Burton vs First Lite:Which is searched more?
In September 2026, Burton and First Lite were level on Share of Search among base Layer brands worldwide, with an estimated 95.8K versus 90.5K branded searches, at 5.8% and 5.4% estimated Share of Search. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Burton or First Lite?
Compare the base layer brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Burton, First Lite. The figures are in the table below the chart.
View monthly share of search table
| Month | Ariat | Carhartt | Columbia | Castelli | Burton | First Lite |
|---|---|---|---|---|---|---|
| Oct 2025 | 29.8% | 36.4% | 16.2% | 6% | 5.6% | 6% |
| Nov 2025 | 26.1% | 39.2% | 19.7% | 3.5% | 6.2% | 5.3% |
| Dec 2025 | 26.6% | 39.9% | 18.5% | 2.9% | 9.1% | 2.9% |
| Jan 2026 | 26.6% | 32.5% | 18.4% | 5.3% | 14.8% | 2.4% |
| Feb 2026 | 30.6% | 25% | 16.7% | 7.5% | 17.3% | 2.8% |
| Mar 2026 | 45.2% | 20.2% | 14.8% | 9.1% | 8% | 2.7% |
| Apr 2026 | 50.5% | 15.1% | 15.1% | 12.4% | 3.9% | 3% |
| May 2026 | 52.6% | 12.9% | 14.4% | 12.9% | 3.4% | 3.9% |
| Jun 2026 | 54.8% | 13.4% | 13.9% | 11% | 3.5% | 3.3% |
| Jul 2026 | 49% | 14.7% | 15.3% | 12% | 4.6% | 4.4% |
| Aug 2026 | 45.5% | 16.6% | 14.2% | 11.1% | 5.2% | 7.4% |
| Sep 2026 | 40.4% | 27% | 14.8% | 6.6% | 5.8% | 5.4% |
How has the Burton and First Lite comparison changed over the last 12 months?
3 findings
- The lead changed hands 5 times in the 12 months ending September 2026: Burton took it in November 2025, First Lite took it in May 2026, Burton took it in June 2026, First Lite took it in August 2026, Burton took it in September 2026.
- Across the 12 months ending September 2026, Burton’s estimated Share of Search among base Layer brands worldwide moved from 5.6% to 5.8%, and its estimated monthly branded searches moved from 127K to 95.8K.
- Across the 12 months ending September 2026, First Lite’s estimated Share of Search among base Layer brands worldwide moved from 6% to 5.4%, and its estimated monthly branded searches moved from 135K to 90.5K.
How did search popularity change for base Layer brands worldwide in September 2026?
2 changes
In September 2026, Burton overtook First Lite to rank 5th among base Layer brands worldwide, with 5.8% estimated Share of Search.
In September 2026, First Lite lost estimated Share of Search among base Layer brands worldwide, from 7.4% to 5.4%.
Other head-to-heads among base Layer brands
How each brand is measured
Brandwave collects information about searches that people make online using Burton’s and First Lite’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.
Burton
7 branded search terms
- burton binding
- burton boot
- burton jacket
- burton ski
- burton snow
- burton snowboard boot
- burton snowboard boots
First Lite
1 branded search term
- first lite
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