--- title: "The Fantail House vs Smiggle: Which is searched more in New Zealand?" description: "Is The Fantail House or Smiggle more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Gift and novelty 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/fantail-house-vs-smiggle" publisher: "Brandwave" --- # The Fantail House vs Smiggle: Which is searched more in New Zealand? Is The Fantail House or Smiggle more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Gift and novelty 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**: The Fantail House and Smiggle - **Competitive set**: Gift and novelty retailers - **Market**: New Zealand - **Month measured**: Sep 2026 - **The Fantail House Share of Search**: 0.94% - **Smiggle Share of Search**: 66.7% ## Is The Fantail House or Smiggle more popular in search? - 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%. - Smiggle was ahead of The Fantail House in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, The Fantail House’s share of searches among gift and novelty retailers in New Zealand moved from 0.99% to 0.94%, and its estimated monthly branded searches held steady at 260. - Across the 12 months ending September 2026, Smiggle’s share of searches among gift and novelty retailers in New Zealand moved from 68.7% to 66.7%, and its estimated monthly branded searches moved from 18K to 18.4K. ## 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. 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 | All answers that named it | | --- | --- | --- | --- | | Funky Gifts NZ | 1st | 3 of 3 | 3 of 3 | | Acquisitions | 2nd | 2 of 3 | 2 of 3 | | Iko Iko | 3rd | 2 of 3 | 2 of 3 | | The Fantail House | 4th | 2 of 3 | 2 of 3 | | Smiggle | Not ranked | 0 of 3 | 0 of 3 | | Typo | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about gift and novelty retailers - Asked ChatGPT "Which gift or novelty retailer should I shop at in New Zealand?": 1. Funky Gifts NZ, 2. Acquisitions, 3. Iko Iko, 4. The Fantail House - Asked ChatGPT "What are the best gift and novelty retailers in New Zealand?": 1. Funky Gifts NZ, 2. Acquisitions, 3. Iko Iko, 4. The Fantail House - Asked ChatGPT "What's the best gift or novelty retailer in New Zealand for fun gifts?": 1. Funky Gifts NZ Not named in any answer: Smiggle and Typo. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand gift and novelty retailers in September 2026? - 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. ## Month by month | Month | The Fantail House estimated searches | The Fantail House Share of Search | The Fantail House rank | Smiggle estimated searches | Smiggle Share of Search | Smiggle rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 260 | 0.99% | 4 | 18K | 68.7% | 1 | | Nov 2025 | 320 | 0.74% | 5 | 31.8K | 73.6% | 1 | | Dec 2025 | 480 | 1.1% | 5 | 27.1K | 63% | 1 | | Jan 2026 | 390 | 1.1% | 4 | 29.1K | 78.9% | 1 | | Feb 2026 | 320 | 1.4% | 4 | 15.7K | 67.6% | 1 | | Mar 2026 | 720 | 3.1% | 3 | 15.3K | 65.7% | 1 | | Apr 2026 | 1K | 4.3% | 3 | 14.9K | 64.5% | 1 | | May 2026 | 1K | 4.2% | 3 | 15.3K | 64.3% | 1 | | Jun 2026 | 390 | 1.7% | 4 | 15.3K | 66.1% | 1 | | Jul 2026 | 390 | 1.5% | 4 | 18.3K | 70.2% | 1 | | Aug 2026 | 320 | 1.1% | 4 | 18.9K | 66.3% | 1 | | Sep 2026 | 260 | 0.94% | 4 | 18.4K | 66.7% | 1 | ## How each brand is measured 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**: Measured on the search term “fantail house”. - **Smiggle**: Measured on the 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” and “smiggle water bottle”, summed into one figure. - [The Fantail House profile](/demand/nz/brands/fantail-house) - [Smiggle profile](/demand/nz/brands/smiggle) - [All gift and novelty retailers in New Zealand](/demand/nz/categories/nz-gift-and-novelty-retailers): The set both shares are measured inside, 6 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 The Fantail House or Smiggle more popular in search? 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%. ## Cite this page Brandwave. "The Fantail House vs Smiggle: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/fantail-house-vs-smiggle This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/fantail-house-vs-smiggle. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.