--- title: "Passion for Paper vs Smiggle: Which is searched more in New Zealand?" description: "Is Passion for Paper or Smiggle more popular in search? 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/passion-for-paper-vs-smiggle" publisher: "Brandwave" --- # Passion for Paper vs Smiggle: Which is searched more in New Zealand? Is Passion for Paper or Smiggle more popular in search? 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**: Passion for Paper and Smiggle - **Competitive set**: Gift and stationery stores - **Market**: New Zealand - **Month measured**: Sep 2026 - **Passion for Paper Share of Search**: 0.59% - **Smiggle Share of Search**: 12.4% ## Is Passion for Paper or Smiggle more popular in search? - 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%. - Smiggle was ahead of Passion for Paper in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Passion for Paper’s share of searches among gift and stationery stores in New Zealand moved from 0.45% to 0.59%, and its estimated monthly branded searches moved from 720 to 880. - Across the 12 months ending September 2026, Smiggle’s share of searches among gift and stationery stores in New Zealand moved from 11.3% to 12.4%, and its estimated monthly branded searches moved from 18K to 18.4K. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Whitcoulls | 1st | 3 of 3 | 3 of 3 | | Passion for Paper | 1st | 2 of 3 | 2 of 3 | | Typo | 3rd | 2 of 3 | 2 of 3 | | Smiggle | 4th | 1 of 3 | 1 of 3 | | Paper Plus | Not ranked | 0 of 3 | 0 of 3 | | kikki.K | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about gift and stationery stores - Asked ChatGPT "Which gift and stationery store should I shop at in New Zealand?": 1. Passion for Paper, 2. Whitcoulls, 3. Typo - Asked ChatGPT "What are the best gift and stationery stores in New Zealand?": 1. Passion for Paper, 2. Typo, 3. Whitcoulls - Asked ChatGPT "What's the best gift and stationery store in New Zealand for school supplies?": 1. Whitcoulls, 2. Smiggle Not named in any answer: Paper Plus and kikki.K. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand gift and stationery stores in September 2026? - In September 2026, Smiggle lost share of searches among gift and stationery stores in New Zealand, from 13.6% to 12.4%. - 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. ## Month by month | Month | Passion for Paper estimated searches | Passion for Paper Share of Search | Passion for Paper rank | Smiggle estimated searches | Smiggle Share of Search | Smiggle rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 720 | 0.45% | 5 | 18K | 11.3% | 3 | | Nov 2025 | 880 | 0.43% | 5 | 31.7K | 15.6% | 3 | | Dec 2025 | 1K | 0.35% | 5 | 27K | 9.5% | 3 | | Jan 2026 | 880 | 0.43% | 6 | 29K | 14.3% | 3 | | Feb 2026 | 720 | 0.49% | 5 | 15.7K | 10.7% | 3 | | Mar 2026 | 720 | 0.51% | 5 | 15.2K | 10.7% | 3 | | Apr 2026 | 720 | 0.54% | 5 | 14.9K | 11.2% | 3 | | May 2026 | 720 | 0.53% | 5 | 15.2K | 11.3% | 3 | | Jun 2026 | 720 | 0.54% | 5 | 15.2K | 11.5% | 3 | | Jul 2026 | 720 | 0.53% | 5 | 18.2K | 13.4% | 3 | | Aug 2026 | 880 | 0.64% | 5 | 18.8K | 13.6% | 3 | | Sep 2026 | 880 | 0.59% | 5 | 18.4K | 12.4% | 3 | ## How each brand is measured 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**: Measured on the search term “passion for paper”. - **Smiggle**: Measured on the 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” and “smiggle water bottle”, summed into one figure. - [Passion for Paper profile](/demand/nz/brands/passion-for-paper) - [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, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Passion for Paper or Smiggle more popular in search? 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%. ## Cite this page Brandwave. "Passion for Paper vs Smiggle: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/passion-for-paper-vs-smiggle This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/passion-for-paper-vs-smiggle. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.