Brandwave

Graham & Brown vs Spoonflower:Which is more popular?

In September 2026, Spoonflower had more branded searches than Graham & Brown among wallpaper worldwide. Spoonflower had about 110,000 branded searches, while Graham & Brown had 13,500. Spoonflower made up 21.1% of all wallpaper searches we track, and Graham & Brown accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about wallpaper, Spoonflower appeared in three of the five answers and Graham & Brown in one.

Among wallpaper worldwide in September 2026

Who do people search for more?

Spoonflower, about 8 searches for every 1 for Graham & Brown

Spoonflower 110K searchesGraham & Brown 13.5K searches

Who does AI mention more?

Spoonflower, mentioned in 3 of 5 answers, Graham & Brown in 1

Spoonflower in 3 of 5Graham & Brown in 1 of 5

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Top wallpaper in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Spoonflower was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Graham & Brown was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews.

Mentioned by AI

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

  • Spoonflower3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Graham & Brown1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cole & Son1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farrow & Ball0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sanderson0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Arthouse0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Superfresco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about wallpaper

5 answers

  • Asked ChatGPT

    “Which wallpaper should I buy?”

    1. Asked ChatGPT

      “What are the best wallpaper brands?”

      1. 1Cole & Son
      2. 2Graham & Brown
      3. 3Spoonflower

    2. Asked ChatGPT

      “What's the best wallpaper for bedrooms?”

      1. Searched Google, AI Overview

        “wallpaper”

        1. 1Spoonflower

      2. Searched Google, AI Overview

        “peel and stick wallpaper”

        1. 1Spoonflower

      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 Graham & Brown or Spoonflower more popular in search?

      This chart shows how often people search Google for Graham & Brown and Spoonflower by name. Each line represents a brand's share of searches for all seven wallpaper we track, month by month, from English-language searches worldwide.

      Graham & Brown and Spoonflower among wallpaper worldwide, by month

      Share of searches by month for Spoonflower, Graham & Brown. The figures are in the table below the chart.

      View monthly share of searches table
      MonthFarrow & BallSpoonflowerSandersonGraham & BrownCole & SonArthouseSuperfresco
      Oct 202566.3%19%8.6%3.3%1.7%0.5%0.62%
      Nov 202562%21.8%8%5.3%1.9%0.47%0.57%
      Dec 202556.1%24.1%13.2%3.6%1.8%0.43%0.77%
      Jan 202662.2%22.1%9.9%3.3%1.6%0.47%0.47%
      Feb 202662.2%21.8%9.8%3.1%1.9%0.58%0.58%
      Mar 202659.2%25.5%9.4%3%1.8%0.45%0.68%
      Apr 202659.7%25.7%9.4%2.6%1.5%0.46%0.55%
      May 202657.9%24.9%11.2%3.1%1.8%0.54%0.66%
      Jun 202659.2%25.5%9.4%3.1%1.8%0.44%0.56%
      Jul 202658.3%25.1%11.3%2.5%1.8%0.43%0.66%
      Aug 202662.7%22.2%10%2.7%1.3%0.48%0.58%
      Sep 202659.5%21.1%14.2%2.6%1.5%0.56%0.56%

      How has the Graham & Brown and Spoonflower comparison changed over the last 12 months?

      3 findings
      • Spoonflower was ahead of Graham & Brown in every measured month of the 12 months ending September 2026.
      • Across the 12 months ending September 2026, Graham & Brown’s share of searches among wallpaper worldwide moved from 3.3% to 2.6%, and its estimated monthly branded searches moved from 19.2K to 13.5K.
      • Across the 12 months ending September 2026, Spoonflower’s share of searches among wallpaper worldwide moved from 19% to 21.1%, and its estimated monthly branded searches held steady at 110K.

      How did search popularity change for wallpaper worldwide in September 2026?

      2 changes

      1. In September 2026, Spoonflower lost share of searches among wallpaper worldwide, from 22.2% to 21.1%.

      2. Estimated monthly branded searches for Graham & Brown worldwide fell 29.7% over 12 measured months, from 19.2K to 13.5K in September 2026.

      How are branded searches counted?

      3 search terms

      Brandwave collects information about searches that people make online using Graham & Brown’s and Spoonflower’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.

      Graham & Brown

      2 branded search terms

      • graham and brown
      • graham brown

      Spoonflower

      1 branded search term

      • spoonflower

      How the Brand Demand Index is measured

      Other head-to-heads among wallpaper

      Creator with pink hair and a pink jacket

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