Why Kmart has an edge over rivals Budget-conscious Aussies keep clicking on Kmart and Bunnings, new data shows, as they chase value and continue home sprucing. Business by Rebecca Le May 14th Apr 2021 1:14 PM Kmart continues to be a favourite among Aussies searching retailers online, new data shows, as chasing value stays front of mind. Macquarie researched Google Trends and found the Wesfarmers-owned budget department store maintained leadership in digital interest, followed by Woolworths-owned Big W. On the hardware front, Wesfarmers is also winning, with Bunnings the clear standout along with Metcash-owned Mitre 10. "Wesfarmers has seen favourable momentum in Bunnings and Kmart for online search activity as value remains a key driver for consumers," Macquarie said.