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 12.4% of all New Zealand gift and stationery store searches, placing Smiggle third out of six stores. When we asked both ChatGPT and Google AI Overviews about gift and stationery stores, Smiggle appeared in one of the three answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Smiggle is the third most searched of 6 competitors and the fourth most recommended in AI answers.

  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, Smiggle was mentioned in one out of three: in one of the three ChatGPT answers. Smiggle is the fourth most recommended of the six.

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 Smiggle?

Smiggle 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 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 stationery stores in New Zealand increased from 11.3% to 12.4%.
  • Across the 12 months ending September 2026, Smiggle’s share of searches among gift and stationery stores in New Zealand peaked at 15.6% in November 2025 and was lowest at 9.5% in December 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 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%Shown above
Gift and novelty retailers1st of 666.7%Show ranking
Creator with pink hair and a pink jacket

Is Smiggle 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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