Wallet brands in New Zealand:Which are most popular?
In September 2026, Status Anxiety was the most searched wallet brand in New Zealand, accounting for 53.6% of all searches among the five brands we track. When we checked with ChatGPT and Google AI Overviews, Bellroy was mentioned most often, in three of the four answers. Bellroy was recommended most often, coming first in all three responses that gave a list.
Status AnxietyShare of searches 53.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
BellroyShare of searches 40.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
SecridShare of searches 2.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
HerschelShare of searches 2.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
FossilShare of searches 0.54%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top wallet brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and one Google AI Overview, Bellroy was mentioned most often, in three of the four answers. Bellroy was recommended most often, coming first in all three answers that gave a list. Status Anxiety was second, and Secrid was third. Herschel, which ranked fourth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Bellroy1st
- Status Anxiety2nd
- Secrid3rd
- Herschel–
- Fossil–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bellroy3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Status Anxiety2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Secrid2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Herschel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Fossil0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about wallet brands
4 answers
Asked ChatGPT
“Which wallet brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best wallet brands in New Zealand?”
Asked ChatGPT
“What's the best wallet brand in New Zealand for everyday carry?”
Searched Google, AI Overview
“wallet nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“leather wallet”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which wallet brands do people search for most?
This chart shows how often people search Google for each wallet brand by name. Each line represents a brand's share of searches for all five wallet brands we track, month by month, from searches in New Zealand.
Share of searches by month for Status Anxiety, Bellroy, Secrid, Herschel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Status Anxiety | Bellroy | Secrid | Herschel | Fossil |
|---|---|---|---|---|---|
| Oct 2025 | 57.8% | 37.3% | 2.1% | 2.1% | 0.69% |
| Nov 2025 | 58% | 36.7% | 2.6% | 2.1% | 0.59% |
| Dec 2025 | 64% | 31.1% | 2.4% | 1.9% | 0.66% |
| Jan 2026 | 55.8% | 37.3% | 3.1% | 3.1% | 0.67% |
| Feb 2026 | 55.9% | 38% | 3.1% | 2.5% | 0.59% |
| Mar 2026 | 57% | 37.9% | 2.5% | 2% | 0.49% |
| Apr 2026 | 52.8% | 42% | 3.5% | 1.2% | 0.55% |
| May 2026 | 51.7% | 42.1% | 3.4% | 2.2% | 0.54% |
| Jun 2026 | 61.5% | 32.9% | 3.3% | 1.8% | 0.59% |
| Jul 2026 | 54.6% | 40.4% | 2.3% | 1.9% | 0.78% |
| Aug 2026 | 56.1% | 38.8% | 2.5% | 2% | 0.66% |
| Sep 2026 | 53.6% | 40.7% | 2.8% | 2.3% | 0.54% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.6% | 4.9K | -16.8% | -2.5 points | |
| 2, held 2nd | 40.7% | 3.8K | -8.8% | +1.9 points | |
| 3, held 3rd | 2.8% | 260 | 0% | +0.4 points | |
| 4, held 4th | 2.3% | 210 | 0% | +0.3 points | |
| 5, held 5th | 0.54% | 50 | -28.6% | -0.1 points |
53.6%
Held 1st. 4.9K estimated branded searches, -16.8% vs prior month. Share -2.5 points.
2.
Bellroy40.7%
Held 2nd. 3.8K estimated branded searches, -8.8% vs prior month. Share +1.9 points.
3.
Secrid2.8%
Held 3rd. 260 estimated branded searches, 0% vs prior month. Share +0.4 points.
4.
Herschel2.3%
Held 4th. 210 estimated branded searches, 0% vs prior month. Share +0.3 points.
5.
Fossil0.54%
Held 5th. 50 estimated branded searches, -28.6% vs prior month. Share -0.1 points.
Which brand is most popular in search among wallet brands in New Zealand?
5 brands
In September 2026, Status Anxiety was the most searched among wallet brands in New Zealand, with an estimated 4.9K branded searches, 53.6% of all searches for the five we track. Bellroy is in 2nd place, 12.9 percentage points behind at 40.7%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Status Anxiety | 57.8% → 53.6% | 64%Dec 2025 | 51.7%May 2026 | 1st |
| Bellroy | 37.3% → 40.7% | 42.1%May 2026 | 31.1%Dec 2025 | 2nd |
| Secrid | 2.1% → 2.8% | 3.5%Apr 2026 | 2.1%Oct 2025 | 4th → 3rd |
| Herschel | 2.1% → 2.3% | 3.1%Jan 2026 | 1.2%Apr 2026 | 3rd → 4th |
| Fossil | 0.69% → 0.54% | 0.78%Jul 2026 | 0.49%Mar 2026 | 5th |
Each finding as a sentence
- Across the 12 months ending September 2026, Status Anxiety’s share of searches among wallet brands in New Zealand decreased from 57.8% to 53.6%.
- Across the 12 months ending September 2026, Bellroy’s share of searches among wallet brands in New Zealand increased from 37.3% to 40.7%.
- Across the 12 months ending September 2026, Secrid’s share of searches among wallet brands in New Zealand increased from 2.1% to 2.8%.
- Across the 12 months ending September 2026, Status Anxiety’s share of searches among wallet brands in New Zealand peaked at 64% in December 2025 and was lowest at 51.7% in May 2026.
- Across the 12 months ending September 2026, Bellroy’s share of searches among wallet brands in New Zealand peaked at 42.1% in May 2026 and was lowest at 31.1% in December 2025.
- Across the 12 months ending September 2026, Secrid’s share of searches among wallet brands in New Zealand peaked at 3.5% in April 2026 and was lowest at 2.1% in October 2025.
- Across the 12 months ending September 2026, Herschel’s share of searches among wallet brands in New Zealand peaked at 3.1% in January 2026 and was lowest at 1.2% in April 2026.
- Across the 12 months ending September 2026, Secrid rose from 4th to 3rd among wallet brands in New Zealand.
- Across the 12 months ending September 2026, Herschel fell from 3rd to 4th among wallet brands in New Zealand.
- Across the 12 months ending September 2026, Fossil held steady: its share of searches among wallet brands in New Zealand moved less than 0.5 percentage points.
How did search popularity change for New Zealand wallet brands in September 2026?
5 changes
In September 2026, Bellroy gained share of searches among wallet brands in New Zealand, from 38.8% to 40.7%.
In September 2026, Status Anxiety lost share of searches among wallet brands in New Zealand, from 56.1% to 53.6%.
Herschel’s share of searches among wallet brands in New Zealand has gained ground for 3 months in a row, from 1.8% to 2.3% in September 2026.
Estimated monthly branded searches for Secrid in New Zealand rose 23.8% over 12 measured months, from 210 to 260 in September 2026.
Estimated monthly branded searches for Fossil in New Zealand fell 28.6% over 12 measured months, from 70 to 50 in September 2026.
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