Brandwave

The Happy Planner vs Hobonichi:Which is more popular?

In September 2026, Hobonichi had more branded searches than The Happy Planner among planner brands worldwide. Hobonichi had about 368,000 branded searches, while The Happy Planner had 110,000. Hobonichi made up 60.7% of all planner brand searches we track, and The Happy Planner accounted for 18.1%. When we asked ChatGPT and Google AI Overviews about planner brands, The Happy Planner and Hobonichi each appeared in two of the five answers. Hobonichi was mentioned before The Happy Planner in two out of three answers that named either.

Among planner brands worldwide in September 2026

Who do people search for more?

Hobonichi, about 3 searches for every 1 for The Happy Planner

Hobonichi 368K searchesThe Happy Planner 110K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

The Happy Planner in 2 of 5Hobonichi in 2 of 5

Who does AI recommend more?

Hobonichi, named ahead of The Happy Planner in 2 of 3 answers

Hobonichi first in 2The Happy Planner first in 1

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Top planner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Happy Planner was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Hobonichi was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hobonichi was listed before The Happy Planner in two out of three answers that named either.

Most recommended by AI

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

  1. Passion Planner1st
  2. Erin Condren2nd
  3. Hobonichi3rd
  4. Full Focus4th
  5. Leuchtturm19175th
  6. The Happy Planner6th
  7. Panda Planner–
  8. Blue Sky–
  9. Day Designer–
  10. Clever Fox–

Mentioned by AI

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

  • Passion Planner4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Erin Condren3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hobonichi2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Happy Planner2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Full Focus2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Leuchtturm19172 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Panda Planner0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Blue Sky0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Day Designer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clever Fox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about planner 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 22, 2026.

Is The Happy Planner or Hobonichi more popular in search?

This chart shows how often people search Google for The Happy Planner and Hobonichi by name. Each line represents a brand's share of searches for all ten planner brands we track, month by month, from English-language searches worldwide.

The Happy Planner and Hobonichi among planner brands worldwide, by month

Share of searches by month for Hobonichi, The Happy Planner. The figures are in the table below the chart.

View monthly share of searches table
MonthHobonichiThe Happy PlannerErin CondrenPanda PlannerPassion PlannerBlue SkyFull FocusDay DesignerClever FoxLeuchtturm1917
Oct 202542.6%23.4%12.8%8.5%5.7%2.1%2.1%1.4%1.1%0.26%
Nov 202539.6%21.7%14.6%11.9%5.3%2%2%1.3%1.3%0.32%
Dec 202545.6%20.5%13.7%5%6.1%2.7%2.7%1.2%1.8%0.44%
Jan 202646%20.5%11.3%7.6%6.2%2.3%2.8%1.2%1.5%0.67%
Feb 202631.3%21%11.5%25.6%4.2%1.5%2.3%1%1.2%0.35%
Mar 202623.6%23.6%12.9%28.9%3.9%1.4%2.6%1.4%1.4%0.23%
Apr 202622%22%22%22%5.4%2%2%1.6%1.1%0.26%
May 202617.8%26.6%17.8%26.6%4.4%1.9%2.4%1.3%1.1%0.21%
Jun 202618.7%28%18.7%22.9%4.6%1.7%2.5%1.1%1.4%0.49%
Jul 202623.7%28.8%19.4%15.8%4.7%2.1%2.6%1.2%1.4%0.26%
Aug 202656.3%16.8%11.3%7.6%3.4%1.5%1.2%0.83%0.83%0.24%
Sep 202660.7%18.1%8.2%5.5%3.7%1.1%1.1%0.89%0.59%0.21%

How has the The Happy Planner and Hobonichi comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: The Happy Planner took it in May 2026, Hobonichi took it in August 2026.
  • Across the 12 months ending September 2026, The Happy Planner’s share of searches among planner brands worldwide moved from 23.4% to 18.1%, and its estimated monthly branded searches moved from 90.5K to 110K.
  • Across the 12 months ending September 2026, Hobonichi’s share of searches among planner brands worldwide moved from 42.6% to 60.7%, and its estimated monthly branded searches moved from 165K to 368K.

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

2 changes

  1. In September 2026, Hobonichi gained share of searches among planner brands worldwide, from 56.3% to 60.7%.

  2. In September 2026, The Happy Planner gained share of searches among planner brands worldwide, from 16.8% to 18.1%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using The Happy Planner’s and Hobonichi’s 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.

The Happy Planner

1 branded search term

  • happy planner

Hobonichi

1 branded search term

  • hobonichi

How the Brand Demand Index is measured

Other head-to-heads among planner brands

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