Brandwave

How popular isFarmers?

In September 2026, people searched for Farmers by name about 507,000 times in New Zealand, a 29.2% decrease from 11 months earlier. These searches made up 25.6% of all New Zealand department store searches, placing Farmers second out of five stores. When we asked both ChatGPT and Google AI Overviews about department stores, Farmers appeared in four of the five answers and was the most recommended of the five.

Search and AI answers in September 2026

Farmers is the second most searched of 5 competitors and the most recommended in the AI answers we collected.

  1. Kmart NZShare of searches 55.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  2. FarmersShare of searches 25.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. The WarehouseShare of searches 15.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. FaradaysShare of searches 2.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. BallantynesShare of searches 0.96%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top department stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Farmers was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Farmers is the most recommended of the five.

Most recommended by AI

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

  1. Farmers1st
  2. Ballantynes2nd
  3. Faradays3rd
  4. Kmart NZ4th
  5. The Warehouse4th

Mentioned by AI

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

  • Farmers4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ballantynes4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Warehouse3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Faradays3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kmart NZ1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about department stores

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

How often do people search for Farmers compared with other New Zealand department stores?

Farmers against department stores in New Zealand, by month

Share of searches by month for Kmart NZ, Farmers, The Warehouse, Faradays. The figures are in the table below the chart.

View monthly share of searches table
MonthKmart NZFarmersThe WarehouseFaradaysBallantynes
Nov 202554.3%26.8%17%0.25%1.6%
Dec 202553.1%26.1%19.3%0.08%1.5%
Jan 202657.3%20.2%21.1%0.07%1.4%
Feb 202655.2%23.4%20%0.09%1.3%
Mar 202656.7%24.2%17.9%0.09%1.1%
Apr 202657.7%24.2%16.9%0.17%1.1%
May 202651.3%29.5%17.8%0.32%1.1%
Jun 202656.9%26.1%15.8%0.1%1.2%
Jul 202656.8%25.9%15.6%0.1%1.6%
Aug 202654%29%15%0.27%1.7%
Sep 202655.9%25.6%15.4%2.1%0.96%
Oct 2026—————

  1. 1.Kmart NZ

    55.9%

    Held 1st. 1.1M estimated branded searches, +0.54% vs prior month. Share +1.9 points.

  2. 2.Farmers

    25.6%

    Held 2nd. 501K estimated branded searches, -14% vs prior month. Share -3.3 points.

  3. 3.The Warehouse

    15.4%

    Held 3rd. 301K estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.Faradays

    2.1%

    Moved from 5th to 4th. 40.5K estimated branded searches, +650% vs prior month. Share +1.8 points.

  5. 5.Ballantynes

    0.96%

    Moved from 4th to 5th. 18.7K estimated branded searches, -45.8% vs prior month. Share -0.8 points.

Compare popularity between Farmers and its closest rivals

Every comparison with Farmers

22 comparisons

How has branded search demand for Farmers changed in New Zealand over the last 12 months?

3 findings
  • Across the 11 months ending September 2026, estimated monthly branded searches for Farmers in New Zealand fell from 716K to 507K.
  • Across the 11 months ending September 2026, Farmers’ share of searches among department stores in New Zealand decreased from 26.8% to 25.6%.
  • Across the 11 months ending September 2026, Farmers’ share of searches among department stores in New Zealand peaked at 29.5% in May 2026 and was lowest at 20.2% in January 2026.

How did search popularity change for New Zealand department stores in September 2026?

5 changes

  1. In September 2026, Faradays overtook Ballantynes to rank 4th among department stores in New Zealand, with 2.1% of the searches.

  2. In September 2026, Kmart NZ gained share of searches among department stores in New Zealand, from 54% to 55.9%.

  3. In September 2026, Farmers lost share of searches among department stores in New Zealand, from 29% to 25.6%.

  4. In September 2026, Ballantynes lost share of searches among department stores in New Zealand, from 1.7% to 0.96%.

  5. Estimated monthly branded searches for The Warehouse in New Zealand fell 33.1% over 11 measured months, from 450K to 301K in September 2026.

How are Farmers’ branded searches counted?

21 search terms

Brandwave collects information about searches that people make online using Farmers’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • calvin klein underwear farmers
  • Farmers
  • farmers beauty
  • farmers bedding
  • farmers bonds underwear
  • farmers calvin klein
  • farmers calvin klein underwear
  • farmers clothing
  • farmers co nz
  • farmers fayreform bras
  • farmers finance
  • farmers furniture
  • farmers home decor
  • farmers homeware
  • farmers kitchenware
  • farmers lego
  • farmers near me
  • farmers nz
  • farmers toy store
  • farmers toys
  • fayreform bras farmers

How the Brand Demand Index is measured

Who owns Farmers?

Farmers is owned by The Farmers' Trading Company Limited. Brandwave does not track any other brands owned by The Farmers' Trading Company Limited.

Do you work for Farmers? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Farmers compete?

Farmers is ranked by how often people search for it in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Department stores2nd of 525.6%Shown above
homeware retailers5th of 100.57%Show ranking
Bath, body and cosmetics stores7th of 70.51%Show ranking
Toy retailers5th of 85.3%Show ranking
Creator with pink hair and a pink jacket

Is Farmers your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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