Gift and novelty retailers in New Zealand:Which brands are most popular in search?
In August 2026, Smiggle was the most searched among gift and novelty retailers in New Zealand, with an estimated 26.2K branded searches and 61.2% estimated Share of Search within this set.
Follow gift and novelty retailers and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Share of SearchLeaderboard
Compare the gift, stationery and novelty stores New Zealanders shop at. 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.
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
| Month | Smiggle | Iko Iko | Typo |
|---|---|---|---|
| Oct 2025 | 62% | 17.5% | 20.5% |
| Nov 2025 | 65.3% | 12.8% | 21.9% |
| Dec 2025 | 54.6% | 18.8% | 26.6% |
| Jan 2026 | 70.4% | 12.7% | 16.9% |
| Feb 2026 | 63% | 22.1% | 14.9% |
| Mar 2026 | 62.8% | 22.9% | 14.3% |
| Apr 2026 | 64.2% | 23.5% | 12.3% |
| May 2026 | 64.6% | 22.9% | 12.5% |
| Jun 2026 | 64.4% | 23.3% | 12.3% |
| Jul 2026 | 66.9% | 20.2% | 12.8% |
| Aug 2026 | 61.2% | 21.8% | 17% |
| Sep 2026 | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61.2% | 26.2K | +2.4% | -5.8 points | |
| 2, held 2nd | 21.8% | 9.4K | +20.9% | +1.6 points | |
| 3, held 3rd | 17% | 7.3K | +48.4% | +4.2 points |
Compare search popularity between leading brands
Which brand is most popular in search among gift and novelty retailers in New Zealand?
3 brands
In August 2026, Smiggle was the most searched among gift and novelty retailers in New Zealand, with an estimated 26.2K branded searches and 61.2% estimated Share of Search within this set. Iko Iko is in 2nd place, 39.3 percentage points behind at 21.8% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
 Smiggle | 62% → 61.2% | 70.4%Jan 2026 | 54.6%Dec 2025 | 1st |
 Iko Iko | 17.5% → 21.8% | 23.5%Apr 2026 | 12.7%Jan 2026 | 3rd → 2nd |
 Typo | 20.5% → 17% | 26.6%Dec 2025 | 12.3%Apr 2026 | 2nd → 3rd |
Each finding as a sentence
- 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, Iko Iko’s estimated Share of Search among gift and novelty retailers in New Zealand increased from 17.5% to 21.8%.
- Across the 11 months ending August 2026, Typo’s estimated Share of Search among gift and novelty retailers in New Zealand decreased from 20.5% to 17%.
- 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, Iko Iko’s estimated Share of Search among gift and novelty retailers in New Zealand peaked at 23.5% in April 2026 and was lowest at 12.7% in January 2026.
- Across the 11 months ending August 2026, Typo’s estimated Share of Search among gift and novelty retailers in New Zealand peaked at 26.6% in December 2025 and was lowest at 12.3% in April 2026.
- Across the 11 months ending August 2026, Iko Iko rose from 3rd to 2nd among gift and novelty retailers in New Zealand.
- Across the 11 months ending August 2026, Typo fell from 2nd to 3rd among gift and novelty retailers in New Zealand.
How did search popularity change for New Zealand gift and novelty retailers in August 2026?
3 changes
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%.
See your own brand in this picture
Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.