How popular isEtsy?
In September 2026, people searched for Etsy by name about 1,600 times in the United States, a 44.8% decrease from the previous year. These searches made up 0.26% of all United States personalized gift shop searches, placing Etsy seventh out of eight shops. When we asked both ChatGPT and Google AI Overviews about personalized gift shops, Etsy appeared in all answers and was the most recommended of the eight.
Etsy is the seventh most searched of 8 competitors and the most recommended in AI answers.
ZazzleShare of searches 48.4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
Uncommon GoodsShare of searches 17.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
Personalization MallShare of searches 14.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
Mark & GrahamShare of searches 9.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
EtsyShare of searches 0.26%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
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Top personalized gift shops in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Etsy appeared in all four answers. Etsy is the most recommended of the eight.
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.
- Personalization Mall4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Etsy4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Mark & Graham3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Uncommon Goods2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Zazzle1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Things Remembered1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
CafePress0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
GiftsForYouNow0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about personalized gift shops
4 answers
Asked ChatGPT
“Where's the best place to buy personalized gifts online?”
Asked ChatGPT
“Which site is best for engraved gifts for a wedding or anniversary?”
Asked ChatGPT
“What's a good website for custom monogrammed gifts?”
Searched Google, AI Overview
“personalized gifts”
Searched Google, AI Overview
“monogrammed gifts”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 28, 2026.
Which personalized gift shops compete with Etsy?
Share of searches by month for Zazzle, Uncommon Goods, Personalization Mall, Mark & Graham, Things Remembered, Etsy. The figures are in the table below the chart.
View monthly share of searches table
| Month | Zazzle | Uncommon Goods | Personalization Mall | Mark & Graham | Things Remembered | CafePress | Etsy | GiftsForYouNow |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.9% | 27.3% | 18.3% | 6.7% | 5.5% | 0.9% | 0.32% | 0.08% |
| Nov 2025 | 21.4% | 39.2% | 26.2% | 7.9% | 4.3% | 0.58% | 0.31% | 0.09% |
| Dec 2025 | 17.9% | 39.9% | 26.7% | 8% | 6.6% | 0.59% | 0.26% | 0.09% |
| Jan 2026 | 51.9% | 15.5% | 15.5% | 8.5% | 7% | 1.1% | 0.27% | 0.08% |
| Feb 2026 | 54.3% | 13.4% | 16.2% | 7.3% | 7.3% | 1.2% | 0.24% | 0.09% |
| Mar 2026 | 56.9% | 13.9% | 13.9% | 7.7% | 6.3% | 1% | 0.24% | 0.09% |
| Apr 2026 | 48.4% | 14.5% | 17.8% | 9.7% | 8% | 1.3% | 0.25% | 0.08% |
| May 2026 | 46.1% | 16.9% | 16.9% | 9.3% | 9.3% | 1.2% | 0.3% | 0.09% |
| Jun 2026 | 45.1% | 16.5% | 16.5% | 11.1% | 9.1% | 1.2% | 0.54% | 0.09% |
| Jul 2026 | 50.1% | 12.3% | 15.1% | 12.3% | 8.2% | 1.3% | 0.48% | 0.08% |
| Aug 2026 | 49.8% | 15% | 15% | 10% | 8.2% | 1.6% | 0.26% | 0.1% |
| Sep 2026 | 48.4% | 17.7% | 14.6% | 9.7% | 8% | 1.3% | 0.26% | 0.09% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 48.4% | 301K | 0% | -1.4 points | |
| 2, moved from 3rd to 2nd | 17.7% | 110K | +21.5% | +2.7 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 14.6% | 90.5K | 0% | -0.4 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 9.7% | 60.5K | 0% | -0.3 points | |
| 5, held 5th | 8% | 49.5K | 0% | -0.2 points | |
| 6, held 6th | 1.3% | 8.1K | -18.2% | -0.3 points | |
| 7, held 7th | 0.26% | 1.6K | 0% | 0 points | |
| 8, held 8th | 0.09% | 590 | 0% | 0 points |
1.
Zazzle48.4%
Held 1st. 301K estimated branded searches, 0% vs prior month. Share -1.4 points.
17.7%
Moved from 3rd to 2nd. 110K estimated branded searches, +21.5% vs prior month. Share +2.7 points.
14.6%
Moved from 2nd to 3rd. 90.5K estimated branded searches, 0% vs prior month. Share -0.4 points.
9.7%
Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
1.3%
Held 6th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
7.
Etsy0.26%
Held 7th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.
0.09%
Held 8th. 590 estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Etsy and its closest rivals
Every comparison with Etsy
7 comparisons
How has branded search demand for Etsy changed in the United States over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Etsy in the United States fell from 2.9K to 1.6K.
- Across the 12 months ending September 2026, Etsy’s share of searches among personalized gift shops in the United States held steady, from 0.32% to 0.26%.
How did search popularity change for United States personalized gift shops in September 2026?
6 changes
In September 2026, Uncommon Goods overtook Personalization Mall to rank 2nd among personalized gift shops in the United States, with 17.7% of the searches.
In September 2026, Zazzle lost share of searches among personalized gift shops in the United States, from 49.8% to 48.4%.
Personalization Mall’s share of searches among personalized gift shops in the United States has lost ground for 3 months in a row, from 16.5% to 14.6% in September 2026.
Things Remembered’s share of searches among personalized gift shops in the United States has lost ground for 3 months in a row, from 9.1% to 8% in September 2026.
Estimated monthly branded searches for Etsy in the United States fell 44.8% over 12 measured months, from 2.9K to 1.6K in September 2026.
Estimated monthly branded searches for GiftsForYouNow in the United States fell 18.1% over 12 measured months, from 720 to 590 in September 2026.
How are Etsy’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Etsy’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- etsy personalized gifts
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