--- title: "Craft supplies: Which brands are most popular in search?" description: "Compare the craft supplies people buy. Share of Search among Cricut, Silhouette, Brother, Spellbinders, Sizzix and American Crafts, the craft supplies Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/categories/craft-supplies" publisher: "Brandwave" --- # Craft supplies: Which brands are most popular in search? Compare the craft supplies people buy. Share of Search among Cricut, Silhouette, Brother, Spellbinders, Sizzix and American Crafts, the craft supplies Brandwave compares worldwide, using the same methodology, market, and reporting period. 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 - **Competitive set**: Craft supplies - **Market**: Global - **Brands compared**: 6 - **Month measured**: Aug 2026 - **Highest Share of Search**: Cricut, 42.7% ## Which brand is most popular in search among craft supplies worldwide? - Cricut and Silhouette share the highest estimated Share of Search among craft supplies worldwide, at 42.7% in August 2026. - Across the 11 months ending August 2026, Cricut’s estimated Share of Search among craft supplies worldwide increased from 39.6% to 42.7%. - Across the 11 months ending August 2026, Silhouette’s estimated Share of Search among craft supplies worldwide decreased from 48.2% to 42.7%. - Across the 11 months ending August 2026, Brother’s estimated Share of Search among craft supplies worldwide increased from 9.1% to 11.4%. - Across the 11 months ending August 2026, Cricut’s estimated Share of Search among craft supplies worldwide peaked at 48.4% in December 2025 and was lowest at 35.1% in March 2026. - Across the 11 months ending August 2026, Silhouette’s estimated Share of Search among craft supplies worldwide peaked at 52.1% in March 2026 and was lowest at 39.8% in December 2025. - Across the 11 months ending August 2026, Brother’s estimated Share of Search among craft supplies worldwide peaked at 12.4% in July 2026 and was lowest at 8.3% in November 2025. - Across the 11 months ending August 2026, Cricut rose from 2nd to 1st among craft supplies worldwide. - Across the 11 months ending August 2026, Silhouette fell from 1st to 2nd among craft supplies worldwide. - Across the 11 months ending August 2026, Spellbinders, Sizzix and American Crafts held steady: their estimated Share of Search among craft supplies worldwide each moved less than 0.5 percentage points. ## Compare search popularity between leading brands - [Cricut vs Silhouette: compare search popularity](/demand/global-en/compare/cricut-vs-silhouette): 42.7% Share of Search each. - [Cricut vs Brother: compare search popularity](/demand/global-en/compare/brother-vs-cricut): 42.7% against 11.4% Share of Search. - [Cricut vs Spellbinders: compare search popularity](/demand/global-en/compare/cricut-vs-spellbinders): 42.7% against 2.1% Share of Search. - [Silhouette vs Brother: compare search popularity](/demand/global-en/compare/brother-vs-silhouette): 42.7% against 11.4% Share of Search. - [Silhouette vs Spellbinders: compare search popularity](/demand/global-en/compare/silhouette-vs-spellbinders): 42.7% against 2.1% Share of Search. - [Brother vs Spellbinders: compare search popularity](/demand/global-en/compare/brother-vs-spellbinders): 11.4% against 2.1% Share of Search. ## How did search popularity change for craft supplies worldwide in August 2026? - In August 2026, Cricut overtook Silhouette to take the highest estimated Share of Search among craft supplies worldwide, at 42.7%. - In August 2026, Silhouette lost estimated Share of Search among craft supplies worldwide, from 46.3% to 42.7%. - In August 2026, Brother lost estimated Share of Search among craft supplies worldwide, from 12.4% to 11.4%. - Estimated monthly branded searches for Sizzix worldwide fell 18.2% over 11 measured months, from 18.1K to 14.8K in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Cricut | 42.7% | 823K | +22.3% | Cricut | | 2 | Silhouette | 42.7% | 823K | 0.0% | Silhouette | | 3 | Brother | 11.4% | 220K | 0.0% | Brother | | 4 | Spellbinders | 2.1% | 40.5K | 0.0% | Spellbinders | | 5 | Sizzix | 0.77% | 14.8K | 0.0% | Sizzix | | 6 | American Crafts | 0.23% | 4.4K | -33.3% | American Crafts | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Silhouette | 1M | 48.2% | 