GO Outdoors vs Millets:Which is more popular?
In September 2026, GO Outdoors had more branded searches than Millets among outdoor retailers in the United Kingdom. GO Outdoors had about 550,000 branded searches, while Millets had 49,500. GO Outdoors made up 25.2% of all outdoor retailer searches we track, and Millets accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about outdoor retailers, GO Outdoors appeared in all three answers and Millets in none.
Who do people search for more?
GO Outdoors, about 11 searches for every 1 for Millets
Who does AI mention more?
GO Outdoors, mentioned in every answer we collected
Who does AI recommend more?
GO Outdoors, the only one of the two named
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Top outdoor retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, GO Outdoors appeared in all three answers. Millets did not appear in any of the three 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.
- GO Outdoors3 of 3Named in 3 of 3 ChatGPT answers
Cotswold Outdoor3 of 3Named in 3 of 3 ChatGPT answers
Decathlon2 of 3Named in 2 of 3 ChatGPT answers
Mountain Warehouse2 of 3Named in 2 of 3 ChatGPT answers
Ellis Brigham2 of 3Named in 2 of 3 ChatGPT answers
Trespass1 of 3Named in 1 of 3 ChatGPT answers
Millets0 of 3Named in 0 of 3 ChatGPT answers
Snow+Rock0 of 3Named in 0 of 3 ChatGPT answers
Blacks0 of 3Named in 0 of 3 ChatGPT answers
See every answer about outdoor retailers
3 answers
Asked ChatGPT
“Where should I buy walking boots and camping gear in the UK?”
Asked ChatGPT
“What are the best outdoor shops in the UK?”
Asked ChatGPT
“Which outdoor shop in the UK has the best waterproof jackets?”
Searched Google, AI Overview
“outdoor shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“camping shop”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is GO Outdoors or Millets more popular in search?
This chart shows how often people search Google for GO Outdoors and Millets by name. Each line represents a brand's share of searches for all nine outdoor retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for GO Outdoors, Millets. The figures are in the table below the chart.
View monthly share of searches table
| Month | Decathlon | GO Outdoors | Mountain Warehouse | Cotswold Outdoor | Millets | Ellis Brigham | Snow+Rock | Blacks | Trespass |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.1% | 31.1% | 25.4% | 6.2% | 2.8% | 1.3% | 1.5% | 0.31% | 0.2% |
| Nov 2025 | 31% | 31% | 25.5% | 6.2% | 2.3% | 1.5% | 1.9% | 0.31% | 0.2% |
| Dec 2025 | 26.3% | 31.9% | 26.3% | 7.9% | 2.9% | 1.9% | 2.4% | 0.32% | 0.17% |
| Jan 2026 | 30.5% | 30.5% | 25.1% | 6.1% | 2.8% | 1.8% | 2.8% | 0.37% | 0.16% |
| Feb 2026 | 32.3% | 32.3% | 21.6% | 6.5% | 2.4% | 1.9% | 2.4% | 0.39% | 0.17% |
| Mar 2026 | 36.8% | 30.1% | 20.1% | 6% | 2.7% | 1.8% | 1.8% | 0.36% | 0.2% |
| Apr 2026 | 42.3% | 28.5% | 19% | 5.7% | 2.1% | 1.1% | 0.77% | 0.34% | 0.19% |
| May 2026 | 38.1% | 31.4% | 21% | 5.1% | 2.3% | 1% | 0.56% | 0.31% | 0.21% |
| Jun 2026 | 38.8% | 31.9% | 21.3% | 4.3% | 1.9% | 0.86% | 0.47% | 0.21% | 0.21% |
| Jul 2026 | 41% | 33.6% | 18.5% | 3.7% | 1.7% | 0.91% | 0.41% | 0.18% | 0.15% |
| Aug 2026 | 38.1% | 31.2% | 21% | 5.2% | 2.3% | 1% | 0.69% | 0.31% | 0.21% |
| Sep 2026 | 37.8% | 25.2% | 25.2% | 6.2% | 2.3% | 1.5% | 1% | 0.37% | 0.37% |
How has the GO Outdoors and Millets comparison changed over the last 12 months?
3 findings
- GO Outdoors was ahead of Millets in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, GO Outdoors’ share of searches among outdoor retailers in the United Kingdom moved from 31.1% to 25.2%, and its estimated monthly branded searches moved from 823K to 550K.
- Across the 12 months ending September 2026, Millets’ share of searches among outdoor retailers in the United Kingdom moved from 2.8% to 2.3%, and its estimated monthly branded searches moved from 74K to 49.5K.
How did search popularity change for United Kingdom outdoor retailers in September 2026?
2 changes
In September 2026, GO Outdoors lost share of searches among outdoor retailers in the United Kingdom, from 31.2% to 25.2%.
Estimated monthly branded searches for Millets in the United Kingdom fell 33.1% over 12 measured months, from 74K to 49.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using GO Outdoors’ and Millets’ 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.
GO Outdoors
1 branded search term
- go outdoors
Millets
1 branded search term
- millets
Other head-to-heads among outdoor retailers
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