The Happy Planner vs Hobonichi:Which is searched more?
In September 2026, Hobonichi had more branded searches than The Happy Planner among planner brands worldwide. Hobonichi had about 368,000 branded searches, while The Happy Planner had 110,000. Hobonichi made up 60.7% of all planner brand searches we track, and The Happy Planner accounted for 18.1%. These are worldwide searches for English-language branded terms.
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Is The Happy Planner or Hobonichi more popular in search?
Compare the brands people buy paper planners from. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for Hobonichi, The Happy Planner. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hobonichi | The Happy Planner | Erin Condren | Panda Planner | Passion Planner | Blue Sky | Full Focus | Day Designer | Clever Fox | Leuchtturm1917 |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 42.6% | 23.4% | 12.8% | 8.5% | 5.7% | 2.1% | 2.1% | 1.4% | 1.1% | 0.26% |
| Nov 2025 | 39.6% | 21.7% | 14.6% | 11.9% | 5.3% | 2% | 2% | 1.3% | 1.3% | 0.32% |
| Dec 2025 | 45.6% | 20.5% | 13.7% | 5% | 6.1% | 2.7% | 2.7% | 1.2% | 1.8% | 0.44% |
| Jan 2026 | 46% | 20.5% | 11.3% | 7.6% | 6.2% | 2.3% | 2.8% | 1.2% | 1.5% | 0.67% |
| Feb 2026 | 31.3% | 21% | 11.5% | 25.6% | 4.2% | 1.5% | 2.3% | 1% | 1.2% | 0.35% |
| Mar 2026 | 23.6% | 23.6% | 12.9% | 28.9% | 3.9% | 1.4% | 2.6% | 1.4% | 1.4% | 0.23% |
| Apr 2026 | 22% | 22% | 22% | 22% | 5.4% | 2% | 2% | 1.6% | 1.1% | 0.26% |
| May 2026 | 17.8% | 26.6% | 17.8% | 26.6% | 4.4% | 1.9% | 2.4% | 1.3% | 1.1% | 0.21% |
| Jun 2026 | 18.7% | 28% | 18.7% | 22.9% | 4.6% | 1.7% | 2.5% | 1.1% | 1.4% | 0.49% |
| Jul 2026 | 23.7% | 28.8% | 19.4% | 15.8% | 4.7% | 2.1% | 2.6% | 1.2% | 1.4% | 0.26% |
| Aug 2026 | 56.3% | 16.8% | 11.3% | 7.6% | 3.4% | 1.5% | 1.2% | 0.83% | 0.83% | 0.24% |
| Sep 2026 | 60.7% | 18.1% | 8.2% | 5.5% | 3.7% | 1.1% | 1.1% | 0.89% | 0.59% | 0.21% |
How has the The Happy Planner and Hobonichi comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: The Happy Planner took it in May 2026, Hobonichi took it in August 2026.
- Across the 12 months ending September 2026, The Happy Planner’s share of searches among planner brands worldwide moved from 23.4% to 18.1%, and its estimated monthly branded searches moved from 90.5K to 110K.
- Across the 12 months ending September 2026, Hobonichi’s share of searches among planner brands worldwide moved from 42.6% to 60.7%, and its estimated monthly branded searches moved from 165K to 368K.
How did search popularity change for planner brands worldwide in September 2026?
2 changes
In September 2026, Hobonichi gained share of searches among planner brands worldwide, from 56.3% to 60.7%.
In September 2026, The Happy Planner gained share of searches among planner brands worldwide, from 16.8% to 18.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using The Happy Planner’s and Hobonichi’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.
The Happy Planner
1 branded search term
- happy planner
Hobonichi
1 branded search term
- hobonichi
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