Craftsman vs Stanley:Which is more popular?
In September 2026, Stanley had more branded searches than Craftsman among tool chest brands worldwide. Stanley had about 12,100 branded searches, while Craftsman had 9,100. Stanley made up 9.9% of all tool chest brand searches we track, and Craftsman accounted for 7.4%. When we asked ChatGPT and Google AI Overviews about tool chest brands, Craftsman appeared in three of the five answers and Stanley in none.
Who do people search for more?
Stanley, about 33% more searches than Craftsman
Who does AI mention more?
Craftsman, mentioned in 3 of 5 answers, Stanley in 0
Who does AI recommend more?
Craftsman, the only one of the two named
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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. Stanley did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
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- Craftsman3 of 5Named in 2 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- 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
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
See every answer about tool chest brands
5 answers
Asked ChatGPT
“Which tool chest brand should I buy?”
Asked ChatGPT
“What are the best tool chest brands?”
Asked ChatGPT
“What's the best tool chest brand for garage storage?”
Searched Google, AI Overview
“tool chest for garage”
Searched Google, AI Overview
“rolling tool chest”
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 Stanley more popular in search?
This chart shows how often people search Google for Craftsman and Stanley 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.
Share of searches by month for Stanley, Craftsman. The figures are in the table below the chart.
View monthly share of searches table
| Month | Snap-on | U.S. General | Husky | Stanley | Kennedy | Craftsman | Milwaukee | DeWalt | Beta |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 41.1% | 18.1% | 11.5% | 8.1% | 6.6% | 6.5% | 5% | 2.6% | 0.43% |
| Nov 2025 | 39.5% | 11.6% | 16.1% | 9.5% | 6.4% | 7.4% | 5.9% | 3.1% | 0.42% |
| Dec 2025 | 40.9% | 12% | 13.6% | 9.9% | 5.4% | 8.5% | 6.1% | 3.2% | 0.37% |
| Jan 2026 | 41.6% | 15% | 12.4% | 8.2% | 6.7% | 7.9% | 5.1% | 2.6% | 0.44% |
| Feb 2026 | 41.9% | 15% | 11.6% | 10% | 6.7% | 6.3% | 5.2% | 2.7% | 0.46% |
| Mar 2026 | 43.5% | 15.7% | 12.2% | 8.6% | 7% | 5.4% | 4.4% | 2.8% | 0.4% |
| Apr 2026 | 37.9% | 20.4% | 10.5% | 9.1% | 7.5% | 7.1% | 4.7% | 2.4% | 0.35% |
| May 2026 | 39.5% | 11.6% | 17.6% | 9.5% | 7.8% | 6% | 4.9% | 2.5% | 0.63% |
| Jun 2026 | 40.7% | 12% | 15.5% | 9.8% | 6.6% | 7.4% | 5.1% | 2.6% | 0.37% |
| Jul 2026 | 39.9% | 11.7% | 15.8% | 9.6% | 6.4% | 8.9% | 4.8% | 2.5% | 0.34% |
| Aug 2026 | 40.2% | 11.8% | 13.7% | 9.6% | 7.9% | 7.5% | 5.9% | 3.1% | 0.37% |
| Sep 2026 | 41.1% | 12.1% | 11.8% | 9.9% | 8.1% | 7.4% | 6.1% | 3.3% | 0.35% |
Craftsman sells other things too, so only its searches that name this product count here, like “craftsman tool chest”.
How has the Craftsman and Stanley comparison changed over the last 12 months?
3 findings
- Stanley was ahead of Craftsman in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Craftsman’s share of searches among tool chest brands worldwide moved from 6.5% to 7.4%, and its estimated monthly branded searches moved from 9.7K to 9.1K.
- Across the 12 months ending September 2026, Stanley’s share of searches among tool chest brands worldwide moved from 8.1% to 9.9%, and its estimated monthly branded searches held steady at 12.1K.
How did search popularity change for tool chest brands worldwide in September 2026?
0 changes
Neither Craftsman nor Stanley moved beyond provider rounding among tool chest brands in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Craftsman’s and Stanley’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.
Other head-to-heads among tool chest brands
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