Brandwave

Gift and stationery stores in New Zealand:Which brands are most popular in search?

In August 2026, Paper Plus was the most searched among gift and stationery stores in New Zealand, with an estimated 59.7K branded searches and 62.9% estimated Share of Search within this set.

Share of Search, August 2026
  1. Paper Plus62.9%
  2. Smiggle27.7%
  3. Typo7.7%
  4. kikki.K1.7%

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Share of SearchLeaderboard

Compare the stationery, gift and novelty stores New Zealanders shop for school and gifts. 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 among gift and stationery stores in New Zealand, by month

Share of Search by month for Paper Plus, Smiggle, Typo. The figures are in the table below the chart.

View monthly share of search table
MonthPaper PlusSmiggleTypokikki.K
Oct 202564%25.4%8.4%2.2%
Nov 202555.5%31.7%10.6%2.1%
Dec 202568.1%20.4%9.9%1.6%
Jan 202665.2%26.4%6.4%2%
Feb 202671.6%21.5%5.1%1.7%
Mar 202671.4%22%5%1.6%
Apr 202669.1%24.5%4.7%1.7%
May 202668.8%24.8%4.8%1.6%
Jun 202668.1%25.6%4.9%1.5%
Jul 202664.5%28.4%5.5%1.6%
Aug 202662.9%27.7%7.7%1.7%
Sep 2026————

This month’s ranking, August 2026

  1. 1.Paper Plus

    62.9%

    held 1st · 59.7K estimated branded searches · +2.5% vs prior month · -1.6 points

  2. 2.Smiggle

    27.7%

    held 2nd · 26.2K estimated branded searches · +2.4% vs prior month · -0.7 points

  3. 3.Typo

    7.7%

    held 3rd · 7.3K estimated branded searches · +48.4% vs prior month · +2.2 points

  4. 4.kikki.K

    1.7%

    held 4th · 1.6K estimated branded searches · +9.5% vs prior month · +0.1 points

Compare search popularity between leading brands

Which brand is most popular in search among gift and stationery stores in New Zealand?

In August 2026, Paper Plus was the most searched among gift and stationery stores in New Zealand, with an estimated 59.7K branded searches and 62.9% estimated Share of Search within this set. Smiggle is in 2nd place, 35.3 percentage points behind at 27.7% Share of Search.

New Zealand gift and stationery stores, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Paper Plus64% → 62.9%71.6%Feb 202655.5%Nov 20251st
Smiggle25.4% → 27.7%31.7%Nov 202520.4%Dec 20252nd
Typo8.4% → 7.7%10.6%Nov 20254.7%Apr 20263rd
kikki.K2.2% → 1.7%2.2%Oct 20251.5%Jun 20264th

Each finding as a sentence

  • Across the 11 months ending August 2026, Paper Plus’ estimated Share of Search among gift and stationery stores in New Zealand decreased from 64% to 62.9%.
  • 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, Typo’s estimated Share of Search among gift and stationery stores in New Zealand decreased from 8.4% to 7.7%.
  • Across the 11 months ending August 2026, Paper Plus’ estimated Share of Search among gift and stationery stores in New Zealand peaked at 71.6% in February 2026 and was lowest at 55.5% in November 2025.
  • 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.
  • Across the 11 months ending August 2026, Typo’s estimated Share of Search among gift and stationery stores in New Zealand peaked at 10.6% in November 2025 and was lowest at 4.7% in April 2026.
  • Across the 11 months ending August 2026, kikki.K held steady: its estimated Share of Search among gift and stationery stores in New Zealand moved less than 0.5 percentage points.

How did search popularity change for New Zealand gift and stationery stores in August 2026?

  1. In August 2026, Typo gained estimated Share of Search among gift and stationery stores in New Zealand, from 5.5% to 7.7%.

  2. In August 2026, Paper Plus lost estimated Share of Search among gift and stationery stores in New Zealand, from 64.5% to 62.9%.

  3. In August 2026, Smiggle lost estimated Share of Search among gift and stationery stores in New Zealand, from 28.4% to 27.7%.

  4. 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.

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