Brand page · Books · New Zealand
Whitcoulls: 492K visits a month, 4 active Meta ads, Gravity score 556.
Whitcoulls — Whitcoulls is a New Zealand book store chain that sells books, stationery, toys, games & puzzles, art & craft, gifts and more. In September 2026 whitcoulls.co.nz drew an estimated 492K visits, down 14% on the month before. It ranks #2 of 282 Books brands in New Zealand and holds a 2.0 Trustpilot rating over 11 reviews.
Updated Traffic Sept 2026Meta ads 7 Oct 2026Google ads 21 Oct 2026Trustpilot Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 9 peers: Books brands in New Zealand with 100K–1M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
Whitcoulls is a New Zealand book store chain that sells books, stationery, toys, games & puzzles, art & craft, gifts and more.
01 · Traffic
How much traffic Whitcoulls gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Whitcoulls drew an estimated 492K visits in September 2026, down 14% on the month before and up 5% over three months.
- Worldwide#25,158of 4.5M sites · Top 1%
- In New Zealand#68of 26.3K sites · Top 1%
- Books, worldwide#233of 53,824 brands · Top 1%
- Books, New Zealand#2of 282 brands · Top 1%
492K
estimated visits in September
1 mo ▼ −13.9%4 mo ▲ +4.6%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Whitcoulls.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Whitcoulls holds 2.0 out of 5 on Trustpilot over 11 reviews, 4 of them in the last twelve months: 9% of customers give five stars and 91% one star.
Game Store Children's Toys Store Toy Store
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Whitcoulls sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Gravity by Benchr has not read Whitcoulls's catalogue yet.
Data not available
Data not available
Share of the catalogue by product family.
The dominant category places Whitcoulls in its comparison group.
- Average rating
- Data not available
- Rated products
- Data not available
- In stock
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- Upper price quartile
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- Currency
- Data not available
04 · Ads
What Whitcoulls is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Whitcoulls runs Meta ads on Facebook, Instagram, and has advertised on Google since August 2022 (image, text, video).
WhitcoullsWhitcoulls27 Sept 2026image
The 2026 Whitcoulls Kids' Top 50 List!Whitcoulls26 Sept 2026image- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad21 Oct 2026Whitcoulls 2011 Limitedverified
Text ad21 Oct 2026Whitcoulls 2011 Limitedverified
Text ad20 Oct 2026Whitcoulls 2011 Limitedverified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about Whitcoulls.
The creators who tag @whitcoulls_nz on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @whitcoulls_nz on Instagram, led by Walker Books Australia (19.5K followers, 1.1% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| WWalker Books Australia@walkerbooksaus · 🇦🇺 AU | History culture education Creator | 19.5K | 1.1% | 1 | Tagged @whitcoulls_nz |
06 · Competitors according to Gravity
Who Whitcoulls competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Whitcoulls among Books brands in New Zealand. The closest is Paper Plus, then Book Hero, Penguin Books New Zealand, Eason, waterstones.com, Norli Bokhandel.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Paper Pluspaperplus.co.nz | |||||||
| Book Herobookhero.co.nz | |||||||
| Penguin Books New Zealandpenguin.co.nz | |||||||
| Easoneasons.com | |||||||
| waterstones.comwaterstones.com | |||||||
| Norli Bokhandelnorli.no |
07 · Company
The company behind Whitcoulls.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Whitcoulls is a company based in New Zealand, on a domain registered in November 1996. It employs about 134 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇳🇿 New Zealand
- Founded
- Data not available
- Domain registered
- 24 Nov 1996
- Share capital
- Data not available
- Status
- Data not available
- President
- Data not available
- Activity code
- Data not available
- Employees
- 134 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- whitcoulls.co.nz
- Catalogue
- Data not available
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Whitcoulls
What people ask Google about Whitcoulls.
8 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Whitcoulls legit or a scam?
According to Gravity by Benchr, Whitcoulls is a brand based in New Zealand: its website has existed since November 1996, it employs 134 people on LinkedIn, it has 15,121 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
What do customers say about Whitcoulls?
Customers rate Whitcoulls 2.0 out of 5 on Trustpilot over 11 reviews, 4 of them in the last twelve months: 9% give five stars, 91% one star. Source: Gravity by Benchr Trustpilot reading, October 2026.
What is Whitcoulls known for?
Whitcoulls is a New Zealand book store chain that sells books, stationery, toys, games & puzzles, art & craft, gifts and more. Gravity by Benchr classifies it under Books. Source: Gravity by Benchr product classification.
Does Whitcoulls have a discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: Whitcoulls advertises on Facebook and Instagram and on Google, where its offers often run. Check whitcoulls.co.nz for current promotions. Source: Gravity by Benchr ad records, October 2026.
Who is behind Whitcoulls?
Gravity by Benchr records a company based in New Zealand, whose domain was registered in 1996, with 134 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is Whitcoulls doing well?
Yes. Gravity by Benchr estimates about 492,200 visits to whitcoulls.co.nz in September 2026, down 14% in a month and up 5% over three months. Whitcoulls ranks #2 of 282 Books brands in New Zealand in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
What is Whitcoulls' ad budget?
Gravity by Benchr does not publish a spend figure for Whitcoulls on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Books brands in New Zealand?
Among Books brands in New Zealand in the Gravity by Benchr index, Whitcoulls ranks #2 of 282 by estimated traffic. Its closest competitors on the same market are Paper Plus, Book Hero, Penguin Books New Zealand, Eason, waterstones.com. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Category
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Whitcoulls.