1 | | Oct 2025 | Cricut | 823K | 39.6% | 2 | | Oct 2025 | Brother | 190K | 9.1% | 3 | | Oct 2025 | Spellbinders | 40.5K | 2% | 4 | | Oct 2025 | Sizzix | 18.1K | 0.87% | 5 | | Oct 2025 | American Crafts | 4.4K | 0.21% | 6 | | Nov 2025 | Cricut | 1M | 44.4% | 1 | | Nov 2025 | Silhouette | 1M | 44.4% | 2 | | Nov 2025 | Brother | 187K | 8.3% | 3 | | Nov 2025 | Spellbinders | 40.5K | 1.8% | 4 | | Nov 2025 | Sizzix | 22.2K | 0.98% | 5 | | Nov 2025 | American Crafts | 4.4K | 0.2% | 6 | | Dec 2025 | Cricut | 1M | 48.4% | 1 | | Dec 2025 | Silhouette | 823K | 39.8% | 2 | | Dec 2025 | Brother | 187K | 9.1% | 3 | | Dec 2025 | Spellbinders | 33.1K | 1.6% | 4 | | Dec 2025 | Sizzix | 18.1K | 0.88% | 5 | | Dec 2025 | American Crafts | 4.4K | 0.21% | 6 | | Jan 2026 | Silhouette | 1M | 47.2% | 1 | | Jan 2026 | Cricut | 823K | 38.9% | 2 | | Jan 2026 | Brother | 228K | 10.8% | 3 | | Jan 2026 | Spellbinders | 40.5K | 1.9% | 4 | | Jan 2026 | Sizzix | 18.1K | 0.85% | 5 | | Jan 2026 | American Crafts | 8.1K | 0.38% | 6 | | Feb 2026 | Silhouette | 823K | 47.3% | 1 | | Feb 2026 | Cricut | 673K | 38.7% | 2 | | Feb 2026 | Brother | 184K | 10.6% | 3 | | Feb 2026 | Spellbinders | 33.1K | 1.9% | 4 | | Feb 2026 | Sizzix | 14.8K | 0.85% | 5 | | Feb 2026 | American Crafts | 12.1K | 0.7% | 6 | | Mar 2026 | Silhouette | 1M | 52.1% | 1 | | Mar 2026 | Cricut | 673K | 35.1% | 2 | | Mar 2026 | Brother | 182K | 9.5% | 3 | | Mar 2026 | Spellbinders | 40.5K | 2.1% | 4 | | Mar 2026 | Sizzix | 14.8K | 0.77% | 5 | | Mar 2026 | American Crafts | 8.1K | 0.42% | 6 | | Apr 2026 | Silhouette | 823K | 47.3% | 1 | | Apr 2026 | Cricut | 673K | 38.6% | 2 | | Apr 2026 | Brother | 184K | 10.5% | 3 | | Apr 2026 | Spellbinders | 40.5K | 2.3% | 4 | | Apr 2026 | Sizzix | 14.8K | 0.85% | 5 | | Apr 2026 | American Crafts | 6.6K | 0.38% | 6 | | May 2026 | Silhouette | 1M | 48.3% | 1 | | May 2026 | Cricut | 823K | 39.7% | 2 | | May 2026 | Brother | 184K | 8.9% | 3 | | May 2026 | Spellbinders | 40.5K | 2% | 4 | | May 2026 | American Crafts | 12.1K | 0.58% | 5 | | May 2026 | Sizzix | 12.1K | 0.58% | 6 | | Jun 2026 | Silhouette | 823K | 47.2% | 1 | | Jun 2026 | Cricut | 673K | 38.6% | 2 | | Jun 2026 | Brother | 184K | 10.5% | 3 | | Jun 2026 | Spellbinders | 40.5K | 2.3% | 4 | | Jun 2026 | Sizzix | 12.1K | 0.69% | 5 | | Jun 2026 | American Crafts | 9.9K | 0.57% | 6 | | Jul 2026 | Silhouette | 823K | 46.3% | 1 | | Jul 2026 | Cricut | 673K | 37.9% | 2 | | Jul 2026 | Brother | 220K | 12.4% | 3 | | Jul 2026 | Spellbinders | 40.5K | 2.3% | 4 | | Jul 2026 | Sizzix | 14.8K | 0.83% | 5 | | Jul 2026 | American Crafts | 6.6K | 0.37% | 6 | | Aug 2026 | Cricut | 823K | 42.7% | 1 | | Aug 2026 | Silhouette | 823K | 42.7% | 2 | | Aug 2026 | Brother | 220K | 11.4% | 3 | | Aug 2026 | Spellbinders | 40.5K | 2.1% | 4 | | Aug 2026 | Sizzix | 14.8K | 0.77% | 5 | | Aug 2026 | American Crafts | 4.4K | 0.23% | 6 | | Sep 2026 | American Crafts | — | — | — | | Sep 2026 | Brother | — | — | — | | Sep 2026 | Cricut | — | — | — | | Sep 2026 | Silhouette | — | — | — | | Sep 2026 | Sizzix | — | — | — | | Sep 2026 | Spellbinders | — | — | — | ## What is being compared - **American Crafts**: Measured on the search term “american crafts”. - **Brother**: Measured on the search terms “brother com”, “brother printer” and “printer brother”, summed into one figure. - **Cricut**: Measured on the search term “cricut”. - **Silhouette**: Measured on the search term “silhouette”. - **Sizzix**: Measured on the search term “sizzix”. - **Spellbinders**: Measured on the search term “spellbinders”. - [American Crafts](/demand/global-en/brands/american-crafts) - [Brother](/demand/global-en/brands/brother) - [Cricut](/demand/global-en/brands/cricut) - [Silhouette](/demand/global-en/brands/silhouette) - [Sizzix](/demand/global-en/brands/sizzix) - [Spellbinders](/demand/global-en/brands/spellbinders) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among craft supplies worldwide? Cricut and Silhouette share the highest estimated Share of Search among craft supplies worldwide, at 42.7% in August 2026. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Craft supplies: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/craft-supplies This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/craft-supplies. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.