Rascasse Audience Intelligence

J. C. Penney Target Market in United States

J. C. Penney has an estimated audience of 37.8M people in United States.

#6among Supermarket in United States#68among brands in United States#35in Shopping

The average J. C. Penney fan in United States is 40.4 years old, more female, and lives primarily in California.

By number of fans, J. C. Penney ranks #6 among the 221 objects in Supermarket in United States — 27.3× the group median.

Its fans are 1.2 years older than the group average of 39.2.

Women make up 78.2% of the fan base, 15.5 percentage points more than the group average.

Compared with the other 220 objects in Supermarket, J. C. Penney fans stand out for their interest in Nashville (2012 TV series), Belk and Khan Academy.

Most fans live in California, Texas, Florida.

Top affinities include Nashville (2012 TV series), Belk, Khan Academy, with strongest over-indexing on Nashville (2012 TV series) (5.15× the country average).

Demographically, the J. C. Penney audience skews more female with an average age of 40.4, and over-indexes on personality traits such as Indulgence, Spirituality.

The typical J. C. Penney fan in United States is more female, around 40.4 years old, with strong Indulgence tendencies and a notable affinity for Nashville (2012 TV series).

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
37.8M
in United States
Gender
78.2%♀
21.8% male
Age
40.4
average years
Country rank
#618
among all objects in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of J. C. Penney

78.2% are female, 21.8% are male, average age 40.4.

Fig. 02

Gender split

78.2%
Female
21.8%
Male
Demographic split for J. C. Penney audience in United States
MetricValue
Female78.2%
Male21.8%
Average age40.4
Estimated audience size37.8M
Fig. 03

Age distribution

Ø 40.4
average years
Age distribution of the J. C. Penney audience in United States
Age bracketShare%
16-2420%
25-3418%
35-4419%
45-5421%
55+22%
Fig. 04

Worldwide distribution

91.0%

of the worldwide J. C. Penney audience comes from United States.

Worldwide audience distribution share by country for J. C. Penney
CountryShare
United States91.0%
Puerto Rico1.5%
Canada0.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

J. C. Penney customers by region in United States
#RegionReachAffinity×
01West Virginia~300K1.64×
02Louisiana~900K1.62×
03North Dakota~100K1.56×
04Arkansas~500K1.52×
05Kentucky~700K1.44×
06Missouri~1M1.40×
07Michigan~1.5M1.31×
08Mississippi~400K1.31×
09Nebraska~300K1.30×
10Texas~3.5M1.29×
11Iowa~500K1.27×
12New Mexico~300K1.27×
13Kansas~400K1.23×
14Ohio~1.5M1.22×
15South Dakota~100K1.21×
16Indiana~900K1.13×
17Maine~200K1.11×
18Arizona~900K1.10×
19Rhode Island~100K1.09×
20Tennessee~900K1.07×
21Illinois~1.5M1.02×
22Florida~2.5M1.01×
23Alabama~600K1.01×
24Maryland~700K0.99×
25Wisconsin~700K0.99×
26Minnesota~600K0.96×
27New Hampshire~100K0.96×
28Delaware~100K0.96×
29Virginia~900K0.93×
30New York~2M0.91×
31California~4M0.89×
32Oklahoma~400K0.89×
33Idaho~200K0.89×
34South Carolina~500K0.88×
35Pennsylvania~1.5M0.86×
36Vermont~60K0.86×
37Georgia~1M0.85×
38New Jersey~900K0.83×
39Connecticut~300K0.81×
40North Carolina~1M0.77×
41Washington~700K0.77×
42Colorado~500K0.76×
43Utah~300K0.76×
44Nevada~300K0.76×
45Massachusetts~500K0.68×
46Wyoming~40K0.68×
47Montana~80K0.64×
48Oregon~300K0.59×
49Alaska~50K0.56×
50Washington, District of Columbia~30K0.39×
Fig. 06

Affinity by region

Affinity by region — J. C. Penney, United States
0.39×1.00×1.64×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the J. C. Penney audience vs. the country average
#·InterestCategoryAffinity×
01Nashville (2012 TV series)Movies & TV5.15×
02BelkFashion & Accessoires3.84×
03Khan AcademyBusiness & Career3.35×
04Dillard'sFashion & Accessoires3.12×
05Hobby LobbyHome & Garden2.42×
06Macy'sShopping2.04×
07Nordstrom RackFashion & Accessoires2.01×
08Five BelowShopping2.01×
09Family (biology)Kids & Family1.98×
10MarshallsFashion & Accessoires1.94×
11Heart (novel)Literature1.85×
12Dollar GeneralShopping1.77×
13Dollar TreeShopping1.67×
14IKEAHome & Garden1.67×
15WalgreensShopping1.64×
16GodPolitics & Society1.62×
17ChristmasKids & Family1.59×
18Kohl'sShopping1.58×
19DressesFashion & Accessoires1.53×
20AldiShopping1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the J. C. Penney audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the J. C. Penney audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.59×
SpiritualityBALANCE1.42×
ExtroversionTHRILL1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the J. C. Penney audience vs. the country average · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.87×
Career OrientationPOWER0.98×
Risk AppetiteTHRILL1.01×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in J. C. Penney over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/j-c-penney-11647” · Methodology