Brandwave

Paper Plus vs Smiggle:Which is more popular?

In September 2026, Paper Plus had more branded searches than Smiggle among gift and stationery stores in New Zealand. Paper Plus had about 54,800 branded searches, while Smiggle had 18,400. Paper Plus made up 37% of all gift and stationery store searches we track, and Smiggle accounted for 12.4%. When we asked ChatGPT and Google AI Overviews about gift and stationery stores, Smiggle appeared in one of the three answers and Paper Plus in none.

Among gift and stationery stores in New Zealand in September 2026

Who do people search for more?

Paper Plus, about 3 searches for every 1 for Smiggle

Paper Plus 54.8K searchesSmiggle 18.4K searches

Who does AI mention more?

Smiggle, mentioned in 1 of 3 answers, Paper Plus in 0

Smiggle in 1 of 3Paper Plus in 0 of 3

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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. Paper Plus did not appear in any of the three answers.

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.

Is Paper Plus or Smiggle more popular in search?

This chart shows how often people search Google for Paper Plus and Smiggle by name. Each line represents a brand's share of searches for all six gift and stationery stores we track, month by month, from searches in New Zealand.

Paper Plus and Smiggle among gift and stationery stores in New Zealand, by month

Share of searches by month for 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%

How has the Paper Plus and Smiggle comparison changed over the last 12 months?

3 findings

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

2 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, Smiggle lost share of searches among gift and stationery stores in New Zealand, from 13.6% to 12.4%.

How are branded searches counted?

30 search terms

Brandwave collects information about searches that people make online using Paper Plus’ and Smiggle’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Paper Plus

17 branded search terms

  • barrington paper plus
  • Paper Plus
  • paper plus coastlands
  • paper plus eastridge
  • paper plus gifts
  • paper plus havelock
  • paper plus henderson
  • paper plus lego
  • paper plus meadowbank
  • paper plus northlands
  • paper plus notebooks
  • paper plus sale
  • paper plus westcity
  • paperplus cambridge
  • paperplus gifts
  • paperplus gore
  • paperplus notebooks

Smiggle

13 branded search terms

  • bottle smiggle
  • smiggle
  • smiggle backpack
  • smiggle bags
  • smiggle book bag
  • smiggle henderson
  • smiggle lunch bag
  • smiggle notebooks
  • smiggle pencil box
  • smiggle pens
  • smiggle queensgate
  • smiggle sale
  • smiggle water bottle

How the Brand Demand Index is measured

Other head-to-heads among gift and stationery stores

Creator with pink hair and a pink jacket

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