Brandwave

Kmart NZ vs Spotlight:Which is more popular?

In September 2026, Kmart NZ had more branded searches than Spotlight among homeware retailers in New Zealand. Kmart NZ had about 1.1 million branded searches, while Spotlight had 135,000. Kmart NZ made up 52.9% of all homeware retailer searches we track, and Spotlight accounted for 6.5%. When we asked ChatGPT and Google AI Overviews about homeware retailers, Kmart NZ appeared in two of the five answers and Spotlight in none.

Among homeware retailers in New Zealand in September 2026

Who do people search for more?

Kmart NZ, about 8 searches for every 1 for Spotlight

Kmart NZ 1.1M searchesSpotlight 135K searches

Who does AI mention more?

Kmart NZ, mentioned in 2 of 5 answers, Spotlight in 0

Kmart NZ in 2 of 5Spotlight in 0 of 5

Who does AI recommend more?

Kmart NZ, the only one of the two named

Kmart NZ first in 2Spotlight never named

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Top homeware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kmart NZ was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Spotlight did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Briscoes Homeware1st
  2. Father Rabbit2nd
  3. Kmart NZ3rd
  4. Città4th
  5. A&C Homestore5th
  6. The Warehouse6th
  7. The Homestore7th
  8. Farmers8th
  9. Spotlight–
  10. IKEA–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Briscoes Homeware3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Warehouse3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Città3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Father Rabbit3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • A&C Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kmart NZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farmers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Spotlight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about homeware retailers

5 answers

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 Kmart NZ or Spotlight more popular in search?

This chart shows how often people search Google for Kmart NZ and Spotlight by name. Each line represents a brand's share of searches for all ten homeware retailers we track, month by month, from searches in New Zealand.

Kmart NZ and Spotlight among homeware retailers in New Zealand, by month

Share of searches by month for Kmart NZ, Spotlight. The figures are in the table below the chart.

View monthly share of searches table
MonthKmart NZBriscoes HomewareThe WarehouseSpotlightIKEACittàFather RabbitA&C HomestoreThe HomestoreFarmers
Oct 202555%17.1%17.1%7.6%2.2%0.5%0.16%0.11%0.07%0.09%
Nov 202552.4%20%16.8%6%3.9%0.48%0.2%0.11%0.07%0.07%
Dec 202542.9%19.2%15.9%4.7%16.4%0.4%0.23%0.07%0.1%0.06%
Jan 202648%17.6%17.9%5.3%10.4%0.43%0.14%0.09%0.09%0.08%
Feb 202650%15.3%18.3%6.6%8.9%0.45%0.14%0.08%0.08%0.07%
Mar 202654%14.6%17.3%6.3%7%0.5%0.13%0.09%0.09%0.07%
Apr 202651.9%18.8%15.4%6.8%6.4%0.44%0.12%0.08%0.08%0.07%
May 202648.8%18%17.2%7.6%7.5%0.49%0.13%0.09%0.11%0.08%
Jun 202651.5%17.6%14.5%7.8%7.8%0.5%0.11%0.08%0.09%0.07%
Jul 202649.5%21.1%13.8%6.1%8.8%0.4%0.11%0.07%0.11%0.06%
Aug 202651.3%18.1%14.4%7.8%7.5%0.51%0.14%0.09%0.11%0.07%
Sep 202652.9%18.6%14.8%6.5%6.2%0.51%0.14%0.09%0.09%0.06%

How has the Kmart NZ and Spotlight comparison changed over the last 12 months?

3 findings
  • Kmart NZ was ahead of Spotlight in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Kmart NZ’s share of searches among homeware retailers in New Zealand moved from 55% to 52.9%, and its estimated monthly branded searches moved from 1.2M to 1.1M.
  • Across the 12 months ending September 2026, Spotlight’s share of searches among homeware retailers in New Zealand moved from 7.6% to 6.5%, and its estimated monthly branded searches moved from 165K to 135K.

How did search popularity change for New Zealand homeware retailers in September 2026?

2 changes

  1. In September 2026, Kmart NZ gained share of searches among homeware retailers in New Zealand, from 51.3% to 52.9%.

  2. In September 2026, Spotlight lost share of searches among homeware retailers in New Zealand, from 7.8% to 6.5%.

How are branded searches counted?

28 search terms

Brandwave collects information about searches that people make online using Kmart NZ’s and Spotlight’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.

Kmart NZ

25 branded search terms

  • air fryer kmart
  • bicycle kmart nz
  • hastings kmart
  • Kmart
  • kmart albany nz
  • kmart bayfair
  • kmart bedding
  • kmart botany
  • kmart co nz
  • kmart dresses
  • kmart fan
  • kmart homeware
  • kmart manukau
  • kmart nz
  • kmart nz chairs
  • kmart nz dunedin
  • kmart petone
  • kmart rotorua nz
  • kmart st lukes
  • kmart sylvia park
  • kmart te rapa
  • kmartnz
  • richmond kmart
  • shoes rack kmart
  • sylvia park kmart

Spotlight

3 branded search terms

  • Spotlight
  • spotlight bedding
  • spotlight home decor

How the Brand Demand Index is measured

Other head-to-heads among homeware retailers

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