Dunelm vs Litecraft:Which is more popular?
In September 2026, Dunelm had more branded searches than Litecraft among lighting retailers in the United Kingdom. Dunelm had about 18,100 branded searches, while Litecraft had 2,900. Dunelm made up 20.1% of all lighting retailer searches we track, and Litecraft accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about lighting retailers, Dunelm appeared in three of the five answers and Litecraft in one. Dunelm was mentioned before Litecraft in three out of four answers.
Who do people search for more?
Dunelm, about 6 searches for every 1 for Litecraft
Who does AI mention more?
Dunelm, mentioned in 3 of 5 answers, Litecraft in 1
Who does AI recommend more?
Dunelm, named ahead of Litecraft in 3 of 4 answers
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Top lighting retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dunelm was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Litecraft was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Dunelm was listed before Litecraft in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Dunelm1st
John Lewis2nd
Pooky3rd
Habitat4th
Lights.co.uk5th
Jim Lawrence6th
Litecraft7th
Lights4fun–
Dowsing & Reynolds–
Pagazzi–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Dunelm3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Pooky2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- John Lewis2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Habitat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Jim Lawrence1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Lights.co.uk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Litecraft1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Lights4fun0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dowsing & Reynolds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Pagazzi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about lighting retailers
5 answers
Asked ChatGPT
“Where's the best place to buy ceiling lights in the UK?”
Asked ChatGPT
“Which UK shops sell stylish lamps that aren't too expensive?”
Asked ChatGPT
“What are good UK lighting shops for a kitchen renovation?”
Searched Google, AI Overview
“ceiling lights”
Searched Google, AI Overview
“table lamps”
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 Dunelm or Litecraft more popular in search?
This chart shows how often people search Google for Dunelm and Litecraft by name. Each line represents a brand's share of searches for all ten lighting retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Dunelm, Litecraft. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dunelm | Pooky | Lights4fun | John Lewis | Jim Lawrence | Dowsing & Reynolds | Lights.co.uk | Litecraft | Pagazzi | Habitat |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.7% | 21.7% | 14.5% | 14.5% | 9.7% | 6.5% | 2.3% | 2.9% | 4.3% | 1.9% |
| Nov 2025 | 16.3% | 19.9% | 29.8% | 10.9% | 7.3% | 6% | 2.2% | 2.2% | 4% | 1.4% |
| Dec 2025 | 15% | 18.4% | 33.6% | 10% | 8.2% | 5.5% | 2% | 2.4% | 3.6% | 1.3% |
| Jan 2026 | 23.2% | 23.2% | 10.4% | 12.7% | 10.4% | 6.9% | 2.5% | 3.1% | 5.7% | 2.1% |
| Feb 2026 | 24.9% | 20.3% | 7.4% | 13.6% | 11.1% | 7.4% | 2.7% | 3.3% | 7.4% | 1.8% |
| Mar 2026 | 19.9% | 24.4% | 8.9% | 13.3% | 10.9% | 8.9% | 2.6% | 3.2% | 5.9% | 1.8% |
| Apr 2026 | 18.9% | 23.1% | 12.7% | 12.7% | 12.7% | 8.4% | 3.1% | 3.1% | 3.7% | 1.7% |
| May 2026 | 19.4% | 23.7% | 13% | 10.6% | 13% | 8.6% | 3.1% | 3.1% | 3.8% | 1.7% |
| Jun 2026 | 20.8% | 25.5% | 11.4% | 11.4% | 11.4% | 9.3% | 2.7% | 2.7% | 3.4% | 1.4% |
| Jul 2026 | 19.2% | 28.7% | 12.8% | 10.5% | 10.5% | 8.5% | 3.1% | 2.5% | 3.1% | 1.1% |
| Aug 2026 | 20% | 24.6% | 13.4% | 11% | 11% | 9% | 3.2% | 3.2% | 3.2% | 1.4% |
| Sep 2026 | 20.1% | 20.1% | 16.5% | 13.5% | 11% | 7.3% | 3.2% | 3.2% | 3.2% | 1.8% |
Dunelm sells other things too, so only its searches that name this product count here, like “dunelm lighting”.
How has the Dunelm and Litecraft comparison changed over the last 12 months?
3 findings
- Dunelm was ahead of Litecraft in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dunelm’s share of searches among lighting retailers in the United Kingdom moved from 21.7% to 20.1%, and its estimated monthly branded searches moved from 27.1K to 18.1K.
- Across the 12 months ending September 2026, Litecraft’s share of searches among lighting retailers in the United Kingdom moved from 2.9% to 3.2%, and its estimated monthly branded searches moved from 3.6K to 2.9K.
How did search popularity change for United Kingdom lighting retailers in September 2026?
2 changes
In September 2026, Dunelm rose from 2nd to 1st among lighting retailers in the United Kingdom.
Estimated monthly branded searches for Litecraft 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 Dunelm’s and Litecraft’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 lighting retailers
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