
- Husky vs Stanley
- Snap-on vs Stanley
- Stanley vs U.S. General
- Kennedy vs Stanley
- Channellock vs Stanley
- Crescent vs Stanley
- Milwaukee vs Stanley
- Lie-Nielsen vs Stanley
- Stanley vs Veritas
- Irwin vs Stanley
- DeWalt vs Stanley
- Arrow vs Stanley
- Bostitch vs Stanley
- Empire vs Stanley
- Kapro vs Stanley
- Ryobi vs Stanley
- Stabila vs Stanley
- Stanley vs ToughBuilt
- Festool vs Stanley
- Sidchrome vs Stanley
- Johnson Level vs Stanley
- Clore vs Stanley
- GOOLOO vs Stanley
- Kobalt vs Stanley
- Komelon vs Stanley
- NOCO vs Stanley
- Ring Automotive vs Stanley
- Stanley vs Weego
- Stanley vs WoodRiver
- Autowit vs Stanley
- Stanley vs Triton
- BORA vs Stanley
- Craftsman vs Stanley
- Anker vs Stanley
- Makita vs Stanley
- Gorilla Carts vs Stanley
- Haemmerlin vs Stanley
- Jackson vs Stanley
- Stanley vs True Temper
- Stanley vs Walsall
- Stanley vs WORX
- Lenox vs Stanley
- Estwing vs Stanley
- Beta vs Stanley
- AA vs Stanley
- Black+Decker vs Stanley
- Bosch vs Stanley
- Gladiator vs Stanley
- Keter vs Stanley
- Sealey vs Stanley
- Seville Classics vs Stanley
- Sjöbergs vs Stanley
- Stanley vs WEN
- Proto vs Stanley
How has branded search demand for Stanley changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Stanley worldwide fell from 81.1K to 72.3K.
- Across the 12 months ending September 2026, Stanley’s share of searches among jack plane brands worldwide increased from 6.9% to 8.2%.
- Across the 12 months ending September 2026, Stanley’s share of searches among jack plane brands worldwide peaked at 9.8% in January 2026 and was lowest at 6.7% in June 2026.
How did search popularity change for jack plane brands worldwide in September 2026?
5 changes
In September 2026, Veritas gained share of searches among jack plane brands worldwide, from 21.1% to 21.8%.
In September 2026, Lie-Nielsen lost share of searches among jack plane brands worldwide, from 59.4% to 58.7%.
Stanley’s share of searches among jack plane brands worldwide has gained ground for 3 months in a row, from 6.7% to 8.2% in September 2026.
Estimated monthly branded searches for Irwin worldwide fell 25% over 12 measured months, from 40 to 30 in September 2026.
Estimated monthly branded searches for Craftsman worldwide fell 10.9% over 12 measured months, from 460 to 410 in September 2026.
How are Stanley’s branded searches counted?
23 search terms
Brandwave collects information about searches that people make online using Stanley’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.
- stanley dead blow hammer
- stanley folding sawhorse
- stanley hacksaw
- stanley hacksaw frame
- stanley hand plane
- stanley hand tools
- stanley jack plane
- stanley jump starter
- stanley level
- stanley mallet
- stanley mini hacksaw
- stanley no 5 plane
- stanley plane
- stanley rubber mallet
- stanley sawhorse
- stanley staple gun
- stanley tape measure
- stanley tool box
- stanley tool chest
- stanley wheelbarrow
- stanley wire stripper
- stanley workbench
- stanley workbench light
Do you work for Stanley? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Stanley compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Hand tool brands | 6th of 13 | 3.7% | Show ranking |
| Wheelbarrow brands | 7th of 8 | 0.18% | Show ranking |
| Jump starter brands | 6th of 7 | 1.2% | Show ranking |
| Jump leads | 4th of 6 | 1.4% | Show ranking |
| Tool chest brands | 4th of 9 | 9.9% | Show ranking |
| Tape measure brands | 4th of 5 | 16.1% | Show ranking |
| Toolbox brands | 2nd of 12 | 16.5% | Show ranking |
| Staple gun brands | 6th of 7 | 6.2% | Show ranking |
| Hand planer brands | 3rd of 10 | 12.4% | Show ranking |
| Workbench brands | 10th of 11 | 0.92% | Show ranking |
| Spirit level brands | 4th of 6 | 13.1% | Show ranking |
| Wire stripper brands | 4th of 5 | 3.2% | Show ranking |
| Jack plane brands | 4th of 6 | 8.2% | Shown above |
| Folding sawhorse brands | 3rd of 9 | 23.2% | Show ranking |
| Hacksaw brands | 3rd of 6 | 9.5% | Show ranking |
| Workbench light brands | 7th of 7 | 0.46% | Show ranking |
| Dead blow hammer brands | 3rd of 6 | 13.5% | Show ranking |
| Rubber mallet brands | 2nd of 6 | 21.5% | Show ranking |
Is Stanley 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.