--- title: "Early Settler vs Trade Tested: Which is more popular in New Zealand?" description: "Is Early Settler or Trade Tested more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the furniture retailers set in New Zealand. 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." canonical: "https://gobrandwave.com/demand/nz/compare/early-settler-vs-trade-tested" publisher: "Brandwave" --- # Early Settler vs Trade Tested: Which is more popular in New Zealand? Is Early Settler or Trade Tested more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the furniture retailers set in New Zealand. 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. ## Key facts - **Compared**: Early Settler and Trade Tested - **Competitive set**: Furniture retailers - **Market**: New Zealand - **Month measured**: Sep 2026 - **Early Settler Share of Search**: 3.6% - **Trade Tested Share of Search**: 5.8% ## Is Early Settler or Trade Tested more popular in search? - In September 2026, Trade Tested had more branded searches than Early Settler among furniture retailers in New Zealand. Trade Tested had about 27,100 branded searches, while Early Settler had 17,000. Trade Tested made up 5.8% of all furniture retailer searches we track, and Early Settler accounted for 3.6%. - Trade Tested was ahead of Early Settler in every measured month of the 11 months ending September 2026. - Across the 11 months ending September 2026, Early Settler’s share of searches among furniture retailers in New Zealand moved from 3.7% to 3.6%, and its estimated monthly branded searches moved from 25.3K to 17K. - Across the 11 months ending September 2026, Trade Tested’s share of searches among furniture retailers in New Zealand moved from 8.8% to 5.8%, and its estimated monthly branded searches moved from 60.5K to 27.1K. ## Top furniture retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, neither Early Settler nor Trade Tested showed up in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Freedom Furniture | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Danske Møbler | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | NOOD | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Mocka | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Nick Scali | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Big Save Furniture | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Design Warehouse | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Early Settler | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Harvey Norman | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 | | IKEA | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Smiths City | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Target Furniture | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Trade Tested | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about furniture retailers - Asked ChatGPT "Which furniture retailer should I shop at in New Zealand?": 1. Freedom Furniture, 2. NOOD, 3. Danske Møbler, 4. Mocka, 5. Nick Scali - Asked ChatGPT "What are the best furniture retailers in New Zealand?": 1. Danske Møbler, 2. NOOD, 3. Freedom Furniture, 4. Nick Scali, 5. Mocka, 6. Big Save Furniture - Asked ChatGPT "What's the best furniture retailer in New Zealand for new home furniture?": 1. Freedom Furniture, 2. Danske Møbler, 3. NOOD - Searched Google, AI Overview "best furniture store": 1. Danske Møbler, 2. Harvey Norman, 3. NOOD, 4. Freedom Furniture, 5. Mocka, 6. Big Save Furniture - Searched Google, AI Overview "bedroom furniture nz": named none of the brands we track Not named in any answer: Design Warehouse, Early Settler, IKEA, Smiths City, Target Furniture and Trade Tested. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand furniture retailers in September 2026? - In September 2026, Trade Tested overtook Mocka to rank 6th among furniture retailers in New Zealand, with 5.8% of the searches. - Estimated monthly branded searches for Early Settler in New Zealand fell 32.8% over 11 measured months, from 25.3K to 17K in September 2026. ## How has branded search for Early Settler and Trade Tested changed in New Zealand over the last 12 months? | Month | Early Settler estimated searches | Early Settler Share of Search | Early Settler rank | Trade Tested estimated searches | Trade Tested Share of Search | Trade Tested rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 25.3K | 3.7% | 8 | 60.5K | 8.8% | 3 | | Dec 2025 | 20.4K | 1.8% | 8 | 60.5K | 5.3% | 3 | | Jan 2026 | 21K | 2.9% | 8 | 49.5K | 6.9% | 3 | | Feb 2026 | 13.9K | 2.7% | 8 | 33.1K | 6.4% | 3 | | Mar 2026 | 16.9K | 3.1% | 8 | 33.1K | 6.1% | 4 | | Apr 2026 | 16.9K | 3% | 8 | 33.1K | 5.8% | 5 | | May 2026 | 20.4K | 3.5% | 8 | 27.1K | 4.6% | 7 | | Jun 2026 | 17K | 3.4% | 8 | 22.2K | 4.5% | 7 | | Jul 2026 | 16.9K | 3.2% | 8 | 22.2K | 4.1% | 7 | | Aug 2026 | 20.4K | 4.1% | 8 | 22.2K | 4.5% | 7 | | Sep 2026 | 17K | 3.6% | 8 | 27.1K | 5.8% | 6 | | Oct 2026 | — | — | — | — | — | — | ## How are Early Settler’s and Trade Tested’s branded searches counted? Brandwave collects information about searches that people make online using Early Settler’s and Trade Tested’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. - **Early Settler**: Measured on the search terms “early settler”, “early settler albany”, “early settler bed”, “early settler furniture”, “early settler hours”, “early settler ottomans”, “early settler outlet”, “early settler sale”, “early settler shops”, “early settler sofa”, “earlysettler” and “earlysettler furniture”, summed into one figure. - **Trade Tested**: Measured on the search term “trade tested”. - [Early Settler profile](/demand/nz/brands/early-settler) - [Trade Tested profile](/demand/nz/brands/trade-tested) - [All furniture retailers in New Zealand](/demand/nz/categories/nz-furniture-retailers): The set both shares are measured inside, 13 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Early Settler or Trade Tested more popular in search? In September 2026, Trade Tested had more branded searches than Early Settler among furniture retailers in New Zealand. Trade Tested had about 27,100 branded searches, while Early Settler had 17,000. Trade Tested made up 5.8% of all furniture retailer searches we track, and Early Settler accounted for 3.6%. ## Cite this page Brandwave. "Early Settler vs Trade Tested: Which is more popular in New Zealand?". https://gobrandwave.com/demand/nz/compare/early-settler-vs-trade-tested This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/early-settler-vs-trade-tested. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.