Brandwave

Farmers vs The Warehouse:Which is more popular in New Zealand?

In September 2026, Farmers had more branded searches than The Warehouse among department stores in New Zealand. Farmers had about 501,000 branded searches, while The Warehouse had 301,000. Farmers made up 25.6% of all department store searches we track, and The Warehouse accounted for 15.4%. When we asked ChatGPT and Google AI Overviews about department stores, Farmers appeared in four of the five answers and The Warehouse in three. Farmers was mentioned before The Warehouse in every answer.

Among department stores in New Zealand in September 2026

Who do people search for more?

Farmers, about 66% more searches than The Warehouse

Farmers 501K searchesThe Warehouse 301K searches

Who does AI mention more?

Farmers, mentioned in 4 of 5 answers, The Warehouse in 3

Farmers in 4 of 5The Warehouse in 3 of 5

Who does AI recommend more?

Farmers, named ahead of The Warehouse in every answer

Farmers first in 3The Warehouse never first

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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. The Warehouse 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 The Warehouse in every answer.

Most recommended by AI

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

  1. Farmers1st
  2. The Warehouse2nd

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
  • The Warehouse3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about department stores

5 answers

  • Asked ChatGPT

    “Which department store should I shop at in New Zealand?”

    1. 1Farmers
    2. 4The Warehouse

  • Asked ChatGPT

    “What are the best department stores in New Zealand?”

    1. 1Farmers
    2. 4The Warehouse

  • Asked ChatGPT

    “What's the best department store in New Zealand for homeware and clothing?”

    1. 1Farmers

  • Searched Google, AI Overview

    “department stores nz”

    1. 1Farmers
    2. 2The Warehouse

  • 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 The Warehouse more popular in search?

    This chart shows how often people search Google for Farmers and The Warehouse 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.

    Farmers and The Warehouse among department stores in New Zealand, by month

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

    View monthly share of searches table
    MonthFarmersThe Warehouse
    Nov 202526.8%17%
    Dec 202526.1%19.3%
    Jan 202620.2%21.1%
    Feb 202623.4%20%
    Mar 202624.2%17.9%
    Apr 202624.2%16.9%
    May 202629.5%17.8%
    Jun 202626.1%15.8%
    Jul 202625.9%15.6%
    Aug 202629%15%
    Sep 202625.6%15.4%
    Oct 2026——

    How has branded search for Farmers and The Warehouse changed in New Zealand over the last 12 months?

    3 findings
    • The lead changed hands 2 times in the 11 months ending September 2026: The Warehouse took it in January 2026, Farmers took it in February 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, The Warehouse’s share of searches among department stores in New Zealand moved from 17% to 15.4%, and its estimated monthly branded searches moved from 450K to 301K.

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

    2 changes

    1. In September 2026, Farmers lost share of searches among department stores in New Zealand, from 29% to 25.6%.

    2. Estimated monthly branded searches for The Warehouse in New Zealand fell 33.1% over 11 measured months, from 450K to 301K in September 2026.

    How are Farmers’ and The Warehouse’s branded searches counted?

    14 search terms

    Brandwave collects information about searches that people make online using Farmers’ and The Warehouse’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

    The Warehouse

    1 branded search term

    • The Warehouse

    How the Brand Demand Index is measured

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