LoveCrafts vs Wool and the Gang:Which is more popular?
In September 2026, LoveCrafts had more branded searches than Wool and the Gang among yarn shops in the United Kingdom. LoveCrafts had about 49,500 branded searches, while Wool and the Gang had 9,900. LoveCrafts made up 25.1% of all yarn shop searches we track, and Wool and the Gang accounted for 5%. When we asked ChatGPT and Google AI Overviews about yarn shops, LoveCrafts appeared in three of the four answers and Wool and the Gang in none.
Who do people search for more?
LoveCrafts, about 5 searches for every 1 for Wool and the Gang
Who does AI mention more?
LoveCrafts, mentioned in 3 of 4 answers, Wool and the Gang in 0
Who does AI recommend more?
LoveCrafts, the only one of the two named
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Top yarn shops in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, LoveCrafts was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Wool and the Gang 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.
- LoveCrafts3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hobbycraft3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Wool Warehouse2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Black Sheep Wools1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hobbii0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Wool and the Gang0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Laughing Hens0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about yarn shops
4 answers
Asked ChatGPT
“What's the best online yarn shop in the UK?”
Asked ChatGPT
“Where can I buy cheap but good quality knitting yarn in the UK?”
Asked ChatGPT
“Which UK shops sell crochet kits for beginners?”
Searched Google, AI Overview
“yarn”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“knitting wool”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 28, 2026.
Is LoveCrafts or Wool and the Gang more popular in search?
This chart shows how often people search Google for LoveCrafts and Wool and the Gang by name. Each line represents a brand's share of searches for all seven yarn shops we track, month by month, from searches in United Kingdom.
Share of searches by month for LoveCrafts, Wool and the Gang. The figures are in the table below the chart.
View monthly share of searches table
| Month | Wool Warehouse | LoveCrafts | Black Sheep Wools | Hobbii | Wool and the Gang | Laughing Hens | Hobbycraft |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 55.3% | 24.8% | 7.4% | 6.1% | 5% | 0.78% | 0.66% |
| Nov 2025 | 52.9% | 23.7% | 5.8% | 7.1% | 8.7% | 1.1% | 0.63% |
| Dec 2025 | 51.4% | 23.1% | 8.5% | 6.9% | 8.5% | 0.89% | 0.75% |
| Jan 2026 | 51.1% | 28% | 6.9% | 6.9% | 5.6% | 0.91% | 0.61% |
| Feb 2026 | 55.1% | 24.8% | 7.4% | 6.1% | 5% | 0.95% | 0.65% |
| Mar 2026 | 55.2% | 24.8% | 9.1% | 6.1% | 3.3% | 0.95% | 0.5% |
| Apr 2026 | 56.9% | 25.6% | 7.7% | 5.1% | 3.4% | 0.83% | 0.46% |
| May 2026 | 55.4% | 24.8% | 9.1% | 6.1% | 3.3% | 0.8% | 0.54% |
| Jun 2026 | 57.2% | 25.6% | 7.7% | 5.1% | 2.8% | 1% | 0.56% |
| Jul 2026 | 58.3% | 26.1% | 6.4% | 5.2% | 2.8% | 0.64% | 0.57% |
| Aug 2026 | 56.8% | 25.6% | 7.6% | 5.1% | 3.4% | 0.83% | 0.67% |
| Sep 2026 | 55.8% | 25.1% | 7.5% | 5% | 5% | 0.96% | 0.66% |
How has the LoveCrafts and Wool and the Gang comparison changed over the last 12 months?
3 findings
- LoveCrafts was ahead of Wool and the Gang in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, LoveCrafts’ share of searches among yarn shops in the United Kingdom moved from 24.8% to 25.1%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
- Across the 12 months ending September 2026, Wool and the Gang’s share of searches among yarn shops in the United Kingdom held steady at 5%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
How did search popularity change for United Kingdom yarn shops in September 2026?
2 changes
In September 2026, Wool and the Gang gained share of searches among yarn shops in the United Kingdom, from 3.4% to 5%.
Estimated monthly branded searches for LoveCrafts in the United Kingdom fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using LoveCrafts’ and Wool and the Gang’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.
LoveCrafts
1 branded search term
- lovecrafts
Wool and the Gang
1 branded search term
- wool and the gang
Other head-to-heads among yarn shops
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