Daunt Books vs WHSmith:Which is more popular?
In September 2026, WHSmith had more branded searches than Daunt Books among bookstores in the United Kingdom. WHSmith had about 165,000 branded searches, while Daunt Books had 74,000. WHSmith made up 44.7% of all bookstore searches we track, and Daunt Books accounted for 20%. When we asked ChatGPT and Google AI Overviews about bookstores, Daunt Books appeared in three of the four answers and WHSmith in none.
Who do people search for more?
WHSmith, about 2 searches for every 1 for Daunt Books
Who does AI mention more?
Daunt Books, mentioned in 3 of 4 answers, WHSmith in 0
Who does AI recommend more?
Daunt Books, the only one of the two named
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Top bookstores in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Daunt Books was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. WHSmith did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Daunt Books3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Foyles3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Topping & Company Booksellers3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Blackwell's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Barter Books2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Waterstones2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- WHSmith0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about bookstores
4 answers
Asked ChatGPT
“Which bookstore should I shop at in the UK?”
Asked ChatGPT
“What are the best bookstores in the UK?”
Asked ChatGPT
“What's the best bookstore in the UK for a good book selection?”
Searched Google, AI Overview
“bookstores uk”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“bookshop uk”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.
Is Daunt Books or WHSmith more popular in search?
This chart shows how often people search Google for Daunt Books and WHSmith by name. Each line represents a brand's share of searches for all seven bookstores we track, month by month, from searches in United Kingdom.
Share of searches by month for WHSmith, Daunt Books. The figures are in the table below the chart.
View monthly share of searches table
| Month | WHSmith | Blackwell's | Daunt Books | Barter Books | Waterstones | Foyles | Topping & Company Booksellers |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 62.4% | 15.4% | 15.3% | 3.1% | 2.5% | 0.92% | 0.39% |
| Nov 2025 | 64.9% | 16% | 13% | 1.7% | 3.2% | 0.78% | 0.38% |
| Dec 2025 | 62% | 15.2% | 15.2% | 1.7% | 4.6% | 0.91% | 0.44% |
| Jan 2026 | 57.8% | 17.4% | 17.4% | 2.8% | 2.8% | 1% | 0.65% |
| Feb 2026 | 50.1% | 18.4% | 22.5% | 3.7% | 3% | 1.6% | 0.75% |
| Mar 2026 | 52.8% | 19.4% | 19.4% | 3.9% | 2.6% | 1.2% | 0.68% |
| Apr 2026 | 54% | 19.9% | 16.3% | 6% | 2.2% | 0.97% | 0.67% |
| May 2026 | 52.1% | 19.2% | 19.2% | 5.8% | 2.1% | 0.93% | 0.72% |
| Jun 2026 | 47.4% | 21.3% | 21.3% | 5.2% | 2.3% | 1.3% | 1.2% |
| Jul 2026 | 44.9% | 24.6% | 20.1% | 6% | 2.2% | 1.2% | 0.92% |
| Aug 2026 | 43.4% | 23.8% | 19.5% | 8.7% | 2.1% | 1.4% | 1% |
| Sep 2026 | 44.7% | 24.5% | 20% | 6% | 2.7% | 1.2% | 0.92% |
How has the Daunt Books and WHSmith comparison changed over the last 12 months?
3 findings
- WHSmith was ahead of Daunt Books in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Daunt Books’ share of searches among bookstores in the United Kingdom moved from 15.3% to 20%, and its estimated monthly branded searches moved from 90.5K to 74K.
- Across the 12 months ending September 2026, WHSmith’s share of searches among bookstores in the United Kingdom moved from 62.4% to 44.7%, and its estimated monthly branded searches moved from 368K to 165K.
How did search popularity change for United Kingdom bookstores in September 2026?
2 changes
In September 2026, WHSmith gained share of searches among bookstores in the United Kingdom, from 43.4% to 44.7%.
In September 2026, Daunt Books gained share of searches among bookstores in the United Kingdom, from 19.5% to 20%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Daunt Books’ and WHSmith’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.
Daunt Books
1 branded search term
- daunt books
WHSmith
1 branded search term
- wh smith
Other head-to-heads among bookstores
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