Backdoor vs Jay Jays:Which is more popular?
In September 2026, Jay Jays had more branded searches than Backdoor among streetwear and surf retailers in New Zealand. Jay Jays had about 27,700 branded searches, while Backdoor had 4,600. Jay Jays made up 15% of all streetwear and surf retailer searches we track, and Backdoor accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about streetwear and surf retailers, Backdoor appeared in all three answers and Jay Jays in none.
Who do people search for more?
Jay Jays, about 6 searches for every 1 for Backdoor
Who does AI mention more?
Backdoor, mentioned in every answer we collected
Who does AI recommend more?
Backdoor, the only one of the two named
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Top streetwear and surf retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Backdoor appeared in all three answers. Jay Jays 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
North Beach3 of 3Named in 3 of 3 ChatGPT answers- Backdoor3 of 3Named in 3 of 3 ChatGPT answers
I Love Ugly2 of 3Named in 2 of 3 ChatGPT answers
Huffer2 of 3Named in 2 of 3 ChatGPT answers
FallenFront2 of 3Named in 2 of 3 ChatGPT answers
Culture Kings0 of 3Named in 0 of 3 ChatGPT answers- Jay Jays0 of 3Named in 0 of 3 ChatGPT answers
General Pants Co0 of 3Named in 0 of 3 ChatGPT answers
Hype DC0 of 3Named in 0 of 3 ChatGPT answers- Area 510 of 3Named in 0 of 3 ChatGPT answers
See every answer about streetwear and surf retailers
3 answers
Asked ChatGPT
“Which streetwear or surf retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best streetwear and surf retailers in New Zealand?”
Asked ChatGPT
“What's the best streetwear or surf retailer in New Zealand for streetwear clothes?”
Searched Google, AI Overview
“surf shops nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“surf and skate 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 Backdoor or Jay Jays more popular in search?
This chart shows how often people search Google for Backdoor and Jay Jays by name. Each line represents a brand's share of searches for all ten streetwear and surf retailers we track, month by month, from searches in New Zealand.
Share of searches by month for Jay Jays, Backdoor. The figures are in the table below the chart.
View monthly share of searches table
| Month | North Beach | Culture Kings | Jay Jays | I Love Ugly | Huffer | General Pants Co | Hype DC | Area 51 | Backdoor | FallenFront |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.6% | 21% | 14.1% | 11.5% | 9.2% | 7.2% | 3.5% | 3.4% | 2.9% | 1.5% |
| Nov 2025 | 23% | 23.1% | 11.5% | 18.8% | 7.9% | 6.5% | 3.2% | 2.1% | 2.8% | 1.1% |
| Dec 2025 | 29.4% | 19.8% | 14.9% | 10.8% | 8.3% | 5.8% | 3.3% | 2.1% | 4.2% | 1.4% |
| Jan 2026 | 27% | 22.2% | 13.5% | 9.9% | 8.4% | 7.9% | 3.1% | 3% | 3.3% | 1.6% |
| Feb 2026 | 26.2% | 21.5% | 13.1% | 11.7% | 8.3% | 7.7% | 3% | 3.5% | 3.2% | 1.9% |
| Mar 2026 | 21.5% | 21.6% | 14.6% | 14.4% | 10% | 6.3% | 3.6% | 3.5% | 2.6% | 1.9% |
| Apr 2026 | 24.9% | 20.5% | 13.9% | 11.2% | 11.9% | 6.2% | 3.4% | 3.3% | 2.9% | 1.8% |
| May 2026 | 20.1% | 20.2% | 13.7% | 13.4% | 14% | 7.2% | 3.4% | 3.3% | 3% | 1.8% |
| Jun 2026 | 20.9% | 21.2% | 11.7% | 14% | 15% | 6.1% | 3.5% | 3.4% | 2.5% | 1.9% |
| Jul 2026 | 27% | 18.1% | 12.3% | 12.1% | 14% | 5.5% | 3% | 3.6% | 2.5% | 2% |
| Aug 2026 | 20.9% | 17.1% | 11.7% | 20.9% | 12.5% | 6.3% | 3.5% | 2.8% | 2.5% | 1.8% |
| Sep 2026 | 26.9% | 18.1% | 15% | 12.1% | 9.9% | 7% | 3.7% | 2.9% | 2.5% | 2% |
How has the Backdoor and Jay Jays comparison changed over the last 12 months?
3 findings
- Jay Jays was ahead of Backdoor in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Backdoor’s share of searches among streetwear and surf retailers in New Zealand moved from 2.9% to 2.5%, and its estimated monthly branded searches moved from 5.7K to 4.6K.
- Across the 12 months ending September 2026, Jay Jays’ share of searches among streetwear and surf retailers in New Zealand moved from 14.1% to 15%, and its estimated monthly branded searches moved from 27.5K to 27.7K.
How did search popularity change for New Zealand streetwear and surf retailers in September 2026?
2 changes
In September 2026, Jay Jays overtook I Love Ugly and Huffer to rank 3rd among streetwear and surf retailers in New Zealand, with 15% of the searches.
Estimated monthly branded searches for Backdoor in New Zealand fell 19.3% over 12 measured months, from 5.7K to 4.6K in September 2026.
How are branded searches counted?
12 search terms
Brandwave collects information about searches that people make online using Backdoor’s and Jay Jays’ 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.
Other head-to-heads among streetwear and surf retailers
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