Farrow & Ball vs Wallpaper Direct:Which is more popular?
In September 2026, Farrow & Ball had more branded searches than Wallpaper Direct among wallpaper worldwide. Farrow & Ball had about 311,000 branded searches, while Wallpaper Direct had 33,100. Farrow & Ball made up 52.2% of all wallpaper searches we track, and Wallpaper Direct accounted for 5.6%. When we asked ChatGPT and Google AI Overviews about wallpaper, Wallpaper Direct appeared in one of the five answers and Farrow & Ball in none.
Who do people search for more?
Farrow & Ball, about 9 searches for every 1 for Wallpaper Direct
Who does AI mention more?
Wallpaper Direct, mentioned in 1 of 5 answers, Farrow & Ball in 0
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Top wallpaper in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Wallpaper Direct was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Farrow & Ball 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 Farrow & Ball or Wallpaper Direct more popular in search?
This chart shows how often people search Google for Farrow & Ball and Wallpaper Direct 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 Farrow & Ball, Wallpaper Direct. 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 Farrow & Ball and Wallpaper Direct comparison changed over the last 12 months?
3 findings
- Farrow & Ball was ahead of Wallpaper Direct in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Farrow & Ball’s share of searches among wallpaper worldwide moved from 57.3% to 52.2%, and its estimated monthly branded searches moved from 383K to 311K.
- Across the 12 months ending September 2026, Wallpaper Direct’s share of searches among wallpaper worldwide moved from 6.1% to 5.6%, and its estimated monthly branded searches moved from 40.5K to 33.1K.
How did search popularity change for wallpaper worldwide in September 2026?
2 changes
In September 2026, Farrow & Ball lost share of searches among wallpaper worldwide, from 54.6% to 52.2%.
Estimated monthly branded searches for Wallpaper Direct worldwide fell 18.3% over 12 measured months, from 40.5K to 33.1K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Farrow & Ball’s and Wallpaper Direct’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.
Farrow & Ball
2 branded search terms
- farrow and ball
- farrow ball
Wallpaper Direct
1 branded search term
- wallpaper direct
Other head-to-heads among wallpaper
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