Nick Scali vs Smiths City:Which is more popular?
In September 2026, Nick Scali had more branded searches than Smiths City among furniture retailers in New Zealand. Nick Scali had about 8,350 branded searches, while Smiths City had 4,530. Nick Scali made up 1.9% of all furniture retailer searches we track, and Smiths City accounted for 1%. When we asked ChatGPT and Google AI Overviews about furniture retailers, Nick Scali appeared in two of the five answers and Smiths City in none.
Who do people search for more?
Nick Scali, about 84% more searches than Smiths City
Who does AI mention more?
Nick Scali, mentioned in 2 of 5 answers, Smiths City 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. Smiths City 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
Smiths City0 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 Nick Scali or Smiths City more popular in search?
This chart shows how often people search Google for Nick Scali and Smiths City 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 Nick Scali, Smiths City. 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 Nick Scali and Smiths City comparison changed over the last 12 months?
3 findings
- Nick Scali was ahead of Smiths City in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Smiths City’s share of searches among furniture retailers in New Zealand moved from 1.5% to 1%, and its estimated monthly branded searches moved from 6.9K to 4.5K.
How did search popularity change for New Zealand furniture retailers in September 2026?
1 change
Smiths City’s share of searches among furniture retailers in New Zealand has gained ground for 3 months in a row, from 0.43% to 1% in September 2026.
How are branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Nick Scali’s and Smiths City’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.
Nick Scali
4 branded search terms
- nick scali
- nick scali sale
- nick scali shops
- nickscali
Smiths City
5 branded search terms
- Smiths City
- smiths city beds
- smiths city furniture
- smiths city mattresses
- smithscity
Other head-to-heads among furniture retailers
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