Blackwell's vs WHSmith:Which is searched more in United Kingdom?
In September 2026, WHSmith had more branded searches than Blackwell's among bookstores in United Kingdom. WHSmith was estimated to have 165K branded searches compared to Blackwell's’ 90.5K, and held a 61.2% Share of Search versus Blackwell's’ 33.5%.
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Which is more popular in search, Blackwell's or WHSmith?
Compare the bookstores shoppers use. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for WHSmith, Blackwell's. The figures are in the table below the chart.
View monthly share of search table
| Month | WHSmith | Blackwell's | Waterstones | Foyles |
|---|---|---|---|---|
| Oct 2025 | 76.9% | 18.9% | 3.1% | 1.1% |
| Nov 2025 | 76.5% | 18.8% | 3.8% | 0.91% |
| Dec 2025 | 74.9% | 18.4% | 5.5% | 1.1% |
| Jan 2026 | 73.1% | 22% | 3.6% | 1.3% |
| Feb 2026 | 68.5% | 25.1% | 4.1% | 2.2% |
| Mar 2026 | 69.5% | 25.6% | 3.4% | 1.5% |
| Apr 2026 | 70.1% | 25.8% | 2.8% | 1.3% |
| May 2026 | 70.1% | 25.8% | 2.8% | 1.3% |
| Jun 2026 | 65.6% | 29.4% | 3.2% | 1.7% |
| Jul 2026 | 61.6% | 33.8% | 3% | 1.6% |
| Aug 2026 | 61.3% | 33.6% | 3% | 2% |
| Sep 2026 | 61.2% | 33.5% | 3.7% | 1.6% |
How has the Blackwell's and WHSmith comparison changed over the last 12 months?
3 findings
- WHSmith was ahead of Blackwell's in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Blackwell's’ estimated Share of Search among bookstores in United Kingdom moved from 18.9% to 33.5%, and its estimated monthly branded searches held steady at 90.5K.
- Across the 12 months ending September 2026, WHSmith’s estimated Share of Search among bookstores in United Kingdom moved from 76.9% to 61.2%, and its estimated monthly branded searches moved from 368K to 165K.
How did search popularity change for United Kingdom bookstores in September 2026?
1 change
WHSmith’s estimated Share of Search among bookstores in United Kingdom has lost ground for 3 months in a row, from 65.6% to 61.2% in September 2026.
Other head-to-heads among bookstores
How each brand is measured
Brandwave collects information about searches that people make online using Blackwell's’ and WHSmith’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.
Blackwell's
2 branded search terms
- blackwell s
- blackwells
WHSmith
1 branded search term
- wh smith
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