Brandwave

Baby Bunting NZ vs The Sleep Store:Which is more popular in New Zealand?

In September 2026, Baby Bunting NZ had more branded searches than The Sleep Store among baby and nursery retailers in New Zealand. Baby Bunting NZ had about 18,100 branded searches, while The Sleep Store had 17,500. Baby Bunting NZ made up 17.8% of all baby and nursery retailer searches we track, and The Sleep Store accounted for 17.2%. When we asked ChatGPT and Google AI Overviews about baby and nursery retailers, Baby Bunting NZ appeared in one of the four answers and The Sleep Store in none.

Among baby and nursery retailers in New Zealand in September 2026

Who do people search for more?

Baby Bunting NZ and The Sleep Store are searched for about as often as each other.

Baby Bunting NZ 18.1K searchesThe Sleep Store 17.5K searches

Who does AI mention more?

Baby Bunting NZ, mentioned in 1 of 4 answers, The Sleep Store in 0

Baby Bunting NZ in 1 of 4The Sleep Store in 0 of 4

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Top baby and nursery retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Baby Bunting NZ was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. The Sleep Store did not appear in any of the four answers.

Most recommended by AI

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

  1. Baby Bunting NZ1st
  2. The Sleep Store–

Mentioned by AI

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

  • Baby Bunting NZ1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • The Sleep Store0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about baby and nursery retailers

4 answers

  • Asked ChatGPT

    “Which baby and nursery retailer should I shop at in New Zealand?”

    1. Asked ChatGPT

      “What are the best baby and nursery retailers in New Zealand?”

      1. 1Baby Bunting NZ

    2. Asked ChatGPT

      “What's the best baby and nursery retailer in New Zealand for newborn essentials?”

      1. Searched Google, AI Overview

        “best baby store”

        Google showed no AI Overview for this search.

      2. Searched Google, AI Overview

        “newborn essentials nz”

        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 Baby Bunting NZ or The Sleep Store more popular in search?

        This chart shows how often people search Google for Baby Bunting NZ and The Sleep Store by name. Each line represents a brand's share of searches for all seven baby and nursery retailers we track, month by month, from searches in New Zealand.

        Baby Bunting NZ and The Sleep Store among baby and nursery retailers in New Zealand, by month

        Share of searches by month for Baby Bunting NZ, The Sleep Store. The figures are in the table below the chart.

        View monthly share of searches table
        MonthBaby Bunting NZThe Sleep Store
        Nov 202515.8%18.7%
        Dec 202520%14.9%
        Jan 202617.1%15.6%
        Feb 202618.1%20.2%
        Mar 202616.6%17.1%
        Apr 202616.6%17.1%
        May 202615.9%16.4%
        Jun 202619%15%
        Jul 202616.8%16.2%
        Aug 202617.6%18.2%
        Sep 202617.8%17.2%
        Oct 2026——

        How has branded search for Baby Bunting NZ and The Sleep Store changed in New Zealand over the last 12 months?

        3 findings
        • The lead changed hands 5 times in the 11 months ending September 2026: Baby Bunting NZ took it in December 2025, The Sleep Store took it in February 2026, Baby Bunting NZ took it in June 2026, The Sleep Store took it in August 2026, Baby Bunting NZ took it in September 2026.
        • Across the 11 months ending September 2026, Baby Bunting NZ’s share of searches among baby and nursery retailers in New Zealand moved from 15.8% to 17.8%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
        • Across the 11 months ending September 2026, The Sleep Store’s share of searches among baby and nursery retailers in New Zealand moved from 18.7% to 17.2%, and its estimated monthly branded searches moved from 26.2K to 17.5K.

        How did search popularity change for New Zealand baby and nursery retailers in September 2026?

        2 changes

        1. In September 2026, The Sleep Store lost share of searches among baby and nursery retailers in New Zealand, from 18.2% to 17.2%.

        2. In September 2026, Baby Bunting NZ rose from 4th to 3rd among baby and nursery retailers in New Zealand.

        How are Baby Bunting NZ’s and The Sleep Store’s branded searches counted?

        3 search terms

        Brandwave collects information about searches that people make online using Baby Bunting NZ’s and The Sleep Store’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.

        Baby Bunting NZ

        1 branded search term

        • Baby Bunting

        The Sleep Store

        2 branded search terms

        • sleep store
        • the sleep store

        How the Brand Demand Index is measured

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