Brandwave

Craftsman vs Snap-on:Which is more popular?

In September 2026, Craftsman and Snap-on were level in searches among tool chest brands worldwide, with an estimated 301K branded searches each, at 9.6% of the total each. When we asked ChatGPT and Google AI Overviews about tool chest brands, Craftsman and Snap-on each appeared in three of the five answers. Snap-on was mentioned before Craftsman in two out of three answers.

Among tool chest brands worldwide in September 2026

Who do people search for more?

Craftsman and Snap-on are searched for about as often as each other.

Craftsman 301K searchesSnap-on 301K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Craftsman in 3 of 5Snap-on in 3 of 5

Who does AI recommend more?

Snap-on, named ahead of Craftsman in 2 of 3 answers

Snap-on first in 2Craftsman first in 1

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Top tool chest brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Craftsman was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Snap-on was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Snap-on was listed before Craftsman in two out of three 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. DeWalt–
  7. Beta–
  8. Stanley–
  9. Kennedy–

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
  • Milwaukee3 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
  • 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
  • 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
  • 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

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.

Is Craftsman or Snap-on more popular in search?

This chart shows how often people search Google for Craftsman and Snap-on by name. Each line represents a brand's share of searches for all nine tool chest brands we track, month by month, from English-language searches worldwide.

Craftsman and Snap-on among tool chest brands worldwide, by month

Share of searches by month for Craftsman, Snap-on. The figures are in the table below the chart.

View monthly share of searches table
MonthMilwaukeeDeWaltCraftsmanSnap-onU.S. GeneralBetaHuskyStanleyKennedy
Oct 202563.6%19.1%7%8.5%0.77%0.34%0.51%0.09%0.05%
Nov 202560%22%6.6%9.9%0.48%0.32%0.59%0.1%0.05%
Dec 202560.2%22.1%8.1%8.1%0.49%0.27%0.6%0.11%0.03%
Jan 202657.9%21.3%9.5%9.5%0.7%0.38%0.57%0.1%0.05%
Feb 202656.8%20.9%11.4%9.3%0.56%0.38%0.46%0.09%0.05%
Mar 202655.3%20.3%13.6%9.1%0.67%0.37%0.55%0.1%0.05%
Apr 202656.7%20.8%11.4%9.3%0.84%0.31%0.46%0.08%0.05%
May 202656.8%20.9%11.4%9.3%0.46%0.56%0.46%0.08%0.05%
Jun 202657.9%21.3%11.6%7.8%0.47%0.31%0.47%0.09%0.04%
Jul 202660.2%18.1%12.1%8.1%0.49%0.33%0.49%0.08%0.05%
Aug 202656.9%20.9%11.4%9.4%0.46%0.31%0.46%0.16%0.05%
Sep 202658.1%21.4%9.6%9.6%0.47%0.38%0.38%0.1%0.05%

How has the Craftsman and Snap-on comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Craftsman took it in February 2026.
  • Across the 12 months ending September 2026, Craftsman’s share of searches among tool chest brands worldwide moved from 7% to 9.6%, and its estimated monthly branded searches moved from 246K to 301K.
  • Across the 12 months ending September 2026, Snap-on’s share of searches among tool chest brands worldwide moved from 8.5% to 9.6%, and its estimated monthly branded searches held steady at 301K.

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

2 changes

  1. In September 2026, Craftsman lost share of searches among tool chest brands worldwide, from 11.4% to 9.6%.

  2. Snap-on’s share of searches among tool chest brands worldwide has gained ground for 3 months in a row, from 7.8% to 9.6% in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Craftsman’s and Snap-on’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.

Craftsman

1 branded search term

  • craftsman

Snap-on

1 branded search term

  • snap-on

How the Brand Demand Index is measured

Other head-to-heads among tool chest brands

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