Macy's Target Market in Germany
A data profile of the people who buy, follow and care about Macy's in Germany — modelled from more than twelve digital signal sources. Macy's has an estimated audience of 265,310 people in Germany.
The average Macy's fan in Germany is 34.8 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include H&M, Entertainment, Food and drink, with strongest over-indexing on H&M (3.66× the country average).
Demographically, the Macy's audience skews more female with an average age of 34.8, and over-indexes on personality traits such as Healthy Lifestyle, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Macy's fan in Germany is more female, around 34.8 years old, with strong Healthy Lifestyle tendencies and a notable affinity for H&M.
At a glance
The key figures that characterise the Macy's profile in Germany.
Search interest · 12-month trend
Customer demographics of Macy's
68.5% are female, 31.5% are male, average age 34.8.
Gender split
| Metric | Value |
|---|---|
| Female | 68.5% |
| Male | 31.5% |
| Average age | 34.8 |
| Estimated audience size | 265,310 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 29% | |
| 20-29 | 23% | |
| 30-39 | 19% | |
| 40-49 | 17% | |
| 50+ | 12% |
Worldwide distribution
of the worldwide Macy's audience comes from Germany.
| Country | Share |
|---|---|
| United States | 93.6% |
| Canada | 1.7% |
| China | 0.6% |
Geography
Where the Macy's audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~30K | 1.48× | |
| 02 | Rheinland-Pfalz | ~20K | 1.38× | |
| 03 | Bayern | ~50K | 1.17× | |
| 04 | Berlin | ~10K | 1.12× | |
| 05 | Baden-Württemberg | ~40K | 1.10× | |
| 06 | Bremen | ~2K | 1.02× | |
| 07 | Nordrhein-Westfalen | ~60K | 0.95× | |
| 08 | Thüringen | ~6K | 0.95× | |
| 09 | Brandenburg | ~8K | 0.93× | |
| 10 | Niedersachsen | ~20K | 0.92× | |
| 11 | Saarland | ~3K | 0.91× | |
| 12 | Sachsen-Anhalt | ~6K | 0.89× | |
| 13 | Hamburg | ~5K | 0.88× | |
| 14 | Schleswig-Holstein | ~8K | 0.87× | |
| 15 | Sachsen | ~10K | 0.81× | |
| 16 | Mecklenburg-Vorpommern | ~4K | 0.77× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Macy's audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hermès | Fashion & Accessoires | 3.79× | ||
| 02 | H&M | Shopping | 3.66× | ||
| 03 | Galatasaray S.K. | Sports | 3.56× | ||
| 04 | Childhood | Kids & Family | 3.51× | ||
| 05 | Aldi | Shopping | 3.27× | ||
| 06 | Lidