Brandwave

How popular isSmiggle in search?

In August 2026, there were an estimated 26.2K branded searches for Smiggle in New Zealand which held steady over the last 11 months. Smiggle holds 61.2% estimated Share of Search among New Zealand gift and novelty retailers and is ranked 1st of 3 competitors for search popularity.

Share of Search, August 2026
  1. Smiggle61.2%
  2. Iko Iko21.8%
  3. Typo17%
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Which gift and novelty retailers compete with Smiggle?

Smiggle against gift and novelty retailers in New Zealand, by month

Share of Search by month for Smiggle, Iko Iko, Typo. The figures are in the table below the chart.

View monthly share of search table
MonthSmiggleIko IkoTypo
Oct 202562%17.5%20.5%
Nov 202565.3%12.8%21.9%
Dec 202554.6%18.8%26.6%
Jan 202670.4%12.7%16.9%
Feb 202663%22.1%14.9%
Mar 202662.8%22.9%14.3%
Apr 202664.2%23.5%12.3%
May 202664.6%22.9%12.5%
Jun 202664.4%23.3%12.3%
Jul 202666.9%20.2%12.8%
Aug 202661.2%21.8%17%
Sep 2026———

  1. 1.Smiggle

    61.2%

    held 1st · 26.2K estimated branded searches · +2.4% vs prior month · -5.8 points

  2. 2.Iko Iko

    21.8%

    held 2nd · 9.4K estimated branded searches · +20.9% vs prior month · +1.6 points

  3. 3.Typo

    17%

    held 3rd · 7.3K estimated branded searches · +48.4% vs prior month · +4.2 points

Compare search popularity between Smiggle and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Smiggle in New Zealand held steady, from 26.8K to 26.2K.
  • Across the 11 months ending August 2026, Smiggle’s estimated Share of Search among gift and novelty retailers in New Zealand decreased from 62% to 61.2%.
  • Across the 11 months ending August 2026, Smiggle’s estimated Share of Search among gift and novelty retailers in New Zealand peaked at 70.4% in January 2026 and was lowest at 54.6% in December 2025.

How did search popularity change for New Zealand gift and novelty retailers in August 2026?

  1. In August 2026, Typo gained estimated Share of Search among gift and novelty retailers in New Zealand, from 12.8% to 17%.

  2. In August 2026, Iko Iko gained estimated Share of Search among gift and novelty retailers in New Zealand, from 20.2% to 21.8%.

  3. In August 2026, Smiggle lost estimated Share of Search among gift and novelty retailers in New Zealand, from 66.9% to 61.2%.

Which gift and stationery stores compete with Smiggle?

Smiggle against gift and stationery stores in New Zealand, by month

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

View monthly share of search table
MonthPaper PlusSmiggleTypokikki.K
Oct 202564%25.4%8.4%2.2%
Nov 202555.5%31.7%10.6%2.1%
Dec 202568.1%20.4%9.9%1.6%
Jan 202665.2%26.4%6.4%2%
Feb 202671.6%21.5%5.1%1.7%
Mar 202671.4%22%5%1.6%
Apr 202669.1%24.5%4.7%1.7%
May 202668.8%24.8%4.8%1.6%
Jun 202668.1%25.6%4.9%1.5%
Jul 202664.5%28.4%5.5%1.6%
Aug 202662.9%27.7%7.7%1.7%
Sep 2026————

  1. 1.Paper Plus

    62.9%

    held 1st · 59.7K estimated branded searches · +2.5% vs prior month · -1.6 points

  2. 2.Smiggle

    27.7%

    held 2nd · 26.2K estimated branded searches · +2.4% vs prior month · -0.7 points

  3. 3.Typo

    7.7%

    held 3rd · 7.3K estimated branded searches · +48.4% vs prior month · +2.2 points

  4. 4.kikki.K

    1.7%

    held 4th · 1.6K estimated branded searches · +9.5% vs prior month · +0.1 points

Compare search popularity between Smiggle and its closest rivals

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

  • Across the 11 months ending August 2026, Smiggle’s estimated Share of Search among gift and stationery stores in New Zealand increased from 25.4% to 27.7%.
  • Across the 11 months ending August 2026, Smiggle’s estimated Share of Search among gift and stationery stores in New Zealand peaked at 31.7% in November 2025 and was lowest at 20.4% in December 2025.

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

  1. In August 2026, Typo gained estimated Share of Search among gift and stationery stores in New Zealand, from 5.5% to 7.7%.

  2. In August 2026, Paper Plus lost estimated Share of Search among gift and stationery stores in New Zealand, from 64.5% to 62.9%.

  3. In August 2026, Smiggle lost estimated Share of Search among gift and stationery stores in New Zealand, from 28.4% to 27.7%.

  4. Estimated monthly branded searches for kikki.K in New Zealand fell 28.6% over 11 measured months, from 2.3K to 1.6K in August 2026.

How is Smiggle measured?

Brandwave collects information about searches that people make online using Smiggle’s 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.

22 branded search terms

  • bottle smiggle
  • smiggle
  • smiggle backpack
  • smiggle bags
  • smiggle book bag
  • smiggle co nz
  • smiggle gifts
  • smiggle henderson
  • smiggle lunch bag
  • smiggle near me
  • smiggle notebooks
  • smiggle nz
  • smiggle nz online
  • smiggle online
  • smiggle pencil box
  • smiggle pens
  • smiggle queensgate
  • smiggle sale
  • smiggle shop
  • smiggle stationery
  • smiggle store
  • smiggle water bottle

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How the Brand Demand Index is measured

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