How popular isDunelm?
In September 2026, people searched for Dunelm by name about 3.5 million times in the United Kingdom, an 18.5% decrease from the previous year. These searches made up 20.1% of all United Kingdom lighting retailer searches, placing Dunelm first out of ten retailers. When we asked both ChatGPT and Google AI Overviews about lighting retailers, Dunelm appeared in three of the five answers and was the most recommended of the ten.
Dunelm is the most searched of 10 competitors and the most recommended in AI answers.
DunelmShare of searches 20.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
PookyShare of searches 20.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
Lights4funShare of searches 16.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
John LewisShare of searches 13.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
Jim LawrenceShare of searches 11%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
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Top lighting retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dunelm was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Dunelm is the most recommended of the ten.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Dunelm1st
- John Lewis2nd
- Pooky3rd
Habitat4th
Lights.co.uk5th- Jim Lawrence6th
Litecraft7th- Lights4fun–
Dowsing & Reynolds–
Pagazzi–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Dunelm3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Pooky2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- John Lewis2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Habitat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Jim Lawrence1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Lights.co.uk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Litecraft1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Lights4fun0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dowsing & Reynolds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Pagazzi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about lighting retailers
5 answers
Asked ChatGPT
“Where's the best place to buy ceiling lights in the UK?”
Asked ChatGPT
“Which UK shops sell stylish lamps that aren't too expensive?”
Asked ChatGPT
“What are good UK lighting shops for a kitchen renovation?”
Searched Google, AI Overview
“ceiling lights”
Searched Google, AI Overview
“table lamps”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 28, 2026.
Which lighting retailers compete with Dunelm?
Share of searches by month for Dunelm, Pooky, Lights4fun, John Lewis, Jim Lawrence, Dowsing & Reynolds, Lights.co.uk, Litecraft, Pagazzi. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dunelm | Pooky | Lights4fun | John Lewis | Jim Lawrence | Dowsing & Reynolds | Lights.co.uk | Litecraft | Pagazzi | Habitat |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.7% | 21.7% | 14.5% | 14.5% | 9.7% | 6.5% | 2.3% | 2.9% | 4.3% | 1.9% |
| Nov 2025 | 16.3% | 19.9% | 29.8% | 10.9% | 7.3% | 6% | 2.2% | 2.2% | 4% | 1.4% |
| Dec 2025 | 15% | 18.4% | 33.6% | 10% | 8.2% | 5.5% | 2% | 2.4% | 3.6% | 1.3% |
| Jan 2026 | 23.2% | 23.2% | 10.4% | 12.7% | 10.4% | 6.9% | 2.5% | 3.1% | 5.7% | 2.1% |
| Feb 2026 | 24.9% | 20.3% | 7.4% | 13.6% | 11.1% | 7.4% | 2.7% | 3.3% | 7.4% | 1.8% |
| Mar 2026 | 19.9% | 24.4% | 8.9% | 13.3% | 10.9% | 8.9% | 2.6% | 3.2% | 5.9% | 1.8% |
| Apr 2026 | 18.9% | 23.1% | 12.7% | 12.7% | 12.7% | 8.4% | 3.1% | 3.1% | 3.7% | 1.7% |
| May 2026 | 19.4% | 23.7% | 13% | 10.6% | 13% | 8.6% | 3.1% | 3.1% | 3.8% | 1.7% |
| Jun 2026 | 20.8% | 25.5% | 11.4% | 11.4% | 11.4% | 9.3% | 2.7% | 2.7% | 3.4% | 1.4% |
| Jul 2026 | 19.2% | 28.7% | 12.8% | 10.5% | 10.5% | 8.5% | 3.1% | 2.5% | 3.1% | 1.1% |
| Aug 2026 | 20% | 24.6% | 13.4% | 11% | 11% | 9% | 3.2% | 3.2% | 3.2% | 1.4% |
| Sep 2026 | 20.1% | 20.1% | 16.5% | 13.5% | 11% | 7.3% | 3.2% | 3.2% | 3.2% | 1.8% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 20.1% | 18.1K | 0% | +0.1 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 20.1% | 18.1K | -18.5% | -4.5 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 16.5% | 14.8K | +22.3% | +3.1 points | |
| 4, moved from 5th to 4th | 13.5% | 12.1K | +22.2% | +2.5 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 11% | 9.9K | 0% | 0 pointsmoved from 4th to 5th | |
| 6, held 6th | 7.3% | 6.6K | -18.5% | -1.6 points | |
| 7, held 7th | 3.2% | 2.9K | 0% | 0 points | |
| 8, held 8th | 3.2% | 2.9K | 0% | 0 points | |
| 9, held 9th | 3.2% | 2.9K | 0% | 0 points | |
| 10, held 10th | 1.8% | 1.6K | +23.1% | +0.3 points |
1.
