Snap-on vs Stanley:Which is more popular?
In September 2026, Stanley had more branded searches than Snap-on among toolbox brands worldwide. Stanley had about 12,100 branded searches, while Snap-on had 8,100. Stanley made up 16.5% of all toolbox brand searches we track, and Snap-on accounted for 11.1%. When we asked ChatGPT and Google AI Overviews about toolbox brands, Snap-on appeared in two of the five answers and Stanley in none.
Who do people search for more?
Stanley, about 49% more searches than Snap-on
Who does AI mention more?
Snap-on, mentioned in 2 of 5 answers, Stanley in 0
Who does AI recommend more?
Snap-on, the only one of the two named
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Top toolbox brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Snap-on was mentioned in two out of five: in two of the three ChatGPT answers, but not in either 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.
- Husky5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
DeWalt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Craftsman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
U.S. General3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Snap-on2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
ToughBuilt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Kobalt1 of 5Named in 1 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 toolbox brands
5 answers
Asked ChatGPT
“Which toolbox brand should I buy?”
Asked ChatGPT
“What are the best toolbox brands?”
Asked ChatGPT
“What's the best toolbox brand for tool storage?”
Searched Google, AI Overview
“best toolbox”
Searched Google, AI Overview
“tool box for tools”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Snap-on or Stanley more popular in search?
This chart shows how often people search Google for Snap-on and Stanley by name. Each line represents a brand's share of searches for all 12 toolbox brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Stanley, Snap-on. The figures are in the table below the chart.
View monthly share of searches table
| Month | U.S. General | Stanley | Kennedy | Husky | Snap-on | Craftsman | Milwaukee | ToughBuilt | DeWalt | Kobalt | Makita | Proto |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.1% | 13.4% | 11% | 9% | 11% | 6% | 6% | 4.5% | 3.2% | 4% | 1.4% | 0.36% |
| Nov 2025 | 20.2% | 16.5% | 11% | 11% | 11% | 9% | 7.3% | 5.4% | 4% | 2.7% | 1.4% | 0.36% |
| Dec 2025 | 19.7% | 16.1% | 8.8% | 10.7% | 8.8% | 8.8% | 7.2% | 4.3% | 8.8% | 4.8% | 1.7% | 0.35% |
| Jan 2026 | 25.8% | 14.1% | 11.5% | 9.4% | 9.4% | 7.7% | 6.3% | 4.7% | 6.3% | 3.4% | 1.2% | 0.37% |
| Feb 2026 | 20.3% | 13.5% | 9.1% | 9.1% | 9.1% | 4.9% | 6% | 4.5% | 20.3% | 1.8% | 1.1% | 0.36% |
| Mar 2026 | 27.5% | 15% | 12.3% | 10% | 10% | 6.7% | 6.7% | 5% | 3.6% | 1.6% | 1.2% | 0.4% |
| Apr 2026 | 33.5% | 15% | 12.2% | 8.2% | 8.2% | 6.7% | 5.4% | 4.1% | 3.6% | 1.6% | 1.2% | 0.4% |
| May 2026 | 20.3% | 16.6% | 13.6% | 11.1% | 11.1% | 7.4% | 7.4% | 4.5% | 4% | 2.2% | 1.4% | 0.44% |
| Jun 2026 | 20.7% | 17% | 11.4% | 11.4% | 11.4% | 7.6% | 7.6% | 4.6% | 4.1% | 2.7% | 1.4% | 0.36% |
| Jul 2026 | 22.3% | 18.2% | 12.2% | 9.9% | 9.9% | 8.1% | 6.6% | 4.2% | 3.6% | 2.9% | 1.5% | 0.39% |
| Aug 2026 | 20.2% | 16.5% | 13.5% | 11.1% | 11.1% | 7.4% | 7.4% | 4.6% | 4% | 2.6% | 1.4% | 0.44% |
| Sep 2026 | 20.2% | 16.5% | 13.5% | 11.1% | 11.1% | 7.4% | 7.4% | 4.6% | 4% | 2.6% | 1.4% | 0.35% |
Snap-on sells other things too, so only its searches that name this product count here, like “snap on toolbox”.
How has the Snap-on and Stanley comparison changed over the last 12 months?
3 findings
- Stanley was ahead of Snap-on in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Snap-on’s share of searches among toolbox brands worldwide moved from 11% to 11.1%, and its estimated monthly branded searches moved from 9.9K to 8.1K.
- Across the 12 months ending September 2026, Stanley’s share of searches among toolbox brands worldwide moved from 13.4% to 16.5%, and its estimated monthly branded searches held steady at 12.1K.
How did search popularity change for toolbox brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Snap-on worldwide fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Snap-on’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 toolbox brands
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