Craftsman vs ToughBuilt:Which is more popular?
In September 2026, Craftsman had more branded searches than ToughBuilt among tool bag brands worldwide. Craftsman had about 301,000 branded searches, while ToughBuilt had 74,000. Craftsman made up 7.1% of all tool bag brand searches we track, and ToughBuilt accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about tool bag brands, ToughBuilt appeared in two of the five answers and Craftsman in none.
Who do people search for more?
Craftsman, about 4 searches for every 1 for ToughBuilt
Who does AI mention more?
ToughBuilt, mentioned in 2 of 5 answers, Craftsman in 0
Who does AI recommend more?
ToughBuilt, the only one of the two named
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Top tool bag brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ToughBuilt was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Craftsman 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.
- Veto Pro Pac4 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
Klein Tools3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- ToughBuilt2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Carhartt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Husky1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Makita0 of 5Named in 0 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- Craftsman0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kobalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about tool bag brands
5 answers
Asked ChatGPT
“Which tool bag brand should I buy?”
Asked ChatGPT
“What are the best tool bag brands?”
Asked ChatGPT
“What's the best tool bag brand for daily tools?”
Searched Google, AI Overview
“best tool bag”
Searched Google, AI Overview
“heavy duty tool bag”
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 ToughBuilt more popular in search?
This chart shows how often people search Google for Craftsman and ToughBuilt by name. Each line represents a brand's share of searches for all 11 tool bag brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Craftsman, ToughBuilt. The figures are in the table below the chart.
View monthly share of searches table
| Month | Milwaukee | Makita | DeWalt | Craftsman | Klein Tools | Kobalt | Veto Pro Pac | ToughBuilt | Carhartt | Husky | Bosch |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45% | 28.2% | 13.5% | 4.9% | 2.7% | 1.8% | 1.5% | 1.5% | 0.36% | 0.36% | 0.01% |
| Nov 2025 | 43.1% | 27.6% | 15.8% | 4.7% | 2.6% | 2.1% | 1.7% | 1.4% | 0.43% | 0.43% | 0.01% |
| Dec 2025 | 44.6% | 23.6% | 16.4% | 6% | 3.3% | 2.2% | 1.5% | 1.5% | 0.54% | 0.44% | 0.01% |
| Jan 2026 | 43.4% | 23.3% | 16% | 7.1% | 3.2% | 2.1% | 2.1% | 1.8% | 0.53% | 0.43% | 0.01% |
| Feb 2026 | 43.2% | 22.7% | 15.9% | 8.7% | 3.2% | 1.7% | 2.1% | 1.7% | 0.43% | 0.35% | 0.01% |
| Mar 2026 | 40.1% | 25.4% | 14.8% | 9.9% | 3% | 2% | 2.4% | 1.6% | 0.4% | 0.4% | 0.02% |
| Apr 2026 | 42.8% | 23% | 15.7% | 8.6% | 3.2% | 2.1% | 2.1% | 1.7% | 0.35% | 0.35% | 0.01% |
| May 2026 | 42.7% | 23.2% | 15.7% | 8.6% | 3.1% | 2.1% | 2.1% | 1.7% | 0.42% | 0.35% | 0.01% |
| Jun 2026 | 43% | 23.3% | 15.8% | 8.6% | 3.2% | 1.7% | 2.1% | 1.4% | 0.43% | 0.35% | 0.01% |
| Jul 2026 | 46.3% | 20.5% | 13.9% | 9.3% | 3.4% | 1.9% | 2.3% | 1.5% | 0.46% | 0.37% | 0.01% |
| Aug 2026 | 42.3% | 23% | 15.6% | 8.5% | 3.8% | 2.1% | 2.1% | 1.7% | 0.51% | 0.34% | 0.01% |
| Sep 2026 | 43% | 23.6% | 15.8% | 7.1% | 3.9% | 2.1% | 2.1% | 1.7% | 0.42% | 0.28% | 0.01% |
How has the Craftsman and ToughBuilt comparison changed over the last 12 months?
3 findings
- Craftsman was ahead of ToughBuilt 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 bag brands worldwide moved from 4.9% to 7.1%, and its estimated monthly branded searches moved from 246K to 301K.
- Across the 12 months ending September 2026, ToughBuilt’s share of searches among tool bag brands worldwide moved from 1.5% to 1.7%, and its estimated monthly branded searches held steady at 74K.
How did search popularity change for tool bag brands worldwide in September 2026?
1 change
In September 2026, Craftsman lost share of searches among tool bag brands worldwide, from 8.5% to 7.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Craftsman’s and ToughBuilt’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
ToughBuilt
1 branded search term
- toughbuilt
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