Brandwave

Craftsman vs U.S. General:Which is more popular?

In September 2026, Craftsman had more branded searches than U.S. General among tool chest brands worldwide. Craftsman had about 301,000 branded searches, while U.S. General had 14,800. Craftsman made up 9.6% of all tool chest brand searches we track, and U.S. General accounted for 0.47%. When we asked ChatGPT and Google AI Overviews about tool chest brands, Craftsman and U.S. General each appeared in three of the five answers. U.S. General was mentioned before Craftsman in every answer.

Among tool chest brands worldwide in September 2026

Who do people search for more?

Craftsman, about 20 searches for every 1 for U.S. General

Craftsman 301K searchesU.S. General 14.8K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Craftsman in 3 of 5U.S. General in 3 of 5

Who does AI recommend more?

U.S. General, named ahead of Craftsman in every answer

U.S. General first in 3Craftsman never first

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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. U.S. General was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. U.S. General was listed before Craftsman in every answer.

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 U.S. General more popular in search?

This chart shows how often people search Google for Craftsman and U.S. General 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 U.S. General among tool chest brands worldwide, by month

Share of searches by month for Craftsman, U.S. General. 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 U.S. General comparison changed over the last 12 months?

3 findings
  • Craftsman was ahead of U.S. General 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 7% to 9.6%, and its estimated monthly branded searches moved from 246K to 301K.
  • Across the 12 months ending September 2026, U.S. General’s share of searches among tool chest brands worldwide moved from 0.77% to 0.47%, and its estimated monthly branded searches moved from 27.1K to 14.8K.

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. In September 2026, U.S. General rose from 6th to 5th among tool chest brands worldwide.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Craftsman’s and U.S. General’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

U.S. General

1 branded search term

  • u.s. general

How the Brand Demand Index is measured

Other head-to-heads among tool chest brands

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