IKEA vs Nick Scali:Which is more popular?
In September 2026, IKEA had more branded searches than Nick Scali among furniture retailers in New Zealand. IKEA had about 130,000 branded searches, while Nick Scali had 8,350. IKEA made up 29.8% of all furniture retailer searches we track, and Nick Scali accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about furniture retailers, Nick Scali appeared in two of the five answers and IKEA in none.
Who do people search for more?
IKEA, about 16 searches for every 1 for Nick Scali
Who does AI mention more?
Nick Scali, mentioned in 2 of 5 answers, IKEA in 0
Who does AI recommend more?
Nick Scali, the only one of the two named
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Top furniture retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Nick Scali was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. IKEA 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
NOOD4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Freedom Furniture4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Danske Møbler4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Mocka3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Big Save Furniture2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Nick Scali2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Harvey Norman1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Early Settler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Target Furniture0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about furniture retailers
5 answers
Asked ChatGPT
“Which furniture retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best furniture retailers in New Zealand?”
Asked ChatGPT
“What's the best furniture retailer in New Zealand for new home furniture?”
Searched Google, AI Overview
“best furniture store”
Searched Google, AI Overview
“bedroom furniture 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 IKEA or Nick Scali more popular in search?
This chart shows how often people search Google for IKEA and Nick Scali by name. Each line represents a brand's share of searches for all 11 furniture retailers we track, month by month, from searches in New Zealand.
Share of searches by month for IKEA, Nick Scali. The figures are in the table below the chart.
View monthly share of searches table
| Month | Harvey Norman | IKEA | Big Save Furniture | NOOD | Freedom Furniture | Mocka | Early Settler | Target Furniture | Nick Scali | Smiths City | Danske Møbler |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.1% | 11.3% | 8.9% | 7.6% | 7.5% | 7.2% | 4.7% | 3.3% | 1.9% | 1.5% | <0.01% |
| Nov 2025 | 49.3% | 17.6% | 6.9% | 6.2% | 5.4% | 6.1% | 4.1% | 2.4% | 1.3% | 0.74% | <0.01% |
| Dec 2025 | 28.3% | 54% | 3.7% | 3.6% | 3.8% | 2.4% | 1.9% | 1.4% | 0.63% | 0.43% | 0% |
| Jan 2026 | 30.9% | 40.2% | 5.9% | 4.9% | 6.1% | 4.8% | 3.1% | 2.2% | 1.3% | 0.56% | 0% |
| Feb 2026 | 34.7% | 37.9% | 5.8% | 5.5% | 4.6% | 4.4% | 2.9% | 2.5% | 1.1% | 0.52% | <0.01% |
| Mar 2026 | 40% | 30% | 6.8% | 5.2% | 5.3% | 5.1% | 3.3% | 2.4% | 1.1% | 0.73% | <0.01% |
| Apr 2026 | 38.2% | 29.1% | 7.4% | 6.1% | 6.2% | 4.9% | 3.2% | 2.8% | 1.6% | 0.69% | <0.01% |
| May 2026 | 36.7% | 29.7% | 7.6% | 5.7% | 6% | 5.6% | 3.7% | 3.2% | 1.5% | 0.45% | <0.01% |
| Jun 2026 | 29.2% | 35.2% | 7.3% | 5.6% | 7% | 6.7% | 3.6% | 3.1% | 1.8% | 0.43% | <0.01% |
| Jul 2026 | 27% | 38.6% | 10.1% | 5.4% | 5.3% | 5.1% | 3.3% | 2.9% | 1.6% | 0.73% | <0.01% |
| Aug 2026 | 29.2% | 33.8% | 9% | 6.9% | 5.7% | 5.5% | 4.3% | 3.1% | 1.8% | 0.8% | <0.01% |
| Sep 2026 | 31.6% | 29.8% | 9.7% | 6.3% | 6.2% | 6% | 3.9% | 3.4% | 1.9% | 1% | <0.01% |
How has the IKEA and Nick Scali comparison changed over the last 12 months?
3 findings
- IKEA was ahead of Nick Scali in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, IKEA’s share of searches among furniture retailers in New Zealand moved from 11.3% to 29.8%, and its estimated monthly branded searches moved from 50.6K to 130K.
- Across the 12 months ending September 2026, Nick Scali’s share of searches among furniture retailers in New Zealand held steady at 1.9%, and its estimated monthly branded searches held steady at 8.3K.
How did search popularity change for New Zealand furniture retailers in September 2026?
2 changes
In September 2026, Harvey Norman overtook IKEA to become the leader among furniture retailers in New Zealand, with 31.6% of the searches.
In September 2026, IKEA lost share of searches among furniture retailers in New Zealand, from 33.8% to 29.8%.
How are branded searches counted?
23 search terms
Brandwave collects information about searches that people make online using IKEA’s and Nick Scali’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.
IKEA
19 branded search terms
- Ikea
- ikea barstools
- ikea bed frames
- ikea bedside table
- ikea billy bookcases
- ikea carpets
- ikea couch
- ikea curtains
- ikea desk
- ikea dining chairs
- ikea dining table
- ikea floor lamps
- ikea furniture
- ikea kitchen
- ikea lamps
- ikea open
- ikea sofa
- ikea sofa bed
- ikea wardrobes
Nick Scali
4 branded search terms
- nick scali
- nick scali sale
- nick scali shops
- nickscali
Other head-to-heads among furniture retailers
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