Farmers vs Spotlight:Which is more popular in New Zealand?
In September 2026, Farmers had more branded searches than Spotlight among homeware retailers in New Zealand. Farmers had about 3,050 branded searches, while Spotlight had 250. Farmers made up 0.57% of all homeware retailer searches we track, and Spotlight accounted for 0.05%. When we asked ChatGPT and Google AI Overviews about homeware retailers, Farmers appeared in one of the five answers and Spotlight in none.
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Top homeware retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two 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. Spotlight did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
See every answer about homeware retailers
5 answers
Asked ChatGPT
“Which homeware retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best homeware retailers in New Zealand?”
Asked ChatGPT
“What's the best homeware retailer in New Zealand for everyday home items?”
Searched Google, AI Overview
“homeware stores nz”
Searched Google, AI Overview
“homeware shop nz”
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 Spotlight more popular in search?
This chart shows how often people search Google for Farmers and Spotlight 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.
Share of searches by month for Farmers, Spotlight. The figures are in the table below the chart.
View monthly share of searches table
| Month | Farmers | Spotlight |
|---|---|---|
| Nov 2025 | 0.51% | 0.04% |
| Dec 2025 | 0.28% | 0.02% |
| Jan 2026 | 0.47% | 0.04% |
| Feb 2026 | 0.51% | 0.04% |
| Mar 2026 | 0.56% | 0.04% |
| Apr 2026 | 0.52% | 0.05% |
| May 2026 | 0.64% | 0.04% |
| Jun 2026 | 0.51% | 0.05% |
| Jul 2026 | 0.47% | 0.04% |
| Aug 2026 | 0.58% | 0.05% |
| Sep 2026 | 0.57% | 0.05% |
| Oct 2026 | — | — |
Farmers and Spotlight sell other things too, so only their searches that name this product count here, like “farmers bedding”.
How has branded search for Farmers and Spotlight changed in New Zealand over the last 12 months?
3 findings
- Farmers was ahead of Spotlight in every measured month of the 11 months ending September 2026.
- Across the 11 months ending September 2026, Farmers’ share of searches among homeware retailers in New Zealand moved from 0.51% to 0.57%, and its estimated monthly branded searches moved from 3.5K to 3K.
- Across the 11 months ending September 2026, Spotlight’s share of searches among homeware retailers in New Zealand moved from 0.04% to 0.05%, and its estimated monthly branded searches moved from 280 to 250.
How did search popularity change for New Zealand homeware retailers in September 2026?
2 changes
How are Farmers’ and Spotlight’s branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Farmers’ and Spotlight’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.
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