Brandwave

Faradays vs Farmers:Which is more popular?

In September 2026, Farmers had more branded searches than Faradays among department stores in New Zealand. Farmers had about 501,000 branded searches, while Faradays had 40,500. Farmers made up 25.6% of all department store searches we track, and Faradays accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about department stores, Farmers appeared in four of the five answers and Faradays in three. Farmers was mentioned before Faradays in every answer.

Among department stores in New Zealand in September 2026

Who do people search for more?

Farmers, about 12 searches for every 1 for Faradays

Farmers 501K searchesFaradays 40.5K searches

Who does AI mention more?

Farmers, mentioned in 4 of 5 answers, Faradays in 3

Farmers in 4 of 5Faradays in 3 of 5

Who does AI recommend more?

Farmers, named ahead of Faradays in every answer

Farmers first in 3Faradays never first

Follow Faradays vs Farmers and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top department stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Farmers was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Faradays 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 listed before Faradays in every answer.

Most recommended by AI

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

  1. Farmers1st
  2. Ballantynes2nd
  3. Faradays3rd
  4. Kmart NZ4th
  5. The Warehouse4th

Mentioned by AI

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

  • Farmers4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ballantynes4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Warehouse3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Faradays3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kmart NZ1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about department stores

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Faradays or Farmers more popular in search?

This chart shows how often people search Google for Faradays and Farmers by name. Each line represents a brand's share of searches for all five department stores we track, month by month, from searches in New Zealand.

Faradays and Farmers among department stores in New Zealand, by month

Share of searches by month for Farmers, Faradays. The figures are in the table below the chart.

View monthly share of searches table
MonthKmart NZFarmersThe WarehouseFaradaysBallantynes
Oct 202555.5%25.9%17.3%0.07%1.3%
Nov 202554.1%26.7%17.4%0.25%1.6%
Dec 202552.8%26%19.6%0.08%1.5%
Jan 202657.1%20.1%21.4%0.07%1.4%
Feb 202655%23.3%20.3%0.09%1.3%
Mar 202656.5%24.1%18.1%0.09%1.1%
Apr 202657.6%24.1%17.1%0.16%1%
May 202651.1%29.4%18%0.32%1.1%
Jun 202656.7%26%16%0.1%1.2%
Jul 202656.7%25.8%15.8%0.1%1.6%
Aug 202653.9%28.9%15.2%0.27%1.7%
Sep 202655.8%25.6%15.7%2.1%0.95%

How has the Faradays and Farmers comparison changed over the last 12 months?

3 findings
  • Farmers was ahead of Faradays in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Faradays’ share of searches among department stores in New Zealand moved from 0.07% to 2.1%, and its estimated monthly branded searches moved from 1.6K to 40.5K.
  • Across the 12 months ending September 2026, Farmers’ share of searches among department stores in New Zealand moved from 25.9% to 25.6%, and its estimated monthly branded searches moved from 561K to 501K.

How did search popularity change for New Zealand department stores in September 2026?

2 changes

  1. In September 2026, Faradays overtook Ballantynes to rank 4th among department stores in New Zealand, with 2.1% of the searches.

  2. In September 2026, Farmers lost share of searches among department stores in New Zealand, from 28.9% to 25.6%.

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Faradays’ 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.

Faradays

1 branded search term

  • faradays

Farmers

13 branded search terms

  • calvin klein underwear farmers
  • Farmers
  • farmers bonds underwear
  • farmers calvin klein
  • farmers calvin klein underwear
  • farmers clothing
  • farmers co nz
  • farmers fayreform bras
  • farmers finance
  • farmers near me
  • farmers nz
  • farmers toys
  • fayreform bras farmers

How the Brand Demand Index is measured

Other head-to-heads among department stores

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free