ITS vs Toolstation:Which is more popular?
In September 2026, ITS had more branded searches than Toolstation among power tool retailers in the United Kingdom. ITS had about 49,500 branded searches, while Toolstation had 90. ITS made up 42.5% of all power tool retailer searches we track, and Toolstation accounted for 0.08%. When we asked ChatGPT and Google AI Overviews about power tool retailers, Toolstation appeared in four of the five answers and ITS in three. Toolstation was mentioned before ITS in every answer.
Who do people search for more?
ITS, about 550 searches for every 1 for Toolstation
Who does AI mention more?
Toolstation, mentioned in 4 of 5 answers, ITS in 3
Who does AI recommend more?
Toolstation, named ahead of ITS in every answer
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Top power tool retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Toolstation was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. ITS was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Toolstation was listed before ITS in every answer.
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.
- Toolstation4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- ITS3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Screwfix3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Power Tool World1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Toolden0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
D&M Tools0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tooled-Up0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Anglia Tool Centre0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about power tool retailers
5 answers
Asked ChatGPT
“What's the best online shop for power tools in the UK?”
Asked ChatGPT
“Where do UK tradespeople get the best deals on cordless tool kits?”
- 1ITS
- 1
Asked ChatGPT
“Which UK tool shops have the fastest delivery?”
Searched Google, AI Overview
“power tools”
Searched Google, AI Overview
“cordless drill”
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 ITS or Toolstation more popular in search?
This chart shows how often people search Google for ITS and Toolstation by name. Each line represents a brand's share of searches for all eight power tool retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for ITS, Toolstation. The figures are in the table below the chart.
View monthly share of searches table
| Month | ITS | Toolden | Power Tool World | D&M Tools | Tooled-Up | Anglia Tool Centre | Screwfix | Toolstation |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.5% | 31.5% | 17.3% | 9.4% | 1.5% | 1.2% | 0.46% | 0.11% |
| Nov 2025 | 45.8% | 25% | 20.5% | 6.1% | 1.2% | 0.99% | 0.36% | 0.09% |
| Dec 2025 | 40% | 26.8% | 21.9% | 8% | 1.3% | 1.3% | 0.58% | 0.11% |
| Jan 2026 | 37.5% | 30.6% | 20.5% | 7.5% | 1.8% | 1.5% | 0.55% | 0.08% |
| Feb 2026 | 44% | 29.4% | 16.1% | 7.2% | 1.4% | 1.4% | 0.43% | 0.08% |
| Mar 2026 | 42.3% | 28.3% | 19% | 6.9% | 1.6% | 1.4% | 0.41% | 0.08% |
| Apr 2026 | 37.5% | 30.7% | 20.6% | 7.5% | 1.8% | 1.5% | 0.44% | 0.05% |
| May 2026 | 37.6% | 30.7% | 20.6% | 7.5% | 1.8% | 1.2% | 0.45% | 0.08% |
| Jun 2026 | 39.3% | 32.1% | 17.5% | 7.9% | 1.8% | 0.97% | 0.38% | 0.09% |
| Jul 2026 | 39.4% | 32.2% | 17.6% | 7.9% | 1.6% | 0.86% | 0.38% | 0.07% |
| Aug 2026 | 39.4% | 32.2% | 17.6% | 7.9% | 1.6% | 0.97% | 0.38% | 0.09% |
| Sep 2026 | 42.5% | 28.4% | 19.1% | 7% | 1.6% | 0.86% | 0.41% | 0.08% |
Toolstation sells other things too, so only its searches that name this product count here, like “toolstation power tools”.
How has the ITS and Toolstation comparison changed over the last 12 months?
3 findings
- ITS was ahead of Toolstation in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ITS’s share of searches among power tool retailers in the United Kingdom moved from 38.5% to 42.5%, and its estimated monthly branded searches held steady at 49.5K.
- Across the 12 months ending September 2026, Toolstation’s share of searches among power tool retailers in the United Kingdom moved from 0.11% to 0.08%, and its estimated monthly branded searches moved from 140 to 90.
How did search popularity change for United Kingdom power tool retailers in September 2026?
2 changes
In September 2026, ITS gained share of searches among power tool retailers in the United Kingdom, from 39.4% to 42.5%.
Estimated monthly branded searches for Toolstation in the United Kingdom fell 35.7% over 12 measured months, from 140 to 90 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ITS’s and Toolstation’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.
ITS
1 branded search term
- its tools
Toolstation
1 branded search term
- toolstation power tools
Other head-to-heads among power tool retailers
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