Brandwave

How popular isHome Bargains?

In September 2026, people searched for Home Bargains by name about 4.1 million times in the United Kingdom, a 22.1% increase from the previous year. These searches made up 29.8% of all United Kingdom discount retailer searches, placing Home Bargains first out of six retailers. When we asked both ChatGPT and Google AI Overviews about discount retailers, Home Bargains appeared in all answers and was the second most recommended of the six.

Search and AI answers in September 2026

Home Bargains is the most searched of 6 competitors and the second most recommended in AI answers.

  1. Home BargainsShare of searches 29.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. TK MaxxShare of searches 29.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  3. B&MShare of searches 19.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. The RangeShare of searches 16.3%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  5. PoundlandShare of searches 4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st

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Top discount retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Home Bargains appeared in all four answers. Home Bargains is the second most recommended of the six.

Most recommended by AI

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

  1. Poundland1st
  2. Home Bargains2nd
  3. B&M3rd
  4. TK Maxx4th
  5. The Range5th
  6. Poundstretcher6th

Mentioned by AI

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

  • Home Bargains4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • B&M3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Poundland3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • TK Maxx2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • The Range1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Poundstretcher1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about discount retailers

4 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.

Which discount retailers compete with Home Bargains?

Home Bargains against discount retailers in the United Kingdom, by month

Share of searches by month for Home Bargains, TK Maxx, B&M, The Range, Poundland. The figures are in the table below the chart.

View monthly share of searches table
MonthHome BargainsTK MaxxB&MThe RangePoundlandPoundstretcher
Oct 202523.3%28.5%21.3%19.1%7%0.77%
Nov 202523.9%29.2%21.9%19.6%4.8%0.64%
Dec 202521.2%31.7%23.7%17.4%5.2%0.86%
Jan 202627.4%27.4%20.5%18.4%5.5%0.74%
Feb 202625.2%30.9%20%16.9%6.2%0.83%
Mar 202627.1%27.1%21.4%18.1%5.4%0.89%
Apr 202627.1%27.1%21.4%18.1%5.4%0.89%
May 202624.6%30%23.8%16.4%4%1.2%
Jun 202627.5%27.5%21.8%18.4%3.7%1.1%
Jul 202627.6%27.6%21.8%18.4%3.7%0.91%
Aug 202629.1%29.1%21.8%16%3.2%0.78%
Sep 202629.8%29.8%19.3%16.3%4%0.8%

  1. 1.Home Bargains

    29.8%

    Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +0.7 points.

  2. 2.TK Maxx

    29.8%

    Held 2nd. 4.1M estimated branded searches, 0% vs prior month. Share +0.7 points.

  3. 3.B&M

    19.3%

    Held 3rd. 2.7M estimated branded searches, -13.4% vs prior month. Share -2.5 points.

  4. 4.The Range

    16.3%

    Held 4th. 2.2M estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Poundland

    4%

    Held 5th. 550K estimated branded searches, +22.2% vs prior month. Share +0.8 points.

  6. 6.Poundstretcher

    0.8%

    Held 6th. 110K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Home Bargains and its closest rivals

Every comparison with Home Bargains

5 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Home Bargains in the United Kingdom rose from 3.4M to 4.1M.
  • Across the 12 months ending September 2026, Home Bargains’ share of searches among discount retailers in the United Kingdom increased from 23.3% to 29.8%.
  • Across the 12 months ending September 2026, Home Bargains’ share of searches among discount retailers in the United Kingdom peaked at 29.8% in September 2026 and was lowest at 21.2% in December 2025.
  • Across the 12 months ending September 2026, Home Bargains rose from 2nd to 1st among discount retailers in the United Kingdom.

How did search popularity change for United Kingdom discount retailers in September 2026?

5 changes

  1. In September 2026, Poundland gained share of searches among discount retailers in the United Kingdom, from 3.2% to 4%.

  2. In September 2026, Home Bargains gained share of searches among discount retailers in the United Kingdom, from 29.1% to 29.8%.

  3. In September 2026, TK Maxx gained share of searches among discount retailers in the United Kingdom, from 29.1% to 29.8%.

  4. In September 2026, B&M lost share of searches among discount retailers in the United Kingdom, from 21.8% to 19.3%.

  5. Estimated monthly branded searches for The Range in the United Kingdom fell 18.2% over 12 measured months, from 2.7M to 2.2M in September 2026.

How are Home Bargains’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Home Bargains’ 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.

  • home bargains

How the Brand Demand Index is measured

Who owns Home Bargains?

Home Bargains is owned by TJ Morris. Brandwave does not track any other brands owned by TJ Morris.

Do you work for Home Bargains? To request corrections or removal please contact us via our support page and we will be happy to assist.

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