Cole & Son vs I Love Wallpaper:Which is more popular?
In September 2026, I Love Wallpaper had more branded searches than Cole & Son among wallpaper worldwide. I Love Wallpaper had about 40,500 branded searches, while Cole & Son had 8,080. I Love Wallpaper made up 6.8% of all wallpaper searches we track, and Cole & Son accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about wallpaper, Cole & Son appeared in one of the five answers and I Love Wallpaper in none.
Who do people search for more?
I Love Wallpaper, about 5 searches for every 1 for Cole & Son
Who does AI mention more?
Cole & Son, mentioned in 1 of 5 answers, I Love Wallpaper in 0
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Top wallpaper in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Cole & Son was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. I Love Wallpaper 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.
Spoonflower3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Wallpaper Direct1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 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
- I Love Wallpaper0 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?”
Asked ChatGPT
“What are the best wallpaper brands?”
Asked ChatGPT
“What's the best wallpaper for bedrooms?”
Searched Google, AI Overview
“wallpaper”
Searched Google, AI Overview
“peel and stick wallpaper”
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 Cole & Son or I Love Wallpaper more popular in search?
This chart shows how often people search Google for Cole & Son and I Love Wallpaper by name. Each line represents a brand's share of searches for all nine wallpaper we track, month by month, from English-language searches worldwide.
Share of searches by month for I Love Wallpaper, Cole & Son. The figures are in the table below the chart.
View monthly share of searches table
| Month | Farrow & Ball | Spoonflower | Sanderson | I Love Wallpaper | Wallpaper Direct | Graham & Brown | Cole & Son | Arthouse | Superfresco |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 57.3% | 16.5% | 7.4% | 7.4% | 6.1% | 2.9% | 1.4% | 0.43% | 0.54% |
| Nov 2025 | 54.1% | 19% | 7% | 7% | 5.7% | 4.6% | 1.7% | 0.41% | 0.5% |
| Dec 2025 | 49.6% | 21.3% | 11.6% | 6.4% | 5.2% | 3.2% | 1.6% | 0.38% | 0.68% |
| Jan 2026 | 52.7% | 18.7% | 8.4% | 8.4% | 6.9% | 2.8% | 1.3% | 0.4% | 0.4% |
| Feb 2026 | 51.8% | 18.2% | 8.2% | 10% | 6.7% | 2.6% | 1.6% | 0.48% | 0.48% |
| Mar 2026 | 50.6% | 21.8% | 8% | 8% | 6.5% | 2.5% | 1.5% | 0.39% | 0.58% |
| Apr 2026 | 52.4% | 22.6% | 8.3% | 6.8% | 5.5% | 2.3% | 1.4% | 0.4% | 0.48% |
| May 2026 | 50.3% | 21.6% | 9.7% | 6.5% | 6.5% | 2.7% | 1.6% | 0.47% | 0.57% |
| Jun 2026 | 52% | 22.3% | 8.2% | 6.7% | 5.5% | 2.7% | 1.6% | 0.39% | 0.49% |
| Jul 2026 | 50.6% | 21.8% | 9.8% | 6.6% | 6.6% | 2.2% | 1.6% | 0.38% | 0.57% |
| Aug 2026 | 54.6% | 19.3% | 8.7% | 7.1% | 5.8% | 2.4% | 1.2% | 0.42% | 0.51% |
| Sep 2026 | 52.2% | 18.5% | 12.4% | 6.8% | 5.6% | 2.3% | 1.4% | 0.49% | 0.49% |
How has the Cole & Son and I Love Wallpaper comparison changed over the last 12 months?
3 findings
- I Love Wallpaper was ahead of Cole & Son in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cole & Son’s share of searches among wallpaper worldwide held steady at 1.4%, and its estimated monthly branded searches moved from 9.6K to 8.1K.
- Across the 12 months ending September 2026, I Love Wallpaper’s share of searches among wallpaper worldwide moved from 7.4% to 6.8%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
How did search popularity change for wallpaper worldwide in September 2026?
2 changes
Estimated monthly branded searches for I Love Wallpaper worldwide fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026.
Estimated monthly branded searches for Cole & Son worldwide fell 15.7% over 12 measured months, from 9.6K to 8.1K in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Cole & Son’s and I Love Wallpaper’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.
Cole & Son
3 branded search terms
- cole and son
- cole son
- coleson
I Love Wallpaper
1 branded search term
- i love wallpaper
Other head-to-heads among wallpaper
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