Big Yellow vs Shurgard:Which is more popular?
In September 2026, Big Yellow had more branded searches than Shurgard among storage facilities in the United Kingdom. Big Yellow had about 26,600 branded searches, while Shurgard had 8,100. Big Yellow made up 60.2% of all storage facility searches we track, and Shurgard accounted for 18.3%. When we asked ChatGPT and Google AI Overviews about storage facilities, Big Yellow appeared in four of the five answers and Shurgard in three. Big Yellow and Shurgard were each mentioned first in two of the four answers.
Who do people search for more?
Big Yellow, about 3 searches for every 1 for Shurgard
Who does AI mention more?
Big Yellow, mentioned in 4 of 5 answers, Shurgard in 3
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top storage facilities in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Big Yellow was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Shurgard was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Big Yellow and Shurgard were each listed first in two of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Big Yellow1st
Safestore2nd
Shurgard3rd
StorageMart–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Safestore5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Big Yellow4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Shurgard3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- StorageMart0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about storage facilities
5 answers
Asked ChatGPT
“Which storage facility should I use in the UK?”
Asked ChatGPT
“What are the best storage facilities in the UK?”
Asked ChatGPT
“What's the best storage facility in the UK for storing furniture?”
Searched Google, AI Overview
“storage facilities”
Searched Google, AI Overview
“cheap storage units”
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 Big Yellow or Shurgard more popular in search?
This chart shows how often people search Google for Big Yellow and Shurgard by name. Each line represents a brand's share of searches for all four storage facility brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Big Yellow, Shurgard. The figures are in the table below the chart.
View monthly share of searches table
| Month | Big Yellow | Shurgard | StorageMart | Safestore |
|---|---|---|---|---|
| Oct 2025 | 65.5% | 16.3% | 10.9% | 7.3% |
| Nov 2025 | 61.9% | 18.8% | 12.6% | 6.7% |
| Dec 2025 | 66.5% | 16.5% | 11% | 6% |
| Jan 2026 | 62.7% | 18.4% | 12.3% | 6.6% |
| Feb 2026 | 64.1% | 15.9% | 13% | 7% |
| Mar 2026 | 61.1% | 19.2% | 12.8% | 6.9% |
| Apr 2026 | 61.1% | 19.2% | 12.8% | 6.9% |
| May 2026 | 65.8% | 16.9% | 11.3% | 6.1% |
| Jun 2026 | 62.6% | 19.1% | 12.7% | 5.6% |
| Jul 2026 | 59.4% | 18.7% | 15.2% | 6.7% |
| Aug 2026 | 57.8% | 21.5% | 14.3% | 6.3% |
| Sep 2026 | 60.2% | 18.3% | 14.9% | 6.6% |
How has the Big Yellow and Shurgard comparison changed over the last 12 months?
3 findings
- Big Yellow was ahead of Shurgard in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Big Yellow’s share of searches among storage facilities in the United Kingdom moved from 65.5% to 60.2%, and its estimated monthly branded searches moved from 32.5K to 26.6K.
- Across the 12 months ending September 2026, Shurgard’s share of searches among storage facilities in the United Kingdom moved from 16.3% to 18.3%, and its estimated monthly branded searches held steady at 8.1K.
How did search popularity change for United Kingdom storage facilities in September 2026?
2 changes
In September 2026, Big Yellow gained share of searches among storage facilities in the United Kingdom, from 57.8% to 60.2%.
In September 2026, Shurgard lost share of searches among storage facilities in the United Kingdom, from 21.5% to 18.3%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Big Yellow’s and Shurgard’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.
Big Yellow
2 branded search terms
- big yellow
- big yellow storage
Shurgard
1 branded search term
- shurgard
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