Brandwave

Passion for Paper vs Smiggle:Which is more popular?

In September 2026, Smiggle had more branded searches than Passion for Paper among gift and stationery stores in New Zealand. Smiggle had about 18,400 branded searches, while Passion for Paper had 880. Smiggle made up 12.4% of all gift and stationery store searches we track, and Passion for Paper accounted for 0.59%. When we asked ChatGPT and Google AI Overviews about gift and stationery stores, Passion for Paper appeared in two of the three answers and Smiggle in one. Passion for Paper was mentioned before Smiggle in two out of three answers.

Among gift and stationery stores in New Zealand in September 2026

Who do people search for more?

Smiggle, about 21 searches for every 1 for Passion for Paper

Smiggle 18.4K searchesPassion for Paper 880 searches

Who does AI mention more?

Passion for Paper, mentioned in 2 of 3 answers, Smiggle in 1

Passion for Paper in 2 of 3Smiggle in 1 of 3

Who does AI recommend more?

Passion for Paper, named ahead of Smiggle in 2 of 3 answers

Passion for Paper first in 2Smiggle first in 1

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Top gift and stationery stores in ChatGPT and Google AI Overviews

In three ChatGPT questions, Passion for Paper was mentioned in two out of three: in two of the three ChatGPT answers. Smiggle was mentioned in one out of three: in one of the three ChatGPT answers. Passion for Paper was listed before Smiggle in two out of three answers.

Most recommended by AI

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

  1. Whitcoulls1st
  2. Passion for Paper1st
  3. Typo3rd
  4. Smiggle4th
  5. Paper Plus–
  6. kikki.K–

Mentioned by AI

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

  • Whitcoulls3 of 3Named in 3 of 3 ChatGPT answers
  • Passion for Paper2 of 3Named in 2 of 3 ChatGPT answers
  • Typo2 of 3Named in 2 of 3 ChatGPT answers
  • Smiggle1 of 3Named in 1 of 3 ChatGPT answers
  • Paper Plus0 of 3Named in 0 of 3 ChatGPT answers
  • kikki.K0 of 3Named in 0 of 3 ChatGPT answers

See every answer about gift and stationery stores

3 answers

  • Asked ChatGPT

    “Which gift and stationery store should I shop at in New Zealand?”

    1. 1Passion for Paper
    2. 2Whitcoulls
    3. 3Typo

  • Asked ChatGPT

    “What are the best gift and stationery stores in New Zealand?”

    1. 1Passion for Paper
    2. 2Typo
    3. 3Whitcoulls

  • Asked ChatGPT

    “What's the best gift and stationery store in New Zealand for school supplies?”

    1. 1Whitcoulls
    2. 2Smiggle

  • Searched Google, AI Overview

    “stationery stores nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “gift and stationery shops”

    Google showed no AI Overview for this search.

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 Passion for Paper or Smiggle more popular in search?

This chart shows how often people search Google for Passion for Paper and Smiggle by name. Each line represents a brand's share of searches for all six gift and stationery stores we track, month by month, from searches in New Zealand.

Passion for Paper and Smiggle among gift and stationery stores in New Zealand, by month

Share of searches by month for Smiggle, Passion for Paper. The figures are in the table below the chart.

View monthly share of searches table
MonthWhitcoullsPaper PlusSmigglekikki.KPassion for PaperTypo
Oct 202552.6%34.4%11.3%0.87%0.45%0.29%
Nov 202550.2%32.6%15.6%0.99%0.43%0.27%
Dec 202554.1%35.1%9.5%0.7%0.35%0.24%
Jan 202642.9%40.5%14.3%0.98%0.43%0.89%
Feb 202649.7%38%10.7%0.72%0.49%0.38%
Mar 202649.7%38.3%10.7%0.66%0.51%0.25%
Apr 202653.2%34.2%11.2%0.7%0.54%0.21%
May 202653.4%33.8%11.3%0.7%0.53%0.27%
Jun 202653%34.1%11.5%0.59%0.54%0.26%
Jul 202651.6%33.5%13.4%0.69%0.53%0.25%
Aug 202651.6%33%13.6%0.82%0.64%0.35%
Sep 202649%37%12.4%0.72%0.59%0.26%

How has the Passion for Paper and Smiggle comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand gift and stationery stores in September 2026?

2 changes

  1. In September 2026, Smiggle lost share of searches among gift and stationery stores in New Zealand, from 13.6% to 12.4%.

  2. Estimated monthly branded searches for Passion for Paper in New Zealand rose 22.2% over 12 measured months, from 720 to 880 in September 2026.

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Passion for Paper’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.

Passion for Paper

1 branded search term

  • passion for paper

Smiggle

13 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among gift and stationery stores

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