Brandwave

The Fantail House vs Smiggle:Which is more popular?

In September 2026, Smiggle had more branded searches than The Fantail House among gift and novelty retailers in New Zealand. Smiggle had about 18,500 branded searches, while The Fantail House had 260. Smiggle made up 66.7% of all gift and novelty retailer searches we track, and The Fantail House accounted for 0.94%. When we asked ChatGPT and Google AI Overviews about gift and novelty retailers, The Fantail House appeared in two of the three answers and Smiggle in none.

Among gift and novelty retailers in New Zealand in September 2026

Who do people search for more?

Smiggle, about 71 searches for every 1 for The Fantail House

Smiggle 18.4K searchesThe Fantail House 260 searches

Who does AI mention more?

The Fantail House, mentioned in 2 of 3 answers, Smiggle in 0

The Fantail House in 2 of 3Smiggle in 0 of 3

Who does AI recommend more?

The Fantail House, the only one of the two named

The Fantail House first in 2Smiggle never named

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Top gift and novelty retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, The Fantail House was mentioned in two out of three: in two of the three ChatGPT answers. Smiggle did not appear in any of the three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Funky Gifts NZ1st
  2. Acquisitions2nd
  3. Iko Iko3rd
  4. The Fantail House4th
  5. Smiggle–
  6. Typo–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Funky Gifts NZ3 of 3Named in 3 of 3 ChatGPT answers
  • Iko Iko2 of 3Named in 2 of 3 ChatGPT answers
  • The Fantail House2 of 3Named in 2 of 3 ChatGPT answers
  • Acquisitions2 of 3Named in 2 of 3 ChatGPT answers
  • Smiggle0 of 3Named in 0 of 3 ChatGPT answers
  • Typo0 of 3Named in 0 of 3 ChatGPT answers

See every answer about gift and novelty retailers

3 answers

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 The Fantail House or Smiggle more popular in search?

This chart shows how often people search Google for The Fantail House and Smiggle by name. Each line represents a brand's share of searches for all six gift and novelty retailers we track, month by month, from searches in New Zealand.

The Fantail House and Smiggle among gift and novelty retailers in New Zealand, by month

Share of searches by month for Smiggle, The Fantail House. The figures are in the table below the chart.

View monthly share of searches table
MonthSmiggleIko IkoFunky Gifts NZThe Fantail HouseTypoAcquisitions
Oct 202568.7%25.8%3.8%0.99%0.61%0.08%
Nov 202573.6%19.1%5.6%0.74%0.93%0.07%
Dec 202563%28.8%5.6%1.1%1.5%0.09%
Jan 202678.9%18.4%1.1%1.1%0.52%0.05%
Feb 202667.6%29.1%1.4%1.4%0.52%0.04%
Mar 202665.7%29.1%1.7%3.1%0.34%0.04%
Apr 202664.5%29.1%1.7%4.3%0.35%0.04%
May 202664.3%28.4%2.5%4.2%0.51%0.04%
Jun 202666.1%29.2%2.6%1.7%0.39%0.09%
Jul 202670.2%25.9%1.8%1.5%0.42%0.08%
Aug 202666.3%29%3.1%1.1%0.49%0.07%
Sep 202666.7%29.7%2.1%0.94%0.43%0.07%

How has the The Fantail House and Smiggle comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand gift and novelty retailers in September 2026?

1 change

  1. The Fantail House’s share of searches among gift and novelty retailers in New Zealand has lost ground for 3 months in a row, from 1.7% to 0.94% in September 2026.

How are branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using The Fantail House’s and Smiggle’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.

The Fantail House

1 branded search term

  • fantail house

Smiggle

14 branded search terms

  • bottle smiggle
  • smiggle
  • smiggle backpack
  • smiggle bags
  • smiggle book bag
  • smiggle gifts
  • smiggle henderson
  • smiggle lunch bag
  • smiggle pencil box
  • smiggle pens
  • smiggle queensgate
  • smiggle sale
  • smiggle stationery
  • smiggle water bottle

How the Brand Demand Index is measured

Other head-to-heads among gift and novelty retailers

Creator with pink hair and a pink jacket

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