---
title: "Gift and stationery stores in New Zealand: Which brands are most popular in search?"
description: "Compare the stationery, gift and novelty stores New Zealanders shop for school and gifts. Share of Search among Paper Plus, Smiggle, Typo and kikki.K, the gift and stationery stores Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-gift-and-stationery-stores"
publisher: "Brandwave"
---

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

Compare the stationery, gift and novelty stores New Zealanders shop for school and gifts. Share of Search among Paper Plus, Smiggle, Typo and kikki.K, the gift and stationery stores Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Gift and stationery stores
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Paper Plus, 62.9%

## 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.
- 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.

## Compare search popularity between leading brands

- [Paper Plus vs Smiggle: compare search popularity](/demand/nz/compare/paper-plus-vs-smiggle): 62.9% against 27.7% Share of Search.
- [Paper Plus vs Typo: compare search popularity](/demand/nz/compare/paper-plus-vs-typo): 62.9% against 7.7% Share of Search.
- [Smiggle vs Typo: compare search popularity](/demand/nz/compare/smiggle-vs-typo): 27.7% against 7.7% Share of Search.

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

- In August 2026, Typo gained estimated Share of Search among gift and stationery stores in New Zealand, from 5.5% to 7.7%.
- In August 2026, Paper Plus lost estimated Share of Search among gift and stationery stores in New Zealand, from 64.5% to 62.9%.
- In August 2026, Smiggle lost estimated Share of Search among gift and stationery stores in New Zealand, from 28.4% to 27.7%.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Paper Plus | 62.9% | 59.7K | +2.5% | PAPER PLUS NEW ZEALAND LIMITED |
| 2 | Smiggle | 27.7% | 26.2K | +2.4% | Smiggle |
| 3 | Typo | 7.7% | 7.3K | +48.4% | Typo |
| 4 | kikki.K | 1.7% | 1.6K | +9.5% | kikki.K |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Paper Plus | 67.5K | 64% | 1 |
| Oct 2025 | Smiggle | 26.8K | 25.4% | 2 |
| Oct 2025 | Typo | 8.9K | 8.4% | 3 |
| Oct 2025 | kikki.K | 2.3K | 2.2% | 4 |
| Nov 2025 | Paper Plus | 83.3K | 55.5% | 1 |
| Nov 2025 | Smiggle | 47.6K | 31.7% | 2 |
| Nov 2025 | Typo | 16K | 10.6% | 3 |
| Nov 2025 | kikki.K | 3.2K | 2.1% | 4 |
| Dec 2025 | Paper Plus | 136K | 68.1% | 1 |
| Dec 2025 | Smiggle | 40.5K | 20.4% | 2 |
| Dec 2025 | Typo | 19.7K | 9.9% | 3 |
| Dec 2025 | kikki.K | 3.2K | 1.6% | 4 |
| Jan 2026 | Paper Plus | 105K | 65.2% | 1 |
| Jan 2026 | Smiggle | 42.4K | 26.4% | 2 |
| Jan 2026 | Typo | 10.2K | 6.4% | 3 |
| Jan 2026 | kikki.K | 3.3K | 2% | 4 |
| Feb 2026 | Paper Plus | 72.3K | 71.6% | 1 |
| Feb 2026 | Smiggle | 21.7K | 21.5% | 2 |
| Feb 2026 | Typo | 5.2K | 5.1% | 3 |
| Feb 2026 | kikki.K | 1.8K | 1.7% | 4 |
| Mar 2026 | Paper Plus | 69.4K | 71.4% | 1 |
| Mar 2026 | Smiggle | 21.4K | 22% | 2 |
| Mar 2026 | Typo | 4.9K | 5% | 3 |
| Mar 2026 | kikki.K | 1.5K | 1.6% | 4 |
| Apr 2026 | Paper Plus | 59.2K | 69.1% | 1 |
| Apr 2026 | Smiggle | 21K | 24.5% | 2 |
| Apr 2026 | Typo | 4K | 4.7% | 3 |
| Apr 2026 | kikki.K | 1.4K | 1.7% | 4 |
| May 2026 | Paper Plus | 59.3K | 68.8% | 1 |
| May 2026 | Smiggle | 21.4K | 24.8% | 2 |
| May 2026 | Typo | 4.1K | 4.8% | 3 |
| May 2026 | kikki.K | 1.4K | 1.6% | 4 |
| Jun 2026 | Paper Plus | 57K | 68.1% | 1 |
| Jun 2026 | Smiggle | 21.4K | 25.6% | 2 |
| Jun 2026 | Typo | 4.1K | 4.9% | 3 |
| Jun 2026 | kikki.K | 1.2K | 1.5% | 4 |
| Jul 2026 | Paper Plus | 58.2K | 64.5% | 1 |
| Jul 2026 | Smiggle | 25.6K | 28.4% | 2 |
| Jul 2026 | Typo | 4.9K | 5.5% | 3 |
| Jul 2026 | kikki.K | 1.5K | 1.6% | 4 |
| Aug 2026 | Paper Plus | 59.7K | 62.9% | 1 |
| Aug 2026 | Smiggle | 26.2K | 27.7% | 2 |
| Aug 2026 | Typo | 7.3K | 7.7% | 3 |
| Aug 2026 | kikki.K | 1.6K | 1.7% | 4 |
| Sep 2026 | kikki.K | — | — | — |
| Sep 2026 | Paper Plus | — | — | — |
| Sep 2026 | Smiggle | — | — | — |
| Sep 2026 | Typo | — | — | — |

