Brandwave

How popular isSmiggle?

In September 2026, people searched for Smiggle by name about 18,500 times in New Zealand, about the same as the previous year. These searches made up 66.7% of all New Zealand gift and novelty retailer searches, placing Smiggle first out of six retailers. When we asked both ChatGPT and Google AI Overviews about gift and novelty retailers, Smiggle did not appear in any of the answers.

Search and AI answers in September 2026

Smiggle is the most searched of 6 competitors and not listed in any AI answer.

  1. SmiggleShare of searches 66.7%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  2. Iko IkoShare of searches 29.7%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd
  3. Funky Gifts NZShare of searches 2.1%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  4. The Fantail HouseShare of searches 0.94%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
  5. TypoShare of searches 0.43%Mentioned in 0 of 3 AI answersPlace in AI recommendations –

+1 more

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Top gift and novelty retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Smiggle 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. Funky Gifts NZ1st
  2. Acquisitions2nd
  3. Iko Iko3rd
  4. The Fantail House4th
  5. Smiggle–
  6. Typo–

Mentioned by AI

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

  • Funky Gifts NZ3 of 3Named in 3 of 3 ChatGPT answers
  • Iko Iko2 of 3Named in 2 of 3 ChatGPT answers
  • The Fantail House2 of 3Named in 2 of 3 ChatGPT answers
  • Acquisitions2 of 3Named in 2 of 3 ChatGPT answers
  • Smiggle0 of 3Named in 0 of 3 ChatGPT answers
  • Typo0 of 3Named in 0 of 3 ChatGPT answers

See every answer about gift and novelty retailers

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which gift and novelty retailers compete with Smiggle?

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

Share of searches by month for Smiggle, Iko Iko, Funky Gifts NZ. The figures are in the table below the chart.

View monthly share of searches table
MonthSmiggleIko IkoFunky Gifts NZThe Fantail HouseTypoAcquisitions
Oct 202568.7%25.8%3.8%0.99%0.61%0.08%
Nov 202573.6%19.1%5.6%0.74%0.93%0.07%
Dec 202563%28.8%5.6%1.1%1.5%0.09%
Jan 202678.9%18.4%1.1%1.1%0.52%0.05%
Feb 202667.6%29.1%1.4%1.4%0.52%0.04%
Mar 202665.7%29.1%1.7%3.1%0.34%0.04%
Apr 202664.5%29.1%1.7%4.3%0.35%0.04%
May 202664.3%28.4%2.5%4.2%0.51%0.04%
Jun 202666.1%29.2%2.6%1.7%0.39%0.09%
Jul 202670.2%25.9%1.8%1.5%0.42%0.08%
Aug 202666.3%29%3.1%1.1%0.49%0.07%
Sep 202666.7%29.7%2.1%0.94%0.43%0.07%

  1. 1.Smiggle

    66.7%

    Held 1st. 18.4K estimated branded searches, -2.1% vs prior month. Share +0.4 points.

  2. 2.Iko Iko

    29.7%

    Held 2nd. 8.2K estimated branded searches, -0.24% vs prior month. Share +0.8 points.

  3. 3.Funky Gifts NZ

    2.1%

    Held 3rd. 590 estimated branded searches, -33% vs prior month. Share -1 points.

  4. 4.The Fantail House

    0.94%

    Held 4th. 260 estimated branded searches, -18.8% vs prior month. Share -0.2 points.

  5. 5.Typo

    0.43%

    Held 5th. 120 estimated branded searches, -14.3% vs prior month. Share -0.1 points.

  6. 6.Acquisitions

    0.07%

    Held 6th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Smiggle and its closest rivals

Every comparison with Smiggle

8 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Smiggle in New Zealand held steady, from 18.1K to 18.5K.
  • Across the 12 months ending September 2026, Smiggle’s share of searches among gift and novelty retailers in New Zealand decreased from 68.7% to 66.7%.
  • Across the 12 months ending September 2026, Smiggle’s share of searches among gift and novelty retailers in New Zealand peaked at 78.9% in January 2026 and was lowest at 63% in December 2025.

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

4 changes

  1. In September 2026, Iko Iko gained share of searches among gift and novelty retailers in New Zealand, from 29% to 29.7%.

  2. In September 2026, Funky Gifts NZ lost share of searches among gift and novelty retailers in New Zealand, from 3.1% to 2.1%.

  3. The Fantail House’s share of searches among gift and novelty retailers in New Zealand has lost ground for 3 months in a row, from 1.7% to 0.94% in September 2026.

  4. Estimated monthly branded searches for Typo in New Zealand fell 25% over 12 measured months, from 160 to 120 in September 2026.

How are Smiggle’s branded searches counted?

15 search terms

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 gifts
  • smiggle henderson
  • smiggle lunch bag
  • smiggle notebooks
  • smiggle pencil box
  • smiggle pens
  • smiggle queensgate
  • smiggle sale
  • smiggle stationery
  • smiggle water bottle

Do you work for Smiggle? 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 Smiggle compete?

Smiggle is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Gift and stationery stores3rd of 612.4%Show ranking
Gift and novelty retailers1st of 666.7%Shown above
Creator with pink hair and a pink jacket

Is Smiggle your brand?

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