Brandwave

Thursday Boot Company vs UGG:Which is more popular?

In September 2026, UGG had more branded searches than Thursday Boot Company among boot brands worldwide. UGG had about 6.1 million branded searches, while Thursday Boot Company had 392,000. UGG made up 48.4% of all boot brand searches we track, and Thursday Boot Company accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about boot brands, Thursday Boot Company appeared in three of the four answers and UGG in none.

Among boot brands worldwide in September 2026

Who do people search for more?

UGG, about 16 searches for every 1 for Thursday Boot Company

UGG 6.1M searchesThursday Boot Company 392K searches

Who does AI mention more?

Thursday Boot Company, mentioned in 3 of 4 answers, UGG in 0

Thursday Boot Company in 3 of 4UGG in 0 of 4

Who does AI recommend more?

Thursday Boot Company, the only one of the two named

Thursday Boot Company first in 3UGG never named

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Thursday Boot Company was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. UGG did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Blundstone1st
  2. Red Wing2nd
  3. Thursday Boot Company3rd
  4. Danner4th
  5. Ariat5th
  6. Dr. Martens6th
  7. UGG–
  8. Timberland–
  9. Sorel–
  10. Redback–
  11. +1 more

Mentioned by AI

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

  • Blundstone4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Red Wing3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Thursday Boot Company3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Ariat2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Danner2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dr. Martens1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • UGG0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Timberland0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sorel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Redback0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about boot brands

4 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 19, 2026.

Is Thursday Boot Company or UGG more popular in search?

This chart shows how often people search Google for Thursday Boot Company and UGG by name. Each line represents a brand's share of searches for all 11 boot brands we track, month by month, from English-language searches worldwide.

Thursday Boot Company and UGG among boot brands worldwide, by month

Share of searches by month for UGG, Thursday Boot Company. The figures are in the table below the chart.

View monthly share of searches table
MonthUGGTimberlandDr. MartensAriatRed WingBlundstoneThursday Boot CompanySorelDannerRedbackMerrell
Oct 202549.3%18.1%12.1%3.6%8.1%3.6%2.5%1.3%0.89%0.33%0.15%
Nov 202556.7%17.1%9.4%3.4%5.1%3.4%2.3%1.5%0.84%0.21%0.08%
Dec 202554.3%16.3%10.9%4%6%3.3%2.3%1.5%0.98%0.24%0.09%
Jan 202643.8%19.6%13.1%3.9%10.7%3.2%2.4%1.8%0.97%0.35%0.19%
Feb 202639.8%21.8%14.6%5.4%8%3.6%3.1%1.6%1.3%0.48%0.32%
Mar 202627.6%18.5%15.1%6.8%22.6%3%3.1%1.4%1.1%0.5%0.33%
Apr 202624.7%24.7%16.5%9.1%13.5%3.3%4.1%1.5%1.5%0.67%0.55%
May 202630.8%25.2%16.8%9.3%6.2%3.4%4.2%1.5%1.2%0.68%0.68%
Jun 202629.7%24.3%16.2%10.9%7.3%3.3%3.9%1.2%1.8%0.66%0.66%
Jul 202631.9%26.1%17.4%7.8%6.4%2.9%3.4%1.3%1.3%0.71%0.71%
Aug 202641.4%22.7%15.2%6.8%4.6%3%3.1%1.1%1.1%0.5%0.5%
Sep 202648.4%17.7%14.5%5.3%4.3%3.6%3.1%1.3%1.1%0.48%0.32%

How has the Thursday Boot Company and UGG comparison changed over the last 12 months?

3 findings
  • UGG was ahead of Thursday Boot Company in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Thursday Boot Company’s share of searches among boot brands worldwide moved from 2.5% to 3.1%, and its estimated monthly branded searches moved from 459K to 392K.
  • Across the 12 months ending September 2026, UGG’s share of searches among boot brands worldwide moved from 49.3% to 48.4%, and its estimated monthly branded searches moved from 9.1M to 6.1M.

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

3 changes

  1. In September 2026, Blundstone overtook Thursday Boot Company to rank 6th among boot brands worldwide, with 3.6% of the searches.

  2. In September 2026, UGG gained share of searches among boot brands worldwide, from 41.4% to 48.4%.

  3. Thursday Boot Company’s share of searches among boot brands worldwide has lost ground for 3 months in a row, from 3.9% to 3.1% in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Thursday Boot Company’s and UGG’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.

Thursday Boot Company

3 branded search terms

  • thursday boot
  • thursday boot company
  • thursday boots

UGG

1 branded search term

  • ugg

How the Brand Demand Index is measured

Other head-to-heads among boot brands

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