Spoonflower vs Wallpaper Direct:Which is more popular?
In September 2026, Spoonflower had more branded searches than Wallpaper Direct among wallpaper worldwide. Spoonflower had about 110,000 branded searches, while Wallpaper Direct had 33,100. Spoonflower made up 18.5% of all wallpaper searches we track, and Wallpaper Direct accounted for 5.6%. When we asked ChatGPT and Google AI Overviews about wallpaper, Spoonflower appeared in three of the five answers and Wallpaper Direct in one. Spoonflower and Wallpaper Direct were each mentioned first in one of the two answers.
Who do people search for more?
Spoonflower, about 3 searches for every 1 for Wallpaper Direct
Who does AI mention more?
Spoonflower, mentioned in 3 of 5 answers, Wallpaper Direct in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top wallpaper in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Spoonflower was mentioned in three out of five: in one of the three ChatGPT answers and in both 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. Spoonflower and Wallpaper Direct were each listed first in one of the two 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 Spoonflower or Wallpaper Direct more popular in search?
This chart shows how often people search Google for Spoonflower 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 Spoonflower, 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 Spoonflower and Wallpaper Direct comparison changed over the last 12 months?
3 findings
- Spoonflower was ahead of Wallpaper Direct in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Spoonflower’s share of searches among wallpaper worldwide moved from 16.5% to 18.5%, and its estimated monthly branded searches held steady at 110K.
- 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, Spoonflower lost share of searches among wallpaper worldwide, from 19.3% to 18.5%.
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 Spoonflower’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.
Spoonflower
1 branded search term
- spoonflower
Wallpaper Direct
1 branded search term
- wallpaper direct
Other head-to-heads among wallpaper
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