Brandwave

How popular isHobbycraft?

In September 2026, people searched for Hobbycraft by name about 1,300 times in the United Kingdom, an 18.8% decrease from the previous year. These searches made up 0.66% of all United Kingdom yarn shop searches, placing Hobbycraft seventh out of seven shops. When we asked both ChatGPT and Google AI Overviews about yarn shops, Hobbycraft appeared in three of the four answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Hobbycraft is the seventh most searched of 7 competitors and the third most recommended in AI answers.

  1. Wool WarehouseShare of searches 55.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
  2. LoveCraftsShare of searches 25.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. Black Sheep WoolsShare of searches 7.5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
  4. HobbiiShare of searches 5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. HobbycraftShare of searches 0.66%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd

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Top yarn shops in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Hobbycraft was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Hobbycraft is the third most recommended of the seven.

Most recommended by AI

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

  1. Wool Warehouse1st
  2. LoveCrafts2nd
  3. Hobbycraft3rd
  4. Black Sheep Wools4th
  5. Hobbii–
  6. Wool and the Gang–
  7. Laughing Hens–

Mentioned by AI

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

  • LoveCrafts3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hobbycraft3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Wool Warehouse2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Black Sheep Wools1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hobbii0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Wool and the Gang0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Laughing Hens0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about yarn shops

4 answers

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 yarn shops compete with Hobbycraft?

Hobbycraft against yarn shops in the United Kingdom, by month

Share of searches by month for Wool Warehouse, LoveCrafts, Black Sheep Wools, Hobbii, Wool and the Gang, Hobbycraft. The figures are in the table below the chart.

View monthly share of searches table
MonthWool WarehouseLoveCraftsBlack Sheep WoolsHobbiiWool and the GangLaughing HensHobbycraft
Oct 202555.3%24.8%7.4%6.1%5%0.78%0.66%
Nov 202552.9%23.7%5.8%7.1%8.7%1.1%0.63%
Dec 202551.4%23.1%8.5%6.9%8.5%0.89%0.75%
Jan 202651.1%28%6.9%6.9%5.6%0.91%0.61%
Feb 202655.1%24.8%7.4%6.1%5%0.95%0.65%
Mar 202655.2%24.8%9.1%6.1%3.3%0.95%0.5%
Apr 202656.9%25.6%7.7%5.1%3.4%0.83%0.46%
May 202655.4%24.8%9.1%6.1%3.3%0.8%0.54%
Jun 202657.2%25.6%7.7%5.1%2.8%1%0.56%
Jul 202658.3%26.1%6.4%5.2%2.8%0.64%0.57%
Aug 202656.8%25.6%7.6%5.1%3.4%0.83%0.67%
Sep 202655.8%25.1%7.5%5%5%0.96%0.66%

  1. 1.Wool Warehouse

    55.8%

    Held 1st. 110K estimated branded searches, 0% vs prior month. Share -1 points.

  2. 2.LoveCrafts

    25.1%

    Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -0.5 points.

  3. 3.Black Sheep Wools

    7.5%

    Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Hobbii

    5%

    Held 4th. 9.9K estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Wool and the Gang

    5%

    Held 5th. 9.9K estimated branded searches, +50% vs prior month. Share +1.6 points.

  6. 6.Laughing Hens

    0.96%

    Held 6th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.1 points.

  7. 7.Hobbycraft

    0.66%

    Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Hobbycraft and its closest rivals

Every comparison with Hobbycraft

6 comparisons

How has branded search demand for Hobbycraft changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hobbycraft in the United Kingdom fell from 1.6K to 1.3K.
  • Across the 12 months ending September 2026, Hobbycraft’s share of searches among yarn shops in the United Kingdom held steady at 0.66%.

How did search popularity change for United Kingdom yarn shops in September 2026?

6 changes

  1. In September 2026, Wool and the Gang gained share of searches among yarn shops in the United Kingdom, from 3.4% to 5%.

  2. In September 2026, Wool Warehouse lost share of searches among yarn shops in the United Kingdom, from 56.8% to 55.8%.

  3. Estimated monthly branded searches for Hobbii in the United Kingdom fell 33.1% over 12 measured months, from 14.8K to 9.9K in September 2026.

  4. Estimated monthly branded searches for Hobbycraft in the United Kingdom fell 18.8% over 12 measured months, from 1.6K to 1.3K in September 2026.

  5. Estimated monthly branded searches for Black Sheep Wools in the United Kingdom fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.

  6. Estimated monthly branded searches for LoveCrafts in the United Kingdom fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

How are Hobbycraft’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Hobbycraft’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • hobbycraft yarn

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How the Brand Demand Index is measured

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