Brandwave

Passion for Paper vs Typo:Which is more popular?

In September 2026, Passion for Paper had more branded searches than Typo among gift and stationery stores in New Zealand. Passion for Paper had about 880 branded searches, while Typo had 380. Passion for Paper made up 0.59% of all gift and stationery store searches we track, and Typo accounted for 0.26%. When we asked ChatGPT and Google AI Overviews about gift and stationery stores, Passion for Paper and Typo each appeared in two of the three answers. Passion for Paper was mentioned before Typo in every answer that named either.

Among gift and stationery stores in New Zealand in September 2026

Who do people search for more?

Passion for Paper, about 2 searches for every 1 for Typo

Passion for Paper 880 searchesTypo 380 searches

Who does AI mention more?

Both were mentioned in 2 of 3 answers.

Passion for Paper in 2 of 3Typo in 2 of 3

Who does AI recommend more?

Passion for Paper, named ahead of Typo in 2 of 2 answers

Passion for Paper first in 2Typo never first

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Top gift and stationery stores in ChatGPT and Google AI Overviews

In three ChatGPT questions, Passion for Paper and Typo were each mentioned in two out of three: in two of the three ChatGPT answers. Passion for Paper was listed before Typo in every answer that named either.

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 Typo more popular in search?

This chart shows how often people search Google for Passion for Paper and Typo 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 Typo among gift and stationery stores in New Zealand, by month

Share of searches by month for Passion for Paper, Typo. 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 Typo 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. 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.

  2. Estimated monthly branded searches for Typo in New Zealand fell 17.4% over 12 measured months, from 460 to 380 in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Passion for Paper’s and Typo’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

Typo

2 branded search terms

  • typo notebooks
  • typo pencil case

How the Brand Demand Index is measured

Other head-to-heads among gift and stationery stores

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