How popular isStanley?
In September 2026, people searched for Stanley by name about 110 times in New Zealand, about the same as the previous year. These searches made up 0.6% of all New Zealand toolbox brand searches, placing Stanley sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about toolbox brands, Stanley appeared in two of the five answers and was the fifth most recommended of the six.
Stanley is the sixth most searched of 6 competitors and the fifth most recommended in AI answers.
MakitaShare of searches 49.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
DeWaltShare of searches 27.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
MilwaukeeShare of searches 16.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
StanleyShare of searches 5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th- StanleyShare of searches 0.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
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Top toolbox brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Stanley was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Stanley is the fifth most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- DeWalt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Milwaukee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Makita2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tactix2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about toolbox brands
5 answers
Asked ChatGPT
“Which toolbox brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best toolbox brands in New Zealand?”
Asked ChatGPT
“What's the best toolbox brand in New Zealand for tool storage?”
Searched Google, AI Overview
“tool chest nz”
Searched Google, AI Overview
“heavy duty toolbox”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which toolbox brands compete with Stanley?
Share of searches by month for Makita, DeWalt, Milwaukee, Stanley, Stanley. The figures are in the table below the chart.
View monthly share of searches table
| Month | Makita | DeWalt | Milwaukee | Stanley | Tactix | Stanley |
|---|---|---|---|---|---|---|
| Oct 2025 | 50.6% | 27.9% | 14.6% | 4.3% | 1.9% | 0.73% |
| Nov 2025 | 44.6% | 35.2% | 14.4% | 3.5% | 1.6% | 0.65% |
| Dec 2025 | 50.4% | 28.6% | 14.1% | 5.1% | 1.2% | 0.6% |
| Jan 2026 | 51.9% | 29.1% | 12.3% | 4.2% | 1.5% | 0.97% |
| Feb 2026 | 49.5% | 28.6% | 14.2% | 4.4% | 2.7% | 0.46% |
| Mar 2026 | 47.6% | 28.5% | 14.4% | 5% | 3.8% | 0.57% |
| Apr 2026 | 45.2% | 25.3% | 12.7% | 4.7% | 11.5% | 0.54% |
| May 2026 | 42.4% | 24.1% | 15.1% | 4.6% | 13.5% | 0.28% |
| Jun 2026 | 41.9% | 29.1% | 15.3% | 4.4% | 8.9% | 0.28% |
| Jul 2026 | 47.9% | 27.7% | 16.6% | 5.4% | 1.9% | 0.58% |
| Aug 2026 | 43.3% | 28.4% | 21.3% | 4.8% | 1.7% | 0.51% |
| Sep 2026 | 49.8% | 27.3% | 16.1% | 5% | 1.2% | 0.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 49.8% | 9.1K | +19.7% | +6.5 points | |
| 2, held 2nd | 27.3% | 5K | 0% | -1.1 points | |
| 3, held 3rd | 16.1% | 3K | -21.3% | -5.2 points | |
| 4, held 4th | 5% | 920 | +8.2% | +0.2 points | |
| 5, held 5th | 1.2% | 220 | -24.1% | -0.4 points | |
| 6, held 6th | 0.6% | 110 | +22.2% | +0.1 points |
1.
Makita49.8%
Held 1st. 9.1K estimated branded searches, +19.7% vs prior month. Share +6.5 points.
2.
DeWalt27.3%
Held 2nd. 5K estimated branded searches, 0% vs prior month. Share -1.1 points.
16.1%
Held 3rd. 3K estimated branded searches, -21.3% vs prior month. Share -5.2 points.
4.
Stanley5%
Held 4th. 920 estimated branded searches, +8.2% vs prior month. Share +0.2 points.
5.Tactix
1.2%
Held 5th. 220 estimated branded searches, -24.1% vs prior month. Share -0.4 points.
6.
Stanley0.6%
Held 6th. 110 estimated branded searches, +22.2% vs prior month. Share +0.1 points.
Compare popularity between Stanley and its closest rivals
Every comparison with Stanley
21 comparisons
- Kelso vs Stanley
- New Zealand Wheelbarrows vs Stanley
- Bahco vs Stanley
- DeWalt vs Stanley
- GearWrench vs Stanley
- Irwin vs Stanley
- Kincrome vs Stanley
- Knipex vs Stanley
- Makita vs Stanley
- Milwaukee vs Stanley
- Sidchrome vs Stanley
- Stahlwille vs Stanley
- Stanley vs Stanley
- Stanley vs Tactix
- Stanley vs Teng Tools
- Stanley vs Wera
- Stanley vs Wiha
- Anker vs Stanley
- NOCO vs Stanley
- Projecta vs Stanley
- Mighty Carts vs Stanley
How has branded search demand for Stanley changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Stanley in New Zealand held steady at 110.
- Across the 12 months ending September 2026, Stanley’s share of searches among toolbox brands in New Zealand held steady, from 0.73% to 0.6%.
How did search popularity change for New Zealand toolbox brands in September 2026?
5 changes
In September 2026, Makita gained share of searches among toolbox brands in New Zealand, from 43.3% to 49.8%.
In September 2026, Milwaukee lost share of searches among toolbox brands in New Zealand, from 21.3% to 16.1%.
In September 2026, DeWalt lost share of searches among toolbox brands in New Zealand, from 28.4% to 27.3%.
Tactix’s share of searches among toolbox brands in New Zealand has lost ground for 3 months in a row, from 8.9% to 1.2% in September 2026.
Estimated monthly branded searches for Stanley in New Zealand rose 43.8% over 12 measured months, from 640 to 920 in September 2026.
How are Stanley’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Stanley’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- stanley wheelbarrow
Do you work for Stanley? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Stanley compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Toolbox brands | 6th of 6 | 0.6% | Shown above |
| Hand tool brands | 12th of 12 | 0.94% | Show ranking |
| Jump starter brands | 4th of 5 | 3.3% | Show ranking |
| Wheelbarrow brands | 3rd of 4 | 4.6% | Show ranking |
Is Stanley 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.