A data profile of the people who buy, follow and care about Marshalls in Canada — modelled from more than twelve digital signal sources. Marshalls has an estimated audience of 3,648,922 people in Canada.
The average Marshalls fan in Canada is 38.7 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, Alberta.
Top brand affinities include HomeSense, Old Navy, Freddie Highmore, with strongest over-indexing on HomeSense (3.93× the country average).
Demographically, the Marshalls audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Patriotism, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Marshalls fan in Canada is more female, around 38.7 years old, with strong Patriotism tendencies and a notable affinity for HomeSense.
The key figures that characterise the Marshalls profile in Canada.
76.4% are female, 23.6% are male, average age 38.7.
| Metric | Value |
|---|---|
| Female | 76.4% |
| Male | 23.6% |
| Average age | 38.7 |
| Estimated audience size | 3,648,922 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 21% | |
| 30-39 | 22% | |
| 40-49 | 22% | |
| 50+ | 17% |
of the worldwide Marshalls audience comes from Canada.
| Country | Share |
|---|---|
| United States | 78.4% |
| Canada | 5.5% |
| Puerto Rico | 2.4% |
Where the Marshalls audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | New Brunswick | ~100K | 1.64× | |
| 02 | Ontario | ~2M | 1.43× | |
| 03 | Manitoba | ~200K | 1.30× | |
| 04 | Alberta | ~500K | 1.23× | |
| 05 | Quebec | ~800K | 0.98× | |
| 06 | Saskatchewan | ~100K | 0.94× | |
| 07 | British Columbia | ~500K | 0.87× | |
| 08 | Newfoundland and Labrador | ~40K | 0.76× | |
| 09 | Nova Scotia | ~60K | 0.61× | |
| 10 | Prince Edward Island | ~7K | 0.41× |
The strongest cross-interests of the Marshalls audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Freddie Highmore | Movies & TV | 9.51× | ||
| 02 | T.J.Maxx | Shopping | 6.23× | ||
| 03 | Savers | Shopping | 4.17× | ||
| 04 | Macy's | Shopping | 4.14× | ||
| 05 | HomeSense | Home & Garden | 3.93× | ||
| 06 | Hollister Co. | Fashion & Accessoires | 3.27× | ||
| 07 | London Drugs | Shopping | 2.96× | ||
| 08 | Dollar Tree | Shopping | 2.92× | ||
| 09 | Gap Inc. | Shopping | 2.75× | ||
| 10 | Old Navy | Fashion & Accessoires | 2.74× | ||
| 11 | Reitmans | Fashion & Accessoires | 2.71× | ||
| 12 | H&M | Shopping | 2.15× | ||
| 13 | Giant Tiger | Shopping | 2.13× | ||
| 14 | Save-On-Foods | Food & Beverages | 2.02× | ||
| 15 | Costco | Shopping | 1.88× | ||
| 16 | Dollarama | Shopping | 1.79× | ||
| 17 | Sport Chek | Shopping | 1.78× | ||
| 18 | Aritzia | Fashion & Accessoires | 1.78× | ||
| 19 | Shoppers Drug Mart | Shopping | 1.69× | ||
| 20 | Walmart | Shopping | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 2.64× | |
| Individualism | JOY | 1.72× | |
| Design Affinity | PREMIUM | 1.39× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.63× | |
| Social Media Usage | JOY | 0.92× | |
| Convenience Orientation | PREMIUM | 0.93× |
Marshalls's target market in Canada covers an estimated 3,648,922 people, concentrated in Ontario and Quebec.
76.4% of the Marshalls audience are female, 23.6% are male, with an average age of 38.7 years.
Marshalls fans show strongest brand affinity for HomeSense (3.93×), Old Navy (2.74×), and Freddie Highmore (9.51×) over the country average.
Marshalls fans in Canada are most concentrated in Ontario (reach ~2M), Quebec (reach ~800K), and Alberta (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Marshalls itself, the audience over-indexes on Old Navy (2.74×), Freddie Highmore (9.51×), London Drugs (2.96×), and T.J.Maxx (6.23×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for Marshalls. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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