Blundstone vs Merchant 1948:Which is more popular?
In September 2026, Blundstone had more branded searches than Merchant 1948 among dress boots brands in New Zealand. Blundstone had about 5,000 branded searches, while Merchant 1948 had 3,930. Blundstone made up 8.6% of all dress boots brand searches we track, and Merchant 1948 accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about dress boots brands, Merchant 1948 appeared in four of the five answers and Blundstone in three. Merchant 1948 was mentioned before Blundstone in three out of four answers.
Who do people search for more?
Blundstone, about 27% more searches than Merchant 1948
Who does AI mention more?
Merchant 1948, mentioned in 4 of 5 answers, Blundstone in 3
Who does AI recommend more?
Merchant 1948, named ahead of Blundstone in 3 of 4 answers
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Top dress boots brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Merchant 1948 was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Blundstone was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Merchant 1948 was listed before Blundstone in three out of four 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.
R.M.Williams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Merchant 19484 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Florsheim4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Blundstone3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
UGG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Timberland0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about dress boots brands
5 answers
Asked ChatGPT
“Which dress boots brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best dress boots brands in New Zealand?”
Asked ChatGPT
“What's the best dress boots brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“boots for work”
Searched Google, AI Overview
“dress boots 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 21, 2026.
Is Blundstone or Merchant 1948 more popular in search?
This chart shows how often people search Google for Blundstone and Merchant 1948 by name. Each line represents a brand's share of searches for all six dress boots brands we track, month by month, from searches in New Zealand.
Share of searches by month for Blundstone, Merchant 1948. The figures are in the table below the chart.
View monthly share of searches table
| Month | UGG | R.M.Williams | Timberland | Blundstone | Merchant 1948 | Florsheim |
|---|---|---|---|---|---|---|
| Oct 2025 | 50.4% | 21.2% | 15% | 6.8% | 5.5% | 1% |
| Nov 2025 | 53% | 22.9% | 13.2% | 5% | 4.9% | 0.91% |
| Dec 2025 | 58% | 20.8% | 12.4% | 4.2% | 3.8% | 0.68% |
| Jan 2026 | 56.4% | 16.4% | 14.4% | 6.4% | 5.4% | 0.98% |
| Feb 2026 | 54% | 18.8% | 13.6% | 7.4% | 5.1% | 1.1% |
| Mar 2026 | 56.6% | 15.4% | 13.5% | 7.4% | 5.1% | 2% |
| Apr 2026 | 59.3% | 15.6% | 13.6% | 6.4% | 4.2% | 0.93% |
| May 2026 | 63.7% | 13.9% | 12.1% | 5.7% | 3.8% | 0.83% |
| Jun 2026 | 60.7% | 16% | 11.5% | 6.6% | 4.2% | 0.95% |
| Jul 2026 | 59.2% | 15.5% | 13.6% | 6.9% | 4.1% | 0.75% |
| Aug 2026 | 57.1% | 15.6% | 14.1% | 7.2% | 5% | 0.93% |
| Sep 2026 | 50.7% | 17% | 15.5% | 8.6% | 6.7% | 1.5% |
How has the Blundstone and Merchant 1948 comparison changed over the last 12 months?
3 findings
- Blundstone was ahead of Merchant 1948 in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Blundstone’s share of searches among dress boots brands in New Zealand moved from 6.8% to 8.6%, and its estimated monthly branded searches moved from 3.9K to 5K.
- Across the 12 months ending September 2026, Merchant 1948’s share of searches among dress boots brands in New Zealand moved from 5.5% to 6.7%, and its estimated monthly branded searches moved from 3.1K to 3.9K.
How did search popularity change for New Zealand dress boots brands in September 2026?
2 changes
In September 2026, Merchant 1948 gained share of searches among dress boots brands in New Zealand, from 5% to 6.7%.
In September 2026, Blundstone gained share of searches among dress boots brands in New Zealand, from 7.2% to 8.6%.
How are branded searches counted?
15 search terms
Brandwave collects information about searches that people make online using Blundstone’s and Merchant 1948’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.
Blundstone
9 branded search terms
- blundstone
- blundstone 1306
- blundstone 500
- blundstone 585
- blundstone 600
- blundstone 659
- blundstone clogs
- blundstone gumboot
- blundstone rotoflex
Merchant 1948
6 branded search terms
- merchant 1948
- merchant 1948 bayfair
- merchant 1948 botany
- merchant 1948 centreplace
- merchant 1948 queensgate
- merchant1948
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