Brandwave

Gardening Express vs Thompson & Morgan:Which is more popular?

In September 2026, Thompson & Morgan had more branded searches than Gardening Express among online plant retailers in the United Kingdom. Thompson & Morgan had about 49,500 branded searches, while Gardening Express had 33,100. Thompson & Morgan made up 29% of all online plant retailer searches we track, and Gardening Express accounted for 19.4%. When we asked ChatGPT and Google AI Overviews about online plant retailers, Gardening Express and Thompson & Morgan each appeared in two of the five answers. Gardening Express was mentioned before Thompson & Morgan in two out of three answers that named either.

Among online plant retailers in the United Kingdom in September 2026

Who do people search for more?

Thompson & Morgan, about 50% more searches than Gardening Express

Thompson & Morgan 49.5K searchesGardening Express 33.1K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Gardening Express in 2 of 5Thompson & Morgan in 2 of 5

Who does AI recommend more?

Gardening Express, named ahead of Thompson & Morgan in 2 of 3 answers

Gardening Express first in 2Thompson & Morgan first in 1

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Top online plant retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gardening Express was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Thompson & Morgan was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Gardening Express was listed before Thompson & Morgan in two out of three answers that named either.

Most recommended by AI

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

  1. Crocus1st
  2. Patch2nd
  3. Gardening Express3rd
  4. RHS Plants4th
  5. Thompson & Morgan5th
  6. Beards & Daisies6th
  7. J Parker's–
  8. YouGarden–
  9. Suttons–

Mentioned by AI

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

  • Crocus5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Patch4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Thompson & Morgan2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gardening Express2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Beards & Daisies2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • RHS Plants2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • J Parker's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • YouGarden0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Suttons0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about online plant retailers

5 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 27, 2026.

Is Gardening Express or Thompson & Morgan more popular in search?

This chart shows how often people search Google for Gardening Express and Thompson & Morgan by name. Each line represents a brand's share of searches for all nine online plant retailers we track, month by month, from searches in United Kingdom.

Gardening Express and Thompson & Morgan among online plant retailers in the United Kingdom, by month

Share of searches by month for Thompson & Morgan, Gardening Express. The figures are in the table below the chart.

View monthly share of searches table
MonthThompson & MorganGardening ExpressJ Parker'sYouGardenBeards & DaisiesPatchSuttonsRHS PlantsCrocus
Oct 202527.8%22.8%12.4%10.2%6.8%10.2%4.5%3%2.3%
Nov 202527.4%22.4%10%10%8.2%12.2%5.5%2.4%1.8%
Dec 202525.9%21.3%7.8%7.8%11.6%14.2%7.8%2.3%1.5%
Jan 202629%15.9%10.6%8.7%8.7%10.6%13%2.1%1.3%
Feb 202631.1%13.9%11.4%11.4%6.2%7.6%13.9%2.3%2.1%
Mar 202631.3%17.2%14.1%14.1%4.2%5.2%9.4%2.3%2.1%
Apr 202635.5%15.9%13%15.9%3.2%4.8%7.1%2.6%2%
May 202633.1%18.2%12.2%18.2%3.6%4.4%5.4%3%1.9%
Jun 202628.4%23.3%10.4%15.6%5.7%7%3.8%3.8%2%
Jul 202628.7%23.5%10.5%12.9%7%7%3.8%3.8%2.9%
Aug 202627%22.1%12.1%12.1%8.1%8.1%4.4%3.6%2.7%
Sep 202629%19.4%13%10.6%7.1%7.1%7.1%3.9%2.9%

How has the Gardening Express and Thompson & Morgan comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Thompson & Morgan gained share of searches among online plant retailers in the United Kingdom, from 27% to 29%.

  2. In September 2026, Gardening Express lost share of searches among online plant retailers in the United Kingdom, from 22.1% to 19.4%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Gardening Express’ and Thompson & Morgan’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.

Gardening Express

1 branded search term

  • gardening express

Thompson & Morgan

1 branded search term

  • thompson and morgan

How the Brand Demand Index is measured

Other head-to-heads among online plant retailers

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