Brandwave

How popular isWHSmith in search?

In September 2026, there were an estimated 201K branded searches for WHSmith worldwide which is down 55.3% over the last 12 months. WHSmith holds 10.2% estimated Share of Search among parcel Tape brands worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Yellow62%
  2. Scotch12.5%
  3. Kraft10.2%
  4. WHSmith10.2%
  5. Blue4.5%
  6. Strong0.5%
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Which parcel Tape brands compete with WHSmith?

WHSmith against parcel Tape brands worldwide, by month

Share of Search by month for Yellow, Scotch, Kraft, WHSmith, Blue. The figures are in the table below the chart.

View monthly share of search table
MonthYellowScotchKraftWHSmithBlueStrong
Oct 202554.1%13.3%7.3%19.9%4.8%0.54%
Nov 202559.8%12%8%14.7%5.1%0.39%
Dec 202556.3%13.8%7.5%16.9%5%0.45%
Jan 202653.4%19.7%7.2%13.2%5.8%0.79%
Feb 202662.5%12.6%8.4%10.3%5.6%0.62%
Mar 202661.1%12.3%8.3%12.3%5.4%0.61%
Apr 202662.5%12.6%6.9%12.6%4.7%0.62%
May 202662.7%12.6%6.9%12.6%4.6%0.51%
Jun 202662.7%12.6%6.9%12.6%4.6%0.51%
Jul 202663.6%12.8%7%10.5%5.5%0.52%
Aug 202661.1%12.3%8.3%12.3%5.4%0.5%
Sep 202662%12.5%10.2%10.2%4.5%0.5%

  1. 1.Yellow

    62%

    Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +0.9 points.

  2. 2.Scotch

    12.5%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share +0.2 points.

  3. 3.Kraft

    10.2%

    Moved from 4th to 3rd. 201K estimated branded searches, +21.8% vs prior month. Share +2 points.

  4. 4.WHSmith

    10.2%

    Moved from 3rd to 4th. 201K estimated branded searches, -18.3% vs prior month. Share -2.1 points.

  5. 5.Blue

    4.5%

    Held 5th. 88.8K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  6. 6.Strong

    0.5%

    Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between WHSmith and its closest rivals

Every comparison with WHSmith

How has branded search demand for WHSmith changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for WHSmith worldwide fell from 450K to 201K.
  • Across the 12 months ending September 2026, WHSmith’s estimated Share of Search among parcel Tape brands worldwide decreased from 19.9% to 10.2%.
  • Across the 12 months ending September 2026, WHSmith fell from 2nd to 4th among parcel Tape brands worldwide.

How did search popularity change for parcel Tape brands worldwide in September 2026?

  1. In September 2026, Kraft overtook WHSmith to rank 3rd among parcel Tape brands worldwide, with 10.2% estimated Share of Search.

  2. In September 2026, Yellow gained estimated Share of Search among parcel Tape brands worldwide, from 61.1% to 62%.

  3. In September 2026, WHSmith lost estimated Share of Search among parcel Tape brands worldwide, from 12.3% to 10.2%.

  4. In September 2026, Blue lost estimated Share of Search among parcel Tape brands worldwide, from 5.4% to 4.5%.

  5. Estimated monthly branded searches for Scotch worldwide fell 18.3% over 12 measured months, from 301K to 246K in September 2026.

  6. Estimated monthly branded searches for Strong worldwide fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.

Where does WHSmith compete?

WHSmith is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Bookstores3rd of 62.5%Show ranking
Parcel Tape brands4th of 610.2%Shown above

How is WHSmith measured?

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

1 branded search term

  • wh smith

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How the Brand Demand Index is measured

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