Safestore vs Shurgard:Which is more popular?
In September 2026, Shurgard had more branded searches than Safestore among storage facilities in the United Kingdom. Shurgard had about 8,100 branded searches, while Safestore had 2,900. Shurgard made up 18.3% of all storage facility searches we track, and Safestore accounted for 6.6%. When we asked ChatGPT and Google AI Overviews about storage facilities, Safestore appeared in all five answers and Shurgard in three. Safestore was mentioned before Shurgard in three out of four answers.
Who do people search for more?
Shurgard, about 3 searches for every 1 for Safestore
Who does AI mention more?
Safestore, mentioned in every answer we collected
Who does AI recommend more?
Safestore, named ahead of Shurgard in 3 of 4 answers
Follow Safestore vs Shurgard and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top storage facilities in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Safestore appeared in all five answers. Shurgard was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Safestore was listed before Shurgard in three out of 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.
Share of searches by month for Shurgard, Safestore. 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 Safestore and Shurgard comparison changed over the last 12 months?
3 findings
- Shurgard was ahead of Safestore in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Safestore’s share of searches among storage facilities in the United Kingdom moved from 7.3% to 6.6%, and its estimated monthly branded searches moved from 3.6K to 2.9K.
- 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, Shurgard lost share of searches among storage facilities in the United Kingdom, from 21.5% to 18.3%.
Estimated monthly branded searches for Safestore in the United Kingdom fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Safestore’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.
Other head-to-heads among storage facilities
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.