Brandwave

Farmers vs Father Rabbit:Which is more popular?

In September 2026, Father Rabbit had more branded searches than Farmers among homeware retailers in New Zealand. Father Rabbit had about 2,900 branded searches, while Farmers had 1,240. Father Rabbit made up 0.14% of all homeware retailer searches we track, and Farmers accounted for 0.06%. When we asked ChatGPT and Google AI Overviews about homeware retailers, Father Rabbit appeared in three of the five answers and Farmers in one. Father Rabbit was mentioned before Farmers in two out of three answers that named either.

Among homeware retailers in New Zealand in September 2026

Who do people search for more?

Father Rabbit, about 2 searches for every 1 for Farmers

Father Rabbit 2.9K searchesFarmers 1.2K searches

Who does AI mention more?

Father Rabbit, mentioned in 3 of 5 answers, Farmers in 1

Father Rabbit in 3 of 5Farmers in 1 of 5

Who does AI recommend more?

Father Rabbit, named ahead of Farmers in 2 of 3 answers

Father Rabbit first in 2Farmers first in 1

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Top homeware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Father Rabbit was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Farmers was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Father Rabbit was listed before Farmers in two out of three answers that named either.

Most recommended by AI

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

  1. Briscoes Homeware1st
  2. Father Rabbit2nd
  3. Kmart NZ3rd
  4. Città4th
  5. A&C Homestore5th
  6. The Warehouse6th
  7. The Homestore7th
  8. Farmers8th
  9. Spotlight–
  10. IKEA–

Mentioned by AI

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

  • Briscoes Homeware3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Warehouse3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Città3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Father Rabbit3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • A&C Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kmart NZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farmers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Spotlight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about homeware retailers

5 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 19, 2026.

Is Farmers or Father Rabbit more popular in search?

This chart shows how often people search Google for Farmers and Father Rabbit by name. Each line represents a brand's share of searches for all ten homeware retailers we track, month by month, from searches in New Zealand.

Farmers and Father Rabbit among homeware retailers in New Zealand, by month

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

View monthly share of searches table
MonthKmart NZBriscoes HomewareThe WarehouseSpotlightIKEACittàFather RabbitA&C HomestoreThe HomestoreFarmers
Oct 202555%17.1%17.1%7.6%2.2%0.5%0.16%0.11%0.07%0.09%
Nov 202552.4%20%16.8%6%3.9%0.48%0.2%0.11%0.07%0.07%
Dec 202542.9%19.2%15.9%4.7%16.4%0.4%0.23%0.07%0.1%0.06%
Jan 202648%17.6%17.9%5.3%10.4%0.43%0.14%0.09%0.09%0.08%
Feb 202650%15.3%18.3%6.6%8.9%0.45%0.14%0.08%0.08%0.07%
Mar 202654%14.6%17.3%6.3%7%0.5%0.13%0.09%0.09%0.07%
Apr 202651.9%18.8%15.4%6.8%6.4%0.44%0.12%0.08%0.08%0.07%
May 202648.8%18%17.2%7.6%7.5%0.49%0.13%0.09%0.11%0.08%
Jun 202651.5%17.6%14.5%7.8%7.8%0.5%0.11%0.08%0.09%0.07%
Jul 202649.5%21.1%13.8%6.1%8.8%0.4%0.11%0.07%0.11%0.06%
Aug 202651.3%18.1%14.4%7.8%7.5%0.51%0.14%0.09%0.11%0.07%
Sep 202652.9%18.6%14.8%6.5%6.2%0.51%0.14%0.09%0.09%0.06%

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

3 findings

How did search popularity change for New Zealand homeware retailers in September 2026?

2 changes

  1. Estimated monthly branded searches for Farmers in New Zealand fell 36.7% over 12 measured months, from 2K to 1.2K in September 2026.

  2. Estimated monthly branded searches for Father Rabbit in New Zealand fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Farmers’ and Father Rabbit’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.

Farmers

3 branded search terms

  • farmers bedding
  • farmers home decor
  • farmers homeware

Father Rabbit

1 branded search term

  • father rabbit

How the Brand Demand Index is measured

Other head-to-heads among homeware retailers

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