Sanderson vs Wallpaper Direct:Which is more popular?

Name: Sanderson vs Wallpaper Direct: Which is searched more?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Sanderson had more branded searches than Wallpaper Direct among wallpaper worldwide. Sanderson had about 74,000 branded searches, while Wallpaper Direct had 33,100. Sanderson made up 12.4% 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 Sanderson in none.

Among wallpaper worldwide in September 2026

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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. Sanderson 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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Spoonflower	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Wallpaper Direct	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Graham & Brown	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Cole & Son	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Farrow & Ball	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Sanderson	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
I Love Wallpaper	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Arthouse	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Superfresco	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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”
1. 1Wallpaper Direct
2. 2Spoonflower
Searched Google, AI Overview
“peel and stick wallpaper”
1. 1Spoonflower

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 Sanderson or Wallpaper Direct more popular in search?

This chart shows how often people search Google for Sanderson 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.

Sanderson and Wallpaper Direct among wallpaper worldwide, by month

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 Sanderson and Wallpaper Direct comparison changed over the last 12 months?

3 findings

Sanderson was ahead of Wallpaper Direct in every measured month of the 12 months ending September 2026.
Across the 12 months ending September 2026, Sanderson’s share of searches among wallpaper worldwide moved from 7.4% to 12.4%, and its estimated monthly branded searches moved from 49.5K to 74K.
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, Sanderson gained share of searches among wallpaper worldwide, from 8.7% to 12.4%.
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?

2 search terms

Brandwave collects information about searches that people make online using Sanderson’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.