Brandwave

How popular isPaper Plus?

In September 2026, people searched for Paper Plus by name about 55,700 times in New Zealand, about the same as the previous year. These searches made up 37% of all New Zealand gift and stationery store searches, placing Paper Plus second out of six stores. When we asked both ChatGPT and Google AI Overviews about gift and stationery stores, Paper Plus did not appear in any of the answers.

Search and AI answers in September 2026

Paper Plus is the second most searched of 6 competitors and not listed in any AI answer.

  1. WhitcoullsShare of searches 49%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  2. Paper PlusShare of searches 37%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  3. SmiggleShare of searches 12.4%Mentioned in 1 of 3 AI answersPlace in AI recommendations 4th
  4. kikki.KShare of searches 0.72%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  5. Passion for PaperShare of searches 0.59%Mentioned in 2 of 3 AI answersPlace in AI recommendations 1st

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Top gift and stationery stores in ChatGPT and Google AI Overviews

In three ChatGPT questions, Paper Plus did not appear in any of the three answers.

Most recommended by AI

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

  1. Whitcoulls1st
  2. Passion for Paper1st
  3. Typo3rd
  4. Smiggle4th
  5. Paper Plus–
  6. kikki.K–

Mentioned by AI

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

  • Whitcoulls3 of 3Named in 3 of 3 ChatGPT answers
  • Passion for Paper2 of 3Named in 2 of 3 ChatGPT answers
  • Typo2 of 3Named in 2 of 3 ChatGPT answers
  • Smiggle1 of 3Named in 1 of 3 ChatGPT answers
  • Paper Plus0 of 3Named in 0 of 3 ChatGPT answers
  • kikki.K0 of 3Named in 0 of 3 ChatGPT answers

See every answer about gift and stationery stores

3 answers

  • Asked ChatGPT

    “Which gift and stationery store should I shop at in New Zealand?”

    1. 1Passion for Paper
    2. 2Whitcoulls
    3. 3Typo

  • Asked ChatGPT

    “What are the best gift and stationery stores in New Zealand?”

    1. 1Passion for Paper
    2. 2Typo
    3. 3Whitcoulls

  • Asked ChatGPT

    “What's the best gift and stationery store in New Zealand for school supplies?”

    1. 1Whitcoulls
    2. 2Smiggle

  • Searched Google, AI Overview

    “stationery stores nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “gift and stationery shops”

    Google showed no AI Overview for this search.

Not named in any answer:

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

Which gift and stationery stores compete with Paper Plus?

Paper Plus against gift and stationery stores in New Zealand, by month

Share of searches by month for Whitcoulls, Paper Plus, Smiggle. The figures are in the table below the chart.

View monthly share of searches table
MonthWhitcoullsPaper PlusSmigglekikki.KPassion for PaperTypo
Oct 202552.6%34.4%11.3%0.87%0.45%0.29%
Nov 202550.2%32.6%15.6%0.99%0.43%0.27%
Dec 202554.1%35.1%9.5%0.7%0.35%0.24%
Jan 202642.9%40.5%14.3%0.98%0.43%0.89%
Feb 202649.7%38%10.7%0.72%0.49%0.38%
Mar 202649.7%38.3%10.7%0.66%0.51%0.25%
Apr 202653.2%34.2%11.2%0.7%0.54%0.21%
May 202653.4%33.8%11.3%0.7%0.53%0.27%
Jun 202653%34.1%11.5%0.59%0.54%0.26%
Jul 202651.6%33.5%13.4%0.69%0.53%0.25%
Aug 202651.6%33%13.6%0.82%0.64%0.35%
Sep 202649%37%12.4%0.72%0.59%0.26%

  1. 1.Whitcoulls

    49%

    Held 1st. 72.5K estimated branded searches, +1.6% vs prior month. Share -2.6 points.

  2. 2.Paper Plus

    37%

    Held 2nd. 54.8K estimated branded searches, +20.1% vs prior month. Share +4 points.

  3. 3.Smiggle

    12.4%

    Held 3rd. 18.4K estimated branded searches, -2% vs prior month. Share -1.1 points.

  4. 4.kikki.K

    0.72%

    Held 4th. 1.1K estimated branded searches, -7% vs prior month. Share -0.1 points.

  5. 5.Passion for Paper

    0.59%

    Held 5th. 880 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Typo

    0.26%

    Held 6th. 380 estimated branded searches, -22.4% vs prior month. Share -0.1 points.

Compare popularity between Paper Plus and its closest rivals

Every comparison with Paper Plus

11 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Paper Plus in New Zealand held steady at 55.7K.
  • Across the 12 months ending September 2026, Paper Plus’ share of searches among gift and stationery stores in New Zealand increased from 34.4% to 37%.
  • Across the 12 months ending September 2026, Paper Plus’ share of searches among gift and stationery stores in New Zealand peaked at 40.5% in January 2026 and was lowest at 32.6% in November 2025.

How did search popularity change for New Zealand gift and stationery stores in September 2026?

6 changes

  1. In September 2026, Paper Plus gained share of searches among gift and stationery stores in New Zealand, from 33% to 37%.

  2. In September 2026, Whitcoulls lost share of searches among gift and stationery stores in New Zealand, from 51.6% to 49%.

  3. In September 2026, Smiggle lost share of searches among gift and stationery stores in New Zealand, from 13.6% to 12.4%.

  4. Estimated monthly branded searches for Passion for Paper in New Zealand rose 22.2% over 12 measured months, from 720 to 880 in September 2026.

  5. Estimated monthly branded searches for kikki.K in New Zealand fell 23.2% over 12 measured months, from 1.4K to 1.1K in September 2026.

  6. Estimated monthly branded searches for Typo in New Zealand fell 17.4% over 12 measured months, from 460 to 380 in September 2026.

How are Paper Plus’ branded searches counted?

19 search terms

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

  • barrington paper plus
  • Paper Plus
  • paper plus books
  • paper plus coastlands
  • paper plus eastridge
  • paper plus gifts
  • paper plus havelock
  • paper plus henderson
  • paper plus lego
  • paper plus meadowbank
  • paper plus northlands
  • paper plus notebooks
  • paper plus sale
  • paper plus stationery
  • paper plus westcity
  • paperplus cambridge
  • paperplus gifts
  • paperplus gore
  • paperplus notebooks

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

How the Brand Demand Index is measured

Where does Paper Plus compete?

Paper Plus is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
office and stationery retailers3rd of 417.7%Show ranking
Bookshops3rd of 619.6%Show ranking
Gift and stationery stores2nd of 637%Shown above
Creator with pink hair and a pink jacket

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