--- title: "Paper Plus vs Whitcoulls: Which is searched more in New Zealand?" description: "Is Paper Plus or Whitcoulls more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Gift and stationery stores set in New Zealand. 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/compare/paper-plus-vs-whitcoulls" publisher: "Brandwave" --- # Paper Plus vs Whitcoulls: Which is searched more in New Zealand? Is Paper Plus or Whitcoulls more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Gift and stationery stores set in New Zealand. 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 - **Compared**: Paper Plus and Whitcoulls - **Competitive set**: Gift and stationery stores - **Market**: New Zealand - **Month measured**: Sep 2026 - **Paper Plus Share of Search**: 37% - **Whitcoulls Share of Search**: 49% ## Is Paper Plus or Whitcoulls more popular in search? - In September 2026, Whitcoulls had more branded searches than Paper Plus among gift and stationery stores in New Zealand. Whitcoulls had about 72,500 branded searches, while Paper Plus had 54,800. Whitcoulls made up 49% of all gift and stationery store searches we track, and Paper Plus accounted for 37%. - Whitcoulls was ahead of Paper Plus in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Paper Plus’ share of searches among gift and stationery stores in New Zealand moved from 34.4% to 37%, and its estimated monthly branded searches moved from 54.6K to 54.8K. - Across the 12 months ending September 2026, Whitcoulls’ share of searches among gift and stationery stores in New Zealand moved from 52.6% to 49%, and its estimated monthly branded searches moved from 83.5K to 72.5K. ## Top gift and stationery stores in ChatGPT and Google AI Overviews In three ChatGPT questions, Whitcoulls appeared in all three answers. Paper Plus did not appear in any of the three answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Whitcoulls | 1st | 3 of 3 | 3 of 3 | | Passion for Paper | 1st | 2 of 3 | 2 of 3 | | Typo | 3rd | 2 of 3 | 2 of 3 | | Smiggle | 4th | 1 of 3 | 1 of 3 | | Paper Plus | Not ranked | 0 of 3 | 0 of 3 | | kikki.K | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about gift and stationery stores - Asked ChatGPT "Which gift and stationery store should I shop at in New Zealand?": 1. Passion for Paper, 2. Whitcoulls, 3. Typo - Asked ChatGPT "What are the best gift and stationery stores in New Zealand?": 1. Passion for Paper, 2. Typo, 3. Whitcoulls - Asked ChatGPT "What's the best gift and stationery store in New Zealand for school supplies?": 1. Whitcoulls, 2. Smiggle Not named in any answer: Paper Plus and kikki.K. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand gift and stationery stores in September 2026? - In September 2026, Paper Plus gained share of searches among gift and stationery stores in New Zealand, from 33% to 37%. - In September 2026, Whitcoulls lost share of searches among gift and stationery stores in New Zealand, from 51.6% to 49%. ## Month by month | Month | Paper Plus estimated searches | Paper Plus Share of Search | Paper Plus rank | Whitcoulls estimated searches | Whitcoulls Share of Search | Whitcoulls rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 54.6K | 34.4% | 2 | 83.5K | 52.6% | 1 | | Nov 2025 | 66.4K | 32.6% | 2 | 102K | 50.2% | 1 | | Dec 2025 | 100K | 35.1% | 2 | 154K | 54.1% | 1 | | Jan 2026 | 82.4K | 40.5% | 2 | 87.2K | 42.9% | 1 | | Feb 2026 | 55.5K | 38% | 2 | 72.6K | 49.7% | 1 | | Mar 2026 | 54.5K | 38.3% | 2 | 70.8K | 49.7% | 1 | | Apr 2026 | 45.6K | 34.2% | 2 | 71K | 53.2% | 1 | | May 2026 | 45.5K | 33.8% | 2 | 71.9K | 53.4% | 1 | | Jun 2026 | 45.3K | 34.1% | 2 | 70.3K | 53% | 1 | | Jul 2026 | 45.4K | 33.5% | 2 | 70K | 51.6% | 1 | | Aug 2026 | 45.6K | 33% | 2 | 71.3K | 51.6% | 1 | | Sep 2026 | 54.8K | 37% | 2 | 72.5K | 49% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Paper Plus’ and Whitcoulls’ 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**: Measured on the 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” and “paperplus notebooks”, summed into one figure. - **Whitcoulls**: Measured on the search terms “Whitcoulls”, “whitcoulls botany”, “whitcoulls centreplace”, “whitcoulls cuba”, “whitcoulls cuba st”, “whitcoulls lambton”, “whitcoulls lambton quay”, “whitcoulls north west”, “whitcoulls northlands”, “whitcoulls palms”, “whitcoulls queensgate”, “whitcoulls sale”, “whitcoulls shirley”, “whitcoulls south city”, “whitcoulls st lukes”, “whitcoulls sylvia park”, “whitcoulls the base” and “whitcoulls voucher”, summed into one figure. - [Paper Plus profile](/demand/nz/brands/paper-plus) - [Whitcoulls profile](/demand/nz/brands/whitcoulls) - [All gift and stationery stores in New Zealand](/demand/nz/categories/nz-gift-and-stationery-stores): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Paper Plus or Whitcoulls more popular in search? In September 2026, Whitcoulls had more branded searches than Paper Plus among gift and stationery stores in New Zealand. Whitcoulls had about 72,500 branded searches, while Paper Plus had 54,800. Whitcoulls made up 49% of all gift and stationery store searches we track, and Paper Plus accounted for 37%. ## Cite this page Brandwave. "Paper Plus vs Whitcoulls: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-gift-and-stationery-stores/compare/paper-plus-vs-whitcoulls This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-gift-and-stationery-stores/compare/paper-plus-vs-whitcoulls. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.