Rascasse Audience Intelligence

Lowe's Target Market in United States

Lowe's has an estimated audience of 15.3M people in United States.

#5among Hardware store in United States#246among brands in United States#84in Shopping

The average Lowe's fan in United States is 45.7 years old, balanced, and lives primarily in California.

By number of fans, Lowe's ranks #5 among the 59 objects in Hardware store in United States — 687.8× the group median.

Its fans are 5.6 years older than the group average of 40.1.

Women make up 51.0% of the fan base, 6.2 percentage points more than the group average.

Compared with the other 58 objects in Hardware store, Lowe's fans stand out for their interest in Hand tool, Power tool and Drill.

Interest is seasonal: April, May and June account for 71% of the year's searches, October is the quietest month.

Most fans live in California, Texas, Florida.

Top affinities include Northern Tool, Tractor Supply, Menards, with strongest over-indexing on Northern Tool (4.59× the country average).

Demographically, the Lowe's audience skews balanced with an average age of 45.7, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.

The typical Lowe's fan in United States is balanced, around 45.7 years old, with strong DIY Mentality tendencies and a notable affinity for Northern Tool.

Category: Shopping · Type: Brand · Subtype: Hardware store

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
15.3M
in United States
Gender
51.0%♀
49.0% male
Age
45.7
average years
Country rank
#2292
among all objects in United States
Fig. 01

Search interest · 12-month trend

+92%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Lowe's

51.0% are female, 49.0% are male, average age 45.7.

Fig. 02

Gender split

51.0%
Female
49.0%
Male
Demographic split for Lowe's audience in United States
MetricValue
Female51.0%
Male49.0%
Average age45.7
Estimated audience size15.3M
Fig. 03

Age distribution

Ø 45.7
average years
Age distribution of the Lowe's audience in United States
Age bracketShare%
16-248%
25-3415%
35-4420%
45-5424%
55+33%
Fig. 04

Worldwide distribution

69.0%

of the worldwide Lowe's audience comes from United States.

Worldwide audience distribution share by country for Lowe's
CountryShare
United States69.0%
Canada6.3%
United Kingdom2.9%
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

Lowe's customers by region in United States
#RegionReachAffinity×
01Tennessee~800K2.29×
02West Virginia~100K1.77×
03Indiana~500K1.72×
04South Carolina~400K1.58×
05Mississippi~200K1.53×
06Georgia~800K1.51×
07Kentucky~300K1.51×
08Alabama~300K1.47×
09Oklahoma~300K1.45×
10Arkansas~200K1.40×
11North Carolina~700K1.36×
12Texas~1.5M1.34×
13Louisiana~300K1.30×
14Arizona~400K1.20×
15Pennsylvania~700K1.16×
16Ohio~600K1.16×
17Missouri~300K1.14×
18Washington~400K1.13×
19New Mexico~100K1.13×
20Maine~70K1.13×
21Delaware~50K1.12×
22Florida~1M1.08×
23Virginia~400K1.07×
24Alaska~30K1.06×
25California~1.5M0.94×
26Michigan~400K0.93×
27Kansas~100K0.92×
28New Hampshire~50K0.90×
29Rhode Island~40K0.84×
30Idaho~70K0.83×
31Colorado~200K0.80×
32Nevada~100K0.80×
33Maryland~200K0.79×
34Connecticut~100K0.74×
35Utah~100K0.74×
36Montana~40K0.74×
37Oregon~100K0.71×
38Vermont~20K0.70×
39New Jersey~300K0.67×
40Massachusetts~200K0.67×
41Iowa~100K0.67×
42Hawaii~40K0.65×
43New York~600K0.61×
44Nebraska~50K0.59×
45Illinois~300K0.57×
46South Dakota~20K0.56×
47North Dakota~20K0.56×
48Wyoming~10K0.53×
49Minnesota~100K0.43×
50Wisconsin~100K0.40×
Fig. 06

Affinity by region

Affinity by region — Lowe's, United States
0.40×1.00×2.29×
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 Lowe's audience vs. the country average
#·InterestCategoryAffinity×
01Northern ToolShopping4.59×
02Tractor SupplyShopping4.35×
03MenardsHome & Garden3.88×
04Ace HardwareHome & Garden3.16×
05Hardware storeHome & Garden3.01×
06Tractor Supply CompanyShopping2.92×
07Hand toolHome & Garden2.91×
08Power toolHome & Garden2.83×
09DrillHome & Garden2.69×
10Home repairHome & Garden2.63×
11IKEAHome & Garden2.38×
12AutoZoneCars & Mobility2.13×
13Hobby LobbyHome & Garden2.02×
14Sam's ClubShopping1.86×
15Dollar GeneralShopping1.84×
16Home AppliancesHome & Garden1.83×
17AldiShopping1.81×
18Kohl'sShopping1.76×
19Melania TrumpPolitics & Society1.57×
20U.S. stateTravel & Leisure1.54×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Lowe's audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Lowe's audience vs. the country average · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.01×
Quality AwarenessPREMIUM1.55×
Convenience OrientationPREMIUM1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Lowe's audience vs. the country average · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.79×
Early Adopter MentalityPOWER0.81×
ExtroversionTHRILL0.86×
0×1.00× baseline2×
Appendix

Explore more audiences

More Hardware store 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 Lowe's 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
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/lowes-13091” · Methodology