Brandwave

Funky Gifts NZ vs Smiggle:Which is more popular?

In September 2026, Smiggle had more branded searches than Funky Gifts NZ among gift and novelty retailers in New Zealand. Smiggle had about 18,500 branded searches, while Funky Gifts NZ had 590. Smiggle made up 66.7% of all gift and novelty retailer searches we track, and Funky Gifts NZ accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about gift and novelty retailers, Funky Gifts NZ appeared in all three answers and Smiggle in none.

Among gift and novelty retailers in New Zealand in September 2026

Who do people search for more?

Smiggle, about 31 searches for every 1 for Funky Gifts NZ

Smiggle 18.4K searchesFunky Gifts NZ 590 searches

Who does AI mention more?

Funky Gifts NZ, mentioned in every answer we collected

Funky Gifts NZ in 3 of 3Smiggle in 0 of 3

Who does AI recommend more?

Funky Gifts NZ, the only one of the two named

Funky Gifts NZ first in 2Smiggle never named

Follow Funky Gifts NZ vs Smiggle 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 gift and novelty retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Funky Gifts NZ appeared in all three answers. Smiggle did not appear in any of the three answers.

Most recommended by AI

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

  1. Funky Gifts NZ1st
  2. Acquisitions2nd
  3. Iko Iko3rd
  4. The Fantail House4th
  5. Smiggle–
  6. Typo–

Mentioned by AI

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

  • Funky Gifts NZ3 of 3Named in 3 of 3 ChatGPT answers
  • Iko Iko2 of 3Named in 2 of 3 ChatGPT answers
  • The Fantail House2 of 3Named in 2 of 3 ChatGPT answers
  • Acquisitions2 of 3Named in 2 of 3 ChatGPT answers
  • Smiggle0 of 3Named in 0 of 3 ChatGPT answers
  • Typo0 of 3Named in 0 of 3 ChatGPT answers

See every answer about gift and novelty retailers

3 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 21, 2026.

Is Funky Gifts NZ or Smiggle more popular in search?

This chart shows how often people search Google for Funky Gifts NZ and Smiggle by name. Each line represents a brand's share of searches for all six gift and novelty retailers we track, month by month, from searches in New Zealand.

Funky Gifts NZ and Smiggle among gift and novelty retailers in New Zealand, by month

Share of searches by month for Smiggle, Funky Gifts NZ. The figures are in the table below the chart.

View monthly share of searches table
MonthSmiggleIko IkoFunky Gifts NZThe Fantail HouseTypoAcquisitions
Oct 202568.7%25.8%3.8%0.99%0.61%0.08%
Nov 202573.6%19.1%5.6%0.74%0.93%0.07%
Dec 202563%28.8%5.6%1.1%1.5%0.09%
Jan 202678.9%18.4%1.1%1.1%0.52%0.05%
Feb 202667.6%29.1%1.4%1.4%0.52%0.04%
Mar 202665.7%29.1%1.7%3.1%0.34%0.04%
Apr 202664.5%29.1%1.7%4.3%0.35%0.04%
May 202664.3%28.4%2.5%4.2%0.51%0.04%
Jun 202666.1%29.2%2.6%1.7%0.39%0.09%
Jul 202670.2%25.9%1.8%1.5%0.42%0.08%
Aug 202666.3%29%3.1%1.1%0.49%0.07%
Sep 202666.7%29.7%2.1%0.94%0.43%0.07%

How has the Funky Gifts NZ and Smiggle comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand gift and novelty retailers in September 2026?

1 change

  1. In September 2026, Funky Gifts NZ lost share of searches among gift and novelty retailers in New Zealand, from 3.1% to 2.1%.

How are branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using Funky Gifts NZ’s and Smiggle’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.

Funky Gifts NZ

1 branded search term

  • funky gifts

Smiggle

14 branded search terms

  • bottle smiggle
  • smiggle
  • smiggle backpack
  • smiggle bags
  • smiggle book bag
  • smiggle gifts
  • smiggle henderson
  • smiggle lunch bag
  • smiggle pencil box
  • smiggle pens
  • smiggle queensgate
  • smiggle sale
  • smiggle stationery
  • smiggle water bottle

How the Brand Demand Index is measured

Other head-to-heads among gift and novelty retailers

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