Dunelm20.1%
Moved from 2nd to 1st. 18.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
2.
Pooky20.1%
Moved from 1st to 2nd. 18.1K estimated branded searches, -18.5% vs prior month. Share -4.5 points.
16.5%
Held 3rd. 14.8K estimated branded searches, +22.3% vs prior month. Share +3.1 points.
13.5%
Moved from 5th to 4th. 12.1K estimated branded searches, +22.2% vs prior month. Share +2.5 points.
11%
Moved from 4th to 5th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.
7.3%
Held 6th. 6.6K estimated branded searches, -18.5% vs prior month. Share -1.6 points.
3.2%
Held 7th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
3.2%
Held 8th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
9.
Pagazzi3.2%
Held 9th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
10.
Habitat1.8%
Held 10th. 1.6K estimated branded searches, +23.1% vs prior month. Share +0.3 points.
Dunelm, John Lewis and Habitat sell other things too, so only their searches that name this product count here, like “dunelm lighting”.
Compare popularity between Dunelm and its closest rivals
Every comparison with Dunelm
42 comparisons
- Dunelm vs IKEA
- Dunelm vs The Range
- DFS vs Dunelm
- Dunelm vs Oliver Bonas
- Dunelm vs Oak Furnitureland
- Dunelm vs The White Company
- Dunelm vs Furniture Village
- Dunelm vs Next
- Dunelm vs Habitat
- Dunelm vs Sofology
- Dunelm vs H&M Home
- Dunelm vs Ruggable
- Dunelm vs Heal's
- Dunelm vs DUSK
- Dunelm vs Piglet in Bed
- Dunelm vs Loaf
- Dunelm vs Soak&Sleep
- Dunelm vs Pooky
- Dunelm vs Lights4fun
- Dunelm vs Rugs Direct
- Dunelm vs Wayfair
- Dunelm vs Jim Lawrence
- Dowsing & Reynolds vs Dunelm
- Dunelm vs Swoon
- Dunelm vs John Lewis
- Bedfolk vs Dunelm
- Dunelm vs Lights.co.uk
- Dunelm vs Litecraft
- Dunelm vs Pagazzi
- Dunelm vs La Redoute
- Dunelm vs Silentnight
- B&Q vs Dunelm
- Cox & Cox vs Dunelm
- Dunelm vs Garden Trading
- Dunelm vs Kettler
- Dunelm vs Maze
- Dunelm vs Simba
- Dunelm vs Gardenesque
- Dunelm vs Rattan Direct
- Bridgman vs Dunelm
- Dunelm vs Land of Rugs
- Dunelm vs The Rug Seller
How has branded search demand for Dunelm changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Dunelm in the United Kingdom fell from 4.3M to 3.5M.
- Across the 12 months ending September 2026, Dunelm’s share of searches among lighting retailers in the United Kingdom decreased from 21.7% to 20.1%.
- Across the 12 months ending September 2026, Dunelm’s share of searches among lighting retailers in the United Kingdom peaked at 24.9% in February 2026 and was lowest at 15% in December 2025.
How did search popularity change for United Kingdom lighting retailers in September 2026?
6 changes
In September 2026, John Lewis overtook Jim Lawrence to rank 4th among lighting retailers in the United Kingdom, with 13.5% of the searches.
In September 2026, Lights4fun gained share of searches among lighting retailers in the United Kingdom, from 13.4% to 16.5%.
In September 2026, Pooky lost share of searches among lighting retailers in the United Kingdom, from 24.6% to 20.1%.
In September 2026, Dowsing & Reynolds lost share of searches among lighting retailers in the United Kingdom, from 9% to 7.3%.
Lights.co.uk’s share of searches among lighting retailers in the United Kingdom has gained ground for 3 months in a row, from 2.7% to 3.2% in September 2026.
In September 2026, Dunelm rose from 2nd to 1st among lighting retailers in the United Kingdom.
How are Dunelm’s branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Dunelm’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- dunelm
- dunelm bedding
- dunelm garden furniture
- dunelm lighting
- dunelm rugs
Do you work for Dunelm? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Dunelm compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Homeware retailers | 1st of 9 | 33.2% | Show ranking |
| Furniture retailers | 1st of 11 | 42.3% | Show ranking |
| Rug retailers | 1st of 11 | 29.6% | Show ranking |
| Bedding brands | 2nd of 10 | 18.4% | Show ranking |
| Garden furniture retailers | 9th of 14 | 1.2% | Show ranking |
| Lighting retailers | 1st of 10 | 20.1% | Shown above |
Is Dunelm your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.