Città vs Farmers:Which is more popular?
In September 2026, Città had more branded searches than Farmers among homeware retailers in New Zealand. Città had about 10,600 branded searches, while Farmers had 1,240. Città made up 0.51% of all homeware retailer searches we track, and Farmers accounted for 0.06%. When we asked ChatGPT and Google AI Overviews about homeware retailers, Città appeared in three of the five answers and Farmers in one. Città was mentioned before Farmers in every answer that named either.
Who do people search for more?
Città, about 9 searches for every 1 for Farmers
Who does AI mention more?
Città, mentioned in 3 of 5 answers, Farmers in 1
Who does AI recommend more?
Città, named ahead of Farmers in 2 of 2 answers
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Top homeware retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Città was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Farmers was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Città was listed before Farmers in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Briscoes Homeware1st
Father Rabbit2nd
Kmart NZ3rd- Città4th
A&C Homestore5th
The Warehouse6th
The Homestore7th
Farmers8th
Spotlight–
IKEA–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Briscoes Homeware3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- The Warehouse3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Città3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Father Rabbit3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- A&C Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- The Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Kmart NZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Farmers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Spotlight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about homeware retailers
5 answers
Asked ChatGPT
“Which homeware retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best homeware retailers in New Zealand?”
Asked ChatGPT
“What's the best homeware retailer in New Zealand for everyday home items?”
Searched Google, AI Overview
“homeware stores nz”
Searched Google, AI Overview
“homeware shop nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Città or Farmers more popular in search?
This chart shows how often people search Google for Città and Farmers by name. Each line represents a brand's share of searches for all ten homeware retailers we track, month by month, from searches in New Zealand.
Share of searches by month for Città, Farmers. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kmart NZ | Briscoes Homeware | The Warehouse | Spotlight | IKEA | Città | Father Rabbit | A&C Homestore | The Homestore | Farmers |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 55% | 17.1% | 17.1% | 7.6% | 2.2% | 0.5% | 0.16% | 0.11% | 0.07% | 0.09% |
| Nov 2025 | 52.4% | 20% | 16.8% | 6% | 3.9% | 0.48% | 0.2% | 0.11% | 0.07% | 0.07% |
| Dec 2025 | 42.9% | 19.2% | 15.9% | 4.7% | 16.4% | 0.4% | 0.23% | 0.07% | 0.1% | 0.06% |
| Jan 2026 | 48% | 17.6% | 17.9% | 5.3% | 10.4% | 0.43% | 0.14% | 0.09% | 0.09% | 0.08% |
| Feb 2026 | 50% | 15.3% | 18.3% | 6.6% | 8.9% | 0.45% | 0.14% | 0.08% | 0.08% | 0.07% |
| Mar 2026 | 54% | 14.6% | 17.3% | 6.3% | 7% | 0.5% | 0.13% | 0.09% | 0.09% | 0.07% |
| Apr 2026 | 51.9% | 18.8% | 15.4% | 6.8% | 6.4% | 0.44% | 0.12% | 0.08% | 0.08% | 0.07% |
| May 2026 | 48.8% | 18% | 17.2% | 7.6% | 7.5% | 0.49% | 0.13% | 0.09% | 0.11% | 0.08% |
| Jun 2026 | 51.5% | 17.6% | 14.5% | 7.8% | 7.8% | 0.5% | 0.11% | 0.08% | 0.09% | 0.07% |
| Jul 2026 | 49.5% | 21.1% | 13.8% | 6.1% | 8.8% | 0.4% | 0.11% | 0.07% | 0.11% | 0.06% |
| Aug 2026 | 51.3% | 18.1% | 14.4% | 7.8% | 7.5% | 0.51% | 0.14% | 0.09% | 0.11% | 0.07% |
| Sep 2026 | 52.9% | 18.6% | 14.8% | 6.5% | 6.2% | 0.51% | 0.14% | 0.09% | 0.09% | 0.06% |
How has the Città and Farmers comparison changed over the last 12 months?
3 findings
- Città was ahead of Farmers in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Città’s share of searches among homeware retailers in New Zealand moved from 0.5% to 0.51%, and its estimated monthly branded searches moved from 11K to 10.6K.
- Across the 12 months ending September 2026, Farmers’ share of searches among homeware retailers in New Zealand moved from 0.09% to 0.06%, and its estimated monthly branded searches moved from 2K to 1.2K.
How did search popularity change for New Zealand homeware retailers in September 2026?
1 change
Estimated monthly branded searches for Farmers in New Zealand fell 36.7% over 12 measured months, from 2K to 1.2K in September 2026.
How are branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Città’s and Farmers’ 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 homeware retailers
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