Brandwave

Irwin vs Stanley:Which is more popular?

In September 2026, Stanley had more branded searches than Irwin among hand tool brands worldwide. Stanley had about 22,200 branded searches, while Irwin had 4,400. Stanley made up 3.7% of all hand tool brand searches we track, and Irwin accounted for 0.73%. When we asked ChatGPT and Google AI Overviews about hand tool brands, Stanley appeared in three of the five answers and Irwin in none.

Among hand tool brands worldwide in September 2026

Who do people search for more?

Stanley, about 5 searches for every 1 for Irwin

Stanley 22.2K searchesIrwin 4.4K searches

Who does AI mention more?

Stanley, mentioned in 3 of 5 answers, Irwin in 0

Stanley in 3 of 5Irwin in 0 of 5

Who does AI recommend more?

Stanley, the only one of the two named

Stanley first in 3Irwin never named

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Top hand tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Stanley was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Irwin 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.

  1. Knipex1st
  2. Craftsman2nd
  3. GearWrench3rd
  4. Milwaukee4th
  5. Channellock5th
  6. Klein Tools6th
  7. Tekton7th
  8. Stanley8th
  9. Bahco–
  10. +2 more
  11. Irwin–
  12. +1 more

Mentioned by AI

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

  • Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Knipex4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GearWrench4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Craftsman4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Klein Tools3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tekton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stanley3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Channellock3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bahco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Irwin0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about hand tool brands

5 answers

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 Irwin or Stanley more popular in search?

This chart shows how often people search Google for Irwin and Stanley by name. Each line represents a brand's share of searches for all 13 hand tool brands we track, month by month, from English-language searches worldwide.

Irwin and Stanley among hand tool brands worldwide, by month

Share of searches by month for Stanley, Irwin. The figures are in the table below the chart.

View monthly share of searches table
MonthKnipexKlein ToolsTektonGearWrenchBahcoStanleyKincromeChannellockCrescentMilwaukeeIrwinSidchromeCraftsman
Oct 202534.8%23.4%10.5%8.6%8.6%4.7%2.6%1.7%1.4%1.7%1.1%0.62%0.28%
Nov 202533.7%22.7%10.2%10.2%8.3%4.6%3%1.7%1.4%2.5%0.91%0.6%0.32%
Dec 202532.2%26.4%9.7%9.7%7.9%4.3%2.4%1.9%1.3%2.4%0.86%0.58%0.38%
Jan 202634.9%23.5%10.5%10.5%7%3.9%2.6%1.7%1.8%1.7%0.94%0.63%0.28%
Feb 202635.5%23.9%10.7%8.7%7.2%3.9%2.6%2.1%1.5%2.1%0.95%0.64%0.18%
Mar 202633.7%22.7%10.2%8.3%10.2%4.5%2.5%2%1.8%2%0.91%0.6%0.6%
Apr 202635.7%24%10.7%8.8%7.2%3.9%2.6%1.8%1.5%1.8%0.96%0.64%0.43%
May 202631%25.4%11.4%9.3%7.6%5.1%2.8%2.3%1.6%1.5%1%0.83%0.3%
Jun 202632.1%26.2%11.8%9.6%6.4%4.3%2.9%1.9%1.6%1.3%0.86%0.7%0.31%
Jul 202628.4%23.2%23.2%7%5.7%3.8%2.5%1.7%1.4%1.1%0.76%0.62%0.41%
Aug 202632.6%26.8%14.7%8%5.4%3.6%2.9%1.6%1.3%1.3%0.71%0.58%0.39%
Sep 202633.2%27.3%12.2%8.2%6.7%3.7%3%1.6%1.4%1.3%0.73%0.48%0.21%

How has the Irwin and Stanley comparison changed over the last 12 months?

3 findings
  • Stanley was ahead of Irwin in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Irwin’s share of searches among hand tool brands worldwide moved from 1.1% to 0.73%, and its estimated monthly branded searches moved from 6.6K to 4.4K.
  • Across the 12 months ending September 2026, Stanley’s share of searches among hand tool brands worldwide moved from 4.7% to 3.7%, and its estimated monthly branded searches moved from 27.1K to 22.2K.

How did search popularity change for hand tool brands worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Irwin worldwide fell 33.3% over 12 measured months, from 6.6K to 4.4K in September 2026.

  2. Estimated monthly branded searches for Stanley worldwide fell 18.1% over 12 measured months, from 27.1K to 22.2K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Irwin’s and Stanley’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.

Irwin

1 branded search term

  • irwin tools

Stanley

1 branded search term

  • stanley hand tools

How the Brand Demand Index is measured

Other head-to-heads among hand tool brands

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