Card Merchant vs Hobby Lords:Which is more popular by branded search in New Zealand?
In August 2026, Hobby Lords had more branded searches than Card Merchant among card and tabletop game stores in New Zealand. Hobby Lords was estimated to have 13K branded searches compared to Card Merchant’s 10.8K, and held a 30.6% Share of Search versus Card Merchant’s 25.4%.
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Which is more popular in search, Card Merchant or Hobby Lords?
Compare the trading card, board game and tabletop gaming stores New Zealanders shop. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Hobby Lords, Card Merchant. The figures are in the table below the chart.
View monthly share of search table
| Month | Hobby Lords | Card Merchant | Goblin Games | Shuffle and Cut | Cerberus Games | Gaming DNA | Nova Games | Calico Keep |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18.1% | 28% | 16.8% | 8.6% | 7.8% | 6.2% | 8.4% | 6.1% |
| Nov 2025 | 26.4% | 27.6% | 11.1% | 8.2% | 7.7% | 6.3% | 6.9% | 5.7% |
| Dec 2025 | 21.8% | 27.7% | 12% | 8.3% | 9.7% | 6.5% | 8.3% | 5.8% |
| Jan 2026 | 25% | 25.2% | 13.2% | 9.3% | 8.8% | 5.8% | 6.2% | 6.5% |
| Feb 2026 | 23.9% | 29% | 12.5% | 8.8% | 8.2% | 5.3% | 7.2% | 5.2% |
| Mar 2026 | 23.7% | 23.6% | 14.1% | 8.6% | 9.9% | 7.9% | 7% | 5.2% |
| Apr 2026 | 28.8% | 24.7% | 12% | 7.1% | 8.4% | 6.7% | 7.2% | 5.2% |
| May 2026 | 26.7% | 26.5% | 13.1% | 7.8% | 7.4% | 6.1% | 6.7% | 5.6% |
| Jun 2026 | 31.2% | 25.3% | 12.4% | 7.3% | 7% | 5.8% | 6.2% | 4.8% |
| Jul 2026 | 30.6% | 25% | 12.2% | 6.1% | 8.5% | 6.8% | 5.9% | 4.7% |
| Aug 2026 | 30.6% | 25.4% | 12.3% | 7.4% | 6.9% | 6.9% | 6.1% | 4.5% |
| Sep 2026 | — | — | — | — | — | — | — | — |
How has the Card Merchant and Hobby Lords comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 11 months ending August 2026: Hobby Lords took it in March 2026.
- Across the 11 months ending August 2026, Card Merchant’s estimated Share of Search among card and tabletop game stores in New Zealand moved from 28% to 25.4%, and its estimated monthly branded searches moved from 8.7K to 10.8K.
- Across the 11 months ending August 2026, Hobby Lords’ estimated Share of Search among card and tabletop game stores in New Zealand moved from 18.1% to 30.6%, and its estimated monthly branded searches moved from 5.6K to 13K.
How did search popularity change for New Zealand card and tabletop game stores in August 2026?
2 changes
Estimated monthly branded searches for Hobby Lords in New Zealand rose 130.6% over 11 measured months, from 5.6K to 13K in August 2026.
Estimated monthly branded searches for Card Merchant in New Zealand rose 23.7% over 11 measured months, from 8.7K to 10.8K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Card Merchant’s and Hobby Lords’ 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.
Card Merchant
6 branded search terms
- card merchant
- card merchant near me
- card merchant new zealand
- card merchant nz
- cardmerchant
- cardmerchant nz
Hobby Lords
7 branded search terms
- hobby lords
- hobby lords near me
- hobby lords new zealand
- hobby lords nz
- hobby lords pokemon cards
- hobbylords
- hobbylords nz
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.