Fiskars vs Spellbinders:Which is more popular?
In October 2026, Fiskars had more branded searches than Spellbinders among craft supplies worldwide. Fiskars had about 165,000 branded searches, while Spellbinders had 40,500. Fiskars made up 31% of all craft supply searches we track, and Spellbinders accounted for 7.6%. When we asked ChatGPT and Google AI Overviews about craft supplies, Fiskars appeared in two of the four answers and Spellbinders in none.
Who do people search for more?
Fiskars, about 4 searches for every 1 for Spellbinders
Who does AI mention more?
Fiskars, mentioned in 2 of 4 answers, Spellbinders in 0
Who does AI recommend more?
Fiskars, the only one of the two named
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Top craft supplies in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Fiskars was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Spellbinders did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Arteza1st
FolkArt2nd- Fiskars3rd
Cricut4th
Crayola5th
American Crafts6th
Sizzix7th
Spellbinders–
Silhouette–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Cricut3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Arteza3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Crayola2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Fiskars2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- FolkArt2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Sizzix1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- American Crafts1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Spellbinders0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Silhouette0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about craft supplies
4 answers
Asked ChatGPT
“Which craft supplies brand should I buy?”
Asked ChatGPT
“What are the best craft supplies brands?”
Asked ChatGPT
“What's the best craft supplies brand for hobby projects?”
Searched Google, AI Overview
“craft supplies”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“scrapbooking supplies”
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.
Is Fiskars or Spellbinders more popular in search?
This chart shows how often people search Google for Fiskars and Spellbinders by name. Each line represents a brand's share of searches for all nine craft supply brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Fiskars, Spellbinders. The figures are in the table below the chart.
View monthly share of searches table
| Month | Crayola | Fiskars | FolkArt | Spellbinders | Cricut | Sizzix | Silhouette | American Crafts | Arteza |
|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 35.5% | 33% | 13.1% | 7.2% | 5.1% | 3.9% | 1.5% | 0.78% | <0.01% |
| Dec 2025 | 36.6% | 30.1% | 13.5% | 6% | 6.9% | 3.3% | 2.8% | 0.8% | <0.01% |
| Jan 2026 | 31.5% | 30.5% | 17.3% | 7.7% | 6.6% | 3.5% | 1.3% | 1.5% | <0.01% |
| Feb 2026 | 34.3% | 31.6% | 15.4% | 6.9% | 5.1% | 3.1% | 1.2% | 2.5% | <0.01% |
| Mar 2026 | 36.7% | 34.6% | 11% | 7.4% | 5.1% | 2.7% | 1% | 1.5% | <0.01% |
| Apr 2026 | 35.7% | 36.8% | 10.7% | 7.2% | 4.7% | 2.6% | 1% | 1.2% | <0.01% |
| May 2026 | 35% | 37.6% | 10.5% | 7% | 4.6% | 2.1% | 1% | 2.1% | <0.01% |
| Jun 2026 | 38.4% | 32.1% | 11.6% | 7.7% | 5% | 2.3% | 1.1% | 1.9% | <0.01% |
| Jul 2026 | 37.6% | 33.7% | 11.3% | 7.6% | 4.9% | 2.8% | 0.87% | 1.2% | <0.01% |
| Aug 2026 | 42% | 32% | 10.3% | 6.9% | 4.6% | 2.5% | 0.97% | 0.75% | <0.01% |
| Sep 2026 | 37.8% | 31.4% | 13.9% | 7.6% | 4.8% | 2.8% | 1.1% | 0.68% | <0.01% |
| Oct 2026 | 37.7% | 31% | 13.9% | 7.6% | 4.9% | 2.8% | 1.3% | 0.68% | <0.01% |
How has branded search for Fiskars and Spellbinders changed worldwide over the last 12 months?
3 findings
- Fiskars was ahead of Spellbinders in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Fiskars’ share of searches among craft supplies worldwide moved from 33% to 31%, and its estimated monthly branded searches moved from 187K to 165K.
- Across the 12 months ending October 2026, Spellbinders’ share of searches among craft supplies worldwide moved from 7.2% to 7.6%, and its estimated monthly branded searches held steady at 40.5K.
How did search popularity change for craft supplies worldwide in October 2026?
1 change
Fiskars’ share of searches among craft supplies worldwide has lost ground for 3 months in a row, from 33.7% to 31% in October 2026.
How are Fiskars’ and Spellbinders’ branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Fiskars’ and Spellbinders’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Fiskars
3 branded search terms
- fiskars
- fiskars scissors
- fiskars weed puller
Spellbinders
1 branded search term
- spellbinders
Other head-to-heads among craft supplies
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