Farmers vs Kmart NZ:Which is more popular in New Zealand?
In September 2026, Kmart NZ had more branded searches than Farmers among department stores in New Zealand. Kmart NZ had about 1.1 million branded searches, while Farmers had 501,000. Kmart NZ made up 55.9% of all department store searches we track, and Farmers accounted for 25.6%. When we asked ChatGPT and Google AI Overviews about department stores, Farmers appeared in four of the five answers and Kmart NZ in one. Farmers was mentioned before Kmart NZ in every answer.
Who do people search for more?
Kmart NZ, about 2 searches for every 1 for Farmers
Who does AI mention more?
Farmers, mentioned in 4 of 5 answers, Kmart NZ in 1
Who does AI recommend more?
Farmers, named ahead of Kmart NZ in every answer
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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. Kmart NZ was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Farmers was listed before Kmart NZ in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
See every answer about department stores
5 answers
Asked ChatGPT
“Which department store should I shop at in New Zealand?”
Asked ChatGPT
“What are the best department stores in New Zealand?”
Asked ChatGPT
“What's the best department store in New Zealand for homeware and clothing?”
Searched Google, AI Overview
“department stores nz”
Searched Google, AI Overview
“homeware stores nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Farmers or Kmart NZ more popular in search?
This chart shows how often people search Google for Farmers and Kmart NZ 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.
Share of searches by month for Kmart NZ, Farmers. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kmart NZ | Farmers |
|---|---|---|
| Nov 2025 | 54.3% | 26.8% |
| Dec 2025 | 53.1% | 26.1% |
| Jan 2026 | 57.3% | 20.2% |
| Feb 2026 | 55.2% | 23.4% |
| Mar 2026 | 56.7% | 24.2% |
| Apr 2026 | 57.7% | 24.2% |
| May 2026 | 51.3% | 29.5% |
| Jun 2026 | 56.9% | 26.1% |
| Jul 2026 | 56.8% | 25.9% |
| Aug 2026 | 54% | 29% |
| Sep 2026 | 55.9% | 25.6% |
| Oct 2026 | — | — |
How has branded search for Farmers and Kmart NZ changed in New Zealand over the last 12 months?
3 findings
- Kmart NZ was ahead of Farmers in every measured month of the 11 months ending September 2026.
- Across the 11 months ending September 2026, Farmers’ share of searches among department stores in New Zealand moved from 26.8% to 25.6%, and its estimated monthly branded searches moved from 708K to 501K.
- Across the 11 months ending September 2026, Kmart NZ’s share of searches among department stores in New Zealand moved from 54.3% to 55.9%, and its estimated monthly branded searches moved from 1.4M to 1.1M.
How did search popularity change for New Zealand department stores in September 2026?
2 changes
In September 2026, Kmart NZ gained share of searches among department stores in New Zealand, from 54% to 55.9%.
In September 2026, Farmers lost share of searches among department stores in New Zealand, from 29% to 25.6%.
How are Farmers’ and Kmart NZ’s branded searches counted?
37 search terms
Brandwave collects information about searches that people make online using Farmers’ and Kmart NZ’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
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
Kmart NZ
24 branded search terms
- air fryer kmart
- bicycle kmart nz
- hastings kmart
- Kmart
- kmart albany nz
- kmart bayfair
- kmart botany
- kmart co nz
- kmart dresses
- kmart fan
- kmart manukau
- kmart nz
- kmart nz chairs
- kmart nz dunedin
- kmart nz toys
- kmart petone
- kmart rotorua nz
- kmart st lukes
- kmart sylvia park
- kmart te rapa
- kmartnz
- richmond kmart
- shoes rack kmart
- sylvia park kmart
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