Brandwave

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 9.9% of all global tool chest brand searches, placing Stanley fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about tool chest brands, Stanley did not appear in any of the answers.

Search and AI answers in September 2026

Stanley is the fourth most searched of 9 competitors and not listed in any AI answer.

  1. Snap-onShare of searches 41.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. U.S. GeneralShare of searches 12.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. HuskyShare of searches 11.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. StanleyShare of searches 9.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. KennedyShare of searches 8.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+4 more

Stanley website (opens in a new tab)

Follow Stanley and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top tool chest brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Stanley did not appear in any of the five answers.

Most recommended by AI

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

  1. U.S. General1st
  2. Husky2nd
  3. Milwaukee3rd
  4. Snap-on4th
  5. Craftsman5th
  6. Stanley–
  7. Kennedy–
  8. DeWalt–
  9. Beta–

Mentioned by AI

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

  • Husky4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snap-on3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • U.S. General3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Craftsman3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milwaukee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stanley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kennedy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beta0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tool chest 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 21, 2026.

Which tool chest brands compete with Stanley?

Stanley against tool chest brands worldwide, by month

Share of searches by month for Snap-on, U.S. General, Husky, Stanley, Kennedy, Craftsman, Milwaukee, DeWalt. The figures are in the table below the chart.

View monthly share of searches table
MonthSnap-onU.S. GeneralHuskyStanleyKennedyCraftsmanMilwaukeeDeWaltBeta
Oct 202541.1%18.1%11.5%8.1%6.6%6.5%5%2.6%0.43%
Nov 202539.5%11.6%16.1%9.5%6.4%7.4%5.9%3.1%0.42%
Dec 202540.9%12%13.6%9.9%5.4%8.5%6.1%3.2%0.37%
Jan 202641.6%15%12.4%8.2%6.7%7.9%5.1%2.6%0.44%
Feb 202641.9%15%11.6%10%6.7%6.3%5.2%2.7%0.46%
Mar 202643.5%15.7%12.2%8.6%7%5.4%4.4%2.8%0.4%
Apr 202637.9%20.4%10.5%9.1%7.5%7.1%4.7%2.4%0.35%
May 202639.5%11.6%17.6%9.5%7.8%6%4.9%2.5%0.63%
Jun 202640.7%12%15.5%9.8%6.6%7.4%5.1%2.6%0.37%
Jul 202639.9%11.7%15.8%9.6%6.4%8.9%4.8%2.5%0.34%
Aug 202640.2%11.8%13.7%9.6%7.9%7.5%5.9%3.1%0.37%
Sep 202641.1%12.1%11.8%9.9%8.1%7.4%6.1%3.3%0.35%

  1. 1.Snap-on

    41.1%

    Held 1st. 50.4K estimated branded searches, -0.24% vs prior month. Share +0.9 points.

  2. 2.U.S. General

    12.1%

    Moved from 3rd to 2nd. 14.8K estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Husky

    11.8%

    Moved from 2nd to 3rd. 14.5K estimated branded searches, -15.7% vs prior month. Share -1.9 points.

  4. 4.Stanley

    9.9%

    Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Kennedy

    8.1%

    Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Craftsman

    7.4%

    Held 6th. 9.1K estimated branded searches, -3.2% vs prior month. Share -0.1 points.

  7. 7.Milwaukee

    6.1%

    Held 7th. 7.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.DeWalt

    3.3%

    Held 8th. 4K estimated branded searches, +1.8% vs prior month. Share +0.1 points.

  9. 9.Beta

    0.35%

    Held 9th. 430 estimated branded searches, -6.5% vs prior month. Share 0 points.

Snap-on, Craftsman and 2 other brands sell other things too, so only their searches that name this product count here, like “snap on tool chest”.

Compare popularity between Stanley and its closest rivals

Every comparison with Stanley

62 comparisons

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 tool chest brands worldwide increased from 8.1% to 9.9%.
  • Across the 12 months ending September 2026, Stanley’s share of searches among tool chest brands worldwide peaked at 10% in February 2026 and was lowest at 8.1% in October 2025.

How did search popularity change for tool chest brands worldwide in September 2026?

4 changes

  1. In September 2026, Snap-on gained share of searches among tool chest brands worldwide, from 40.2% to 41.1%.

  2. In September 2026, Husky lost share of searches among tool chest brands worldwide, from 13.7% to 11.8%.

  3. In September 2026, U.S. General rose from 3rd to 2nd among tool chest brands worldwide.

  4. Estimated monthly branded searches for Beta worldwide fell 33.8% over 12 measured months, from 650 to 430 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.

How the Brand Demand Index is measured

Where does Stanley compete?

Stanley is ranked in 18 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Hand tool brands6th of 133.7%Show ranking
Wheelbarrow brands7th of 80.18%Show ranking
Jump starter brands6th of 71.2%Show ranking
Jump leads4th of 61.4%Show ranking
Tool chest brands4th of 99.9%Shown above
Tape measure brands4th of 516.1%Show ranking
Toolbox brands2nd of 1216.5%Show ranking
Staple gun brands6th of 76.2%Show ranking
Hand planer brands3rd of 1012.4%Show ranking
Workbench brands10th of 110.92%Show ranking
Spirit level brands4th of 613.1%Show ranking
Wire stripper brands4th of 53.2%Show ranking
Jack plane brands4th of 68.2%Show ranking
Folding sawhorse brands3rd of 923.2%Show ranking
Hacksaw brands3rd of 69.5%Show ranking
Workbench light brands7th of 70.46%Show ranking
Dead blow hammer brands3rd of 613.5%Show ranking
Rubber mallet brands2nd of 621.5%Show ranking
Creator with pink hair and a pink jacket

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.

Start free