Paper Plus vs Smiggle:Which is more popular by branded search in New Zealand?
In August 2026, Paper Plus had more branded searches than Smiggle among gift and stationery stores in New Zealand. Paper Plus was estimated to have 59.7K branded searches compared to Smiggle’s 26.2K, and held a 62.9% Share of Search versus Smiggle’s 27.7%.
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Which is more popular in search, Paper Plus or Smiggle?
Compare the stationery, gift and novelty stores New Zealanders shop for school and gifts. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Paper Plus, Smiggle. The figures are in the table below the chart.
View monthly share of search table
| Month | Paper Plus | Smiggle | Typo | kikki.K |
|---|---|---|---|---|
| Oct 2025 | 64% | 25.4% | 8.4% | 2.2% |
| Nov 2025 | 55.5% | 31.7% | 10.6% | 2.1% |
| Dec 2025 | 68.1% | 20.4% | 9.9% | 1.6% |
| Jan 2026 | 65.2% | 26.4% | 6.4% | 2% |
| Feb 2026 | 71.6% | 21.5% | 5.1% | 1.7% |
| Mar 2026 | 71.4% | 22% | 5% | 1.6% |
| Apr 2026 | 69.1% | 24.5% | 4.7% | 1.7% |
| May 2026 | 68.8% | 24.8% | 4.8% | 1.6% |
| Jun 2026 | 68.1% | 25.6% | 4.9% | 1.5% |
| Jul 2026 | 64.5% | 28.4% | 5.5% | 1.6% |
| Aug 2026 | 62.9% | 27.7% | 7.7% | 1.7% |
| Sep 2026 | — | — | — | — |
How has the Paper Plus and Smiggle comparison changed over the last 12 months?
3 findings
- Paper Plus was ahead of Smiggle in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Paper Plus’ estimated Share of Search among gift and stationery stores in New Zealand moved from 64% to 62.9%, and its estimated monthly branded searches moved from 67.5K to 59.7K.
- Across the 11 months ending August 2026, Smiggle’s estimated Share of Search among gift and stationery stores in New Zealand moved from 25.4% to 27.7%, and its estimated monthly branded searches moved from 26.8K to 26.2K.
How did search popularity change for New Zealand gift and stationery stores in August 2026?
2 changes
In August 2026, Paper Plus lost estimated Share of Search among gift and stationery stores in New Zealand, from 64.5% to 62.9%.
In August 2026, Smiggle lost estimated Share of Search among gift and stationery stores in New Zealand, from 28.4% to 27.7%.
How each brand is measured
Brandwave collects information about searches that people make online using Paper Plus’ 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.
Paper Plus
33 branded search terms
- barrington paper plus
- Paper Plus
- paper plus books
- paper plus coastlands
- paper plus eastridge
- paper plus gifts
- paper plus havelock
- paper plus henderson
- paper plus highland park
- paper plus lego
- paper plus meadowbank
- paper plus near me
- paper plus north city
- paper plus northlands
- paper plus notebooks
- paper plus nz
- paper plus office supplies
- paper plus online
- paper plus online shopping
- paper plus pencil case
- paper plus remuera road
- paper plus sale
- paper plus stationery
- paper plus store
- paper plus sylvia park
- paper plus tower junction
- paper plus westcity
- paperplus cambridge
- paperplus co nz
- paperplus gifts
- paperplus gore
- paperplus notebooks
- paperplus nz
Smiggle
22 branded search terms
- bottle smiggle
- smiggle
- smiggle backpack
- smiggle bags
- smiggle book bag
- smiggle co nz
- smiggle gifts
- smiggle henderson
- smiggle lunch bag
- smiggle near me
- smiggle notebooks
- smiggle nz
- smiggle nz online
- smiggle online
- smiggle pencil box
- smiggle pens
- smiggle queensgate
- smiggle sale
- smiggle shop
- smiggle stationery
- smiggle store
- smiggle water bottle
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