Black Sheep Wools vs Hobbycraft:Which is more popular in the United Kingdom?
In September 2026, Black Sheep Wools had more branded searches than Hobbycraft among yarn shops in the United Kingdom. Black Sheep Wools had about 14,800 branded searches, while Hobbycraft had 1,300. Black Sheep Wools made up 7.5% of all yarn shop searches we track, and Hobbycraft accounted for 0.66%. When we asked ChatGPT and Google AI Overviews about yarn shops, Hobbycraft appeared in three of the four answers and Black Sheep Wools in one. Black Sheep Wools and Hobbycraft were each mentioned first in one of the two answers that named either.
Who do people search for more?
Black Sheep Wools, about 11 searches for every 1 for Hobbycraft
Who does AI mention more?
Hobbycraft, mentioned in 3 of 4 answers, Black Sheep Wools in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top yarn shops in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Hobbycraft was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Black Sheep Wools was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Black Sheep Wools and Hobbycraft were each listed first in one of the two answers that named either.
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 Black Sheep Wools or Hobbycraft more popular in search?
This chart shows how often people search Google for Black Sheep Wools and Hobbycraft 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 Black Sheep Wools, Hobbycraft. 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 branded search for Black Sheep Wools and Hobbycraft changed in the United Kingdom over the last 12 months?
3 findings
- Black Sheep Wools was ahead of Hobbycraft in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Black Sheep Wools’ share of searches among yarn shops in the United Kingdom moved from 7.4% to 7.5%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
- Across the 12 months ending September 2026, Hobbycraft’s share of searches among yarn shops in the United Kingdom held steady at 0.66%, and its estimated monthly branded searches moved from 1.6K to 1.3K.
How did search popularity change for United Kingdom yarn shops in September 2026?
2 changes
Estimated monthly branded searches for Hobbycraft in the United Kingdom fell 18.8% over 12 measured months, from 1.6K to 1.3K in September 2026.
Estimated monthly branded searches for Black Sheep Wools in the United Kingdom fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.
How are Black Sheep Wools’ and Hobbycraft’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Black Sheep Wools’ and Hobbycraft’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.
Black Sheep Wools
1 branded search term
- black sheep wools
Hobbycraft
1 branded search term
- hobbycraft yarn
Other head-to-heads among yarn shops
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