DeWalt vs Stanley:Which is more popular?
In September 2026, DeWalt had more branded searches than Stanley among toolbox brands in New Zealand. DeWalt had about 4,990 branded searches, while Stanley had 110. DeWalt made up 27.3% of all toolbox brand searches we track, and Stanley accounted for 0.6%. When we asked ChatGPT and Google AI Overviews about toolbox brands, DeWalt appeared in four of the five answers and Stanley in two. DeWalt was mentioned before Stanley in every answer.
Who do people search for more?
DeWalt, about 45 searches for every 1 for Stanley
Who does AI mention more?
DeWalt, mentioned in 4 of 5 answers, Stanley in 2
Who does AI recommend more?
DeWalt, named ahead of Stanley in every answer
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Top toolbox brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, DeWalt was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Stanley was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. DeWalt was listed before Stanley in every answer.
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.
- DeWalt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Milwaukee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Makita2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Tactix2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about toolbox brands
5 answers
Asked ChatGPT
“Which toolbox brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best toolbox brands in New Zealand?”
Asked ChatGPT
“What's the best toolbox brand in New Zealand for tool storage?”
Searched Google, AI Overview
“tool chest nz”
Searched Google, AI Overview
“heavy duty toolbox”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is DeWalt or Stanley more popular in search?
This chart shows how often people search Google for DeWalt and Stanley by name. Each line represents a brand's share of searches for all six toolbox brands we track, month by month, from searches in New Zealand.
Share of searches by month for DeWalt, Stanley. The figures are in the table below the chart.
View monthly share of searches table
| Month | Makita | DeWalt | Milwaukee | Stanley | Tactix | Stanley |
|---|---|---|---|---|---|---|
| Oct 2025 | 50.6% | 27.9% | 14.6% | 4.3% | 1.9% | 0.73% |
| Nov 2025 | 44.6% | 35.2% | 14.4% | 3.5% | 1.6% | 0.65% |
| Dec 2025 | 50.4% | 28.6% | 14.1% | 5.1% | 1.2% | 0.6% |
| Jan 2026 | 51.9% | 29.1% | 12.3% | 4.2% | 1.5% | 0.97% |
| Feb 2026 | 49.5% | 28.6% | 14.2% | 4.4% | 2.7% | 0.46% |
| Mar 2026 | 47.6% | 28.5% | 14.4% | 5% | 3.8% | 0.57% |
| Apr 2026 | 45.2% | 25.3% | 12.7% | 4.7% | 11.5% | 0.54% |
| May 2026 | 42.4% | 24.1% | 15.1% | 4.6% | 13.5% | 0.28% |
| Jun 2026 | 41.9% | 29.1% | 15.3% | 4.4% | 8.9% | 0.28% |
| Jul 2026 | 47.9% | 27.7% | 16.6% | 5.4% | 1.9% | 0.58% |
| Aug 2026 | 43.3% | 28.4% | 21.3% | 4.8% | 1.7% | 0.51% |
| Sep 2026 | 49.8% | 27.3% | 16.1% | 5% | 1.2% | 0.6% |
How has the DeWalt and Stanley comparison changed over the last 12 months?
3 findings
- DeWalt was ahead of Stanley in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, DeWalt’s share of searches among toolbox brands in New Zealand moved from 27.9% to 27.3%, and its estimated monthly branded searches moved from 4.2K to 5K.
- Across the 12 months ending September 2026, Stanley’s share of searches among toolbox brands in New Zealand moved from 0.73% to 0.6%, and its estimated monthly branded searches held steady at 110.
How did search popularity change for New Zealand toolbox brands in September 2026?
1 change
In September 2026, DeWalt lost share of searches among toolbox brands in New Zealand, from 28.4% to 27.3%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using DeWalt’s and Stanley’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.
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