## What is being compared

- **kikki.K**: Measured on the search terms “kikki k”, “kikki k au”, “kikki k com”, “kikki k diary”, “kikki k gifts”, “kikki k near me”, “kikki k notebooks”, “kikki k nz”, “kikki k online”, “kikki k pencil case”, “kikki k planner”, “kikki k stationery”, “kikkik”, “kikkik nz” and “kikkik pencil case”, summed into one figure.
- **Paper Plus**: Measured on the search terms “barrington paper plus”, “Paper Plus”, “paper plus books”, “paper plus coastlands”, “paper plus eastridge”, “paper plus gifts”, “paper plus havelock”, “paper plus henderson”, “paper plus highland park”, “paper plus lego”, “paper plus meadowbank”, “paper plus near me”, “paper plus north city”, “paper plus northlands”, “paper plus notebooks”, “paper plus nz”, “paper plus office supplies”, “paper plus online”, “paper plus online shopping”, “paper plus pencil case”, “paper plus remuera road”, “paper plus sale”, “paper plus stationery”, “paper plus store”, “paper plus sylvia park”, “paper plus tower junction”, “paper plus westcity”, “paperplus cambridge”, “paperplus co nz”, “paperplus gifts”, “paperplus gore”, “paperplus notebooks” and “paperplus nz”, summed into one figure.
- **Smiggle**: Measured on the search terms “bottle smiggle”, “smiggle”, “smiggle backpack”, “smiggle bags”, “smiggle book bag”, “smiggle co nz”, “smiggle gifts”, “smiggle henderson”, “smiggle lunch bag”, “smiggle near me”, “smiggle notebooks”, “smiggle nz”, “smiggle nz online”, “smiggle online”, “smiggle pencil box”, “smiggle pens”, “smiggle queensgate”, “smiggle sale”, “smiggle shop”, “smiggle stationery”, “smiggle store” and “smiggle water bottle”, summed into one figure.
- **Typo**: Measured on the search terms “typo gifts”, “typo notebooks”, “typo nz”, “typo pencil case”, “typo stationery” and “typo store”, summed into one figure.

- [kikki.K](/demand/nz/brands/kikki-k)
- [Paper Plus](/demand/nz/brands/paper-plus)
- [Smiggle](/demand/nz/brands/smiggle)
- [Typo](/demand/nz/brands/typo)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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.

## Cite this page

Brandwave. "Gift and stationery stores in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-gift-and-stationery-stores

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-gift-and-stationery-stores. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.