Brandwave

Rugs Direct vs Wayfair:Which is more popular in the United Kingdom?

In September 2026, Rugs Direct had more branded searches than Wayfair among rug retailers in the United Kingdom. Rugs Direct had about 14,800 branded searches, while Wayfair had 12,100. Rugs Direct made up 5.9% of all rug retailer searches we track, and Wayfair accounted for 4.8%. When we asked ChatGPT and Google AI Overviews about rug retailers, Rugs Direct and Wayfair each appeared in two of the five answers. Rugs Direct was mentioned before Wayfair in two out of three answers that named either.

Among rug retailers in the United Kingdom in September 2026

Who do people search for more?

Rugs Direct, about 22% more searches than Wayfair

Rugs Direct 14.8K searchesWayfair 12.1K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Rugs Direct in 2 of 5Wayfair in 2 of 5

Who does AI recommend more?

Rugs Direct, named ahead of Wayfair in 2 of 3 answers

Rugs Direct first in 2Wayfair first in 1

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Top rug retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rugs Direct was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Wayfair was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Rugs Direct was listed before Wayfair in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dunelm1st
  2. IKEA2nd
  3. Ruggable3rd
  4. Next3rd
  5. Habitat5th
  6. Rugs Direct6th
  7. La Redoute7th
  8. Wayfair8th
  9. John Lewis9th
  10. The Rug Seller10th
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Dunelm5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • IKEA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ruggable4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Lewis2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rugs Direct2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wayfair2 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
  • La Redoute2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Land of Rugs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+1 more

See every answer about rug retailers

5 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Is Rugs Direct or Wayfair more popular in search?

This chart shows how often people search Google for Rugs Direct and Wayfair by name. Each line represents a brand's share of searches for all 11 rug retailers we track, month by month, from searches in United Kingdom.

Rugs Direct and Wayfair among rug retailers in the United Kingdom, by month

Share of searches by month for Rugs Direct, Wayfair. The figures are in the table below the chart.

View monthly share of searches table
MonthDunelmIKEARuggableNextJohn LewisRugs DirectWayfairHabitatLa RedouteLand of RugsThe Rug Seller
Oct 202532.4%17.8%21.8%8%6.5%5.3%4.4%2.4%0.85%0.38%0.26%
Nov 202531%17.1%20.9%9.3%6.3%5.1%6.3%2.3%1%0.45%0.25%
Dec 202535.5%15.9%19.4%8.7%5.8%5.8%4.7%2.6%0.94%0.39%0.23%
Jan 202632.6%17.8%17.8%9.8%6.5%5.3%5.3%2.9%1%0.47%0.26%
Feb 202632.9%18%18%9.9%6.6%5.4%4.4%2.9%1.1%0.45%0.26%
Mar 202633.5%18.3%18.3%8.2%6.7%5.5%5.5%2.4%0.86%0.45%0.22%
Apr 202631.1%17%20.8%9.3%6.2%6.2%5.1%2.8%0.98%0.37%0.25%
May 202633.8%18.5%18.5%8.3%6.8%5.5%4.5%2.5%1.1%0.4%0.27%
Jun 202636.3%16.2%19.8%7.3%5.9%5.9%4.9%2.2%0.96%0.35%0.23%
Jul 202630.1%20.1%20.1%9%6%6%4.9%2.2%0.97%0.36%0.24%
Aug 202633.2%18.2%18.2%10%6.6%5.4%4.4%2.4%1.1%0.26%0.26%
Sep 202629.6%19.8%19.8%8.9%7.2%5.9%4.8%2.6%0.96%0.24%0.19%

How has branded search for Rugs Direct and Wayfair changed in the United Kingdom over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Wayfair took it in November 2025, Rugs Direct took it in December 2025.
  • Across the 12 months ending September 2026, Rugs Direct’s share of searches among rug retailers in the United Kingdom moved from 5.3% to 5.9%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
  • Across the 12 months ending September 2026, Wayfair’s share of searches among rug retailers in the United Kingdom moved from 4.4% to 4.8%, and its estimated monthly branded searches moved from 14.8K to 12.1K.

How did search popularity change for United Kingdom rug retailers in September 2026?

2 changes

  1. Estimated monthly branded searches for Wayfair in the United Kingdom fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026.

  2. Estimated monthly branded searches for Rugs Direct in the United Kingdom fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.

How are Rugs Direct’s and Wayfair’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Rugs Direct’s and Wayfair’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.

Rugs Direct

1 branded search term

  • rugs direct

Wayfair

1 branded search term

  • wayfair rugs

How the Brand Demand Index is measured

Other head-to-heads among rug retailers

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