--- title: "Smiggle: search popularity and Share of Search in New Zealand" description: "Smiggle sells gifts and novelties in New Zealand. 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." canonical: "https://gobrandwave.com/demand/nz/brands/smiggle" publisher: "Brandwave" --- # Smiggle: search popularity and Share of Search in New Zealand Smiggle sells gifts and novelties in New Zealand. 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. ## Key facts - **Brand**: Smiggle - **Market**: New Zealand - **Measured month**: Aug 2026 - **Share of Search among gift and novelty retailers**: 61.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Gift and novelty retailers | 1 | 61.2% | 26.2K | | Gift and stationery stores | 2 | 27.7% | 26.2K | - [Gift and novelty retailers](/demand/nz/categories/nz-gift-and-novelty-retailers) - [Gift and stationery stores](/demand/nz/categories/nz-gift-and-stationery-stores) ## 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. - 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 novelty retailers in August 2026? - In August 2026, Typo gained estimated Share of Search among gift and novelty retailers in New Zealand, from 12.8% to 17%. - In August 2026, Iko Iko gained estimated Share of Search among gift and novelty retailers in New Zealand, from 20.2% to 21.8%. - In August 2026, Smiggle lost estimated Share of Search among gift and novelty retailers in New Zealand, from 66.9% to 61.2%. ## How did search popularity change for New Zealand gift and stationery stores in August 2026? - In August 2026, Typo gained estimated Share of Search among gift and stationery stores in New Zealand, from 5.5% to 7.7%. - In August 2026, Paper Plus lost estimated Share of Search among gift and stationery stores in New Zealand, from 64.5% to 62.9%. - In August 2026, Smiggle lost estimated Share of Search among gift and stationery stores in New Zealand, from 28.4% to 27.7%. - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Gift and novelty retailers | 26.8K | 62% | 1 | | Nov 2025 | Gift and novelty retailers | 47.6K | 65.3% | 1 | | Dec 2025 | Gift and novelty retailers | 40.5K | 54.6% | 1 | | Jan 2026 | Gift and novelty retailers | 42.4K | 70.4% | 1 | | Feb 2026 | Gift and novelty retailers | 21.7K | 63% | 1 | | Mar 2026 | Gift and novelty retailers | 21.4K | 62.8% | 1 | | Apr 2026 | Gift and novelty retailers | 21K | 64.2% | 1 | | May 2026 | Gift and novelty retailers | 21.4K | 64.6% | 1 | | Jun 2026 | Gift and novelty retailers | 21.4K | 64.4% | 1 | | Jul 2026 | Gift and novelty retailers | 25.6K | 66.9% | 1 | | Aug 2026 | Gift and novelty retailers | 26.2K | 61.2% | 1 | | Sep 2026 | Gift and novelty retailers | — | — | — | | Oct 2025 | Gift and stationery stores | 26.8K | 25.4% | 2 | | Nov 2025 | Gift and stationery stores | 47.6K | 31.7% | 2 | | Dec 2025 | Gift and stationery stores | 40.5K | 20.4% | 2 | | Jan 2026 | Gift and stationery stores | 42.4K | 26.4% | 2 | | Feb 2026 | Gift and stationery stores | 21.7K | 21.5% | 2 | | Mar 2026 | Gift and stationery stores | 21.4K | 22% | 2 | | Apr 2026 | Gift and stationery stores | 21K | 24.5% | 2 | | May 2026 | Gift and stationery stores | 21.4K | 24.8% | 2 | | Jun 2026 | Gift and stationery stores | 21.4K | 25.6% | 2 | | Jul 2026 | Gift and stationery stores | 25.6K | 28.4% | 2 | | Aug 2026 | Gift and stationery stores | 26.2K | 27.7% | 2 | | Sep 2026 | Gift and stationery stores | — | — | — | ## 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. - “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” ## Which gift and novelty retailers compete with Smiggle? - [Iko Iko](/demand/nz/brands/iko-iko): Head-to-head: /demand/nz/compare/iko-iko-vs-smiggle - [Typo](/demand/nz/brands/typo): Head-to-head: /demand/nz/compare/smiggle-vs-typo ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Smiggle: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/smiggle This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/smiggle. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.