--- title: "Paper Plus vs Smiggle: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Paper Plus or Smiggle? Compare estimated monthly branded-search demand and Share of Search inside the Gift and stationery stores set in New Zealand. 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." canonical: "https://gobrandwave.com/demand/nz/compare/paper-plus-vs-smiggle" publisher: "Brandwave" --- # Paper Plus vs Smiggle: Which is more popular by branded search in New Zealand? Which is more popular in search, Paper Plus or Smiggle? Compare estimated monthly branded-search demand and Share of Search inside the Gift and stationery stores set in New Zealand. 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. ## Key facts - **Compared**: Paper Plus and Smiggle - **Competitive set**: Gift and stationery stores - **Market**: New Zealand - **Month measured**: Aug 2026 - **Paper Plus Share of Search**: 62.9% - **Smiggle Share of Search**: 27.7% ## Which is more popular in search, Paper Plus or Smiggle? - 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%. - 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? - 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%. ## Month by month | Month | Paper Plus estimated searches | Paper Plus Share of Search | Paper Plus rank | Smiggle estimated searches | Smiggle Share of Search | Smiggle rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 67.5K | 64% | 1 | 26.8K | 25.4% | 2 | | Nov 2025 | 83.3K | 55.5% | 1 | 47.6K | 31.7% | 2 | | Dec 2025 | 136K | 68.1% | 1 | 40.5K | 20.4% | 2 | | Jan 2026 | 105K | 65.2% | 1 | 42.4K | 26.4% | 2 | | Feb 2026 | 72.3K | 71.6% | 1 | 21.7K | 21.5% | 2 | | Mar 2026 | 69.4K | 71.4% | 1 | 21.4K | 22% | 2 | | Apr 2026 | 59.2K | 69.1% | 1 | 21K | 24.5% | 2 | | May 2026 | 59.3K | 68.8% | 1 | 21.4K | 24.8% | 2 | | Jun 2026 | 57K | 68.1% | 1 | 21.4K | 25.6% | 2 | | Jul 2026 | 58.2K | 64.5% | 1 | 25.6K | 28.4% | 2 | | Aug 2026 | 59.7K | 62.9% | 1 | 26.2K | 27.7% | 2 | | Sep 2026 | — | — | — | — | — | — | ## 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**: Measured on the 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” and “paperplus nz”, summed into one figure. - **Smiggle**: Measured on the 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” and “smiggle water bottle”, summed into one figure. - [Paper Plus profile](/demand/nz/brands/paper-plus) - [Smiggle profile](/demand/nz/brands/smiggle) - [All gift and stationery stores in New Zealand](/demand/nz/categories/nz-gift-and-stationery-stores): The set both shares are measured inside, 4 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, Paper Plus or Smiggle? 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%. ## Cite this page Brandwave. "Paper Plus vs Smiggle: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/paper-plus-vs-smiggle This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/paper-plus-vs-smiggle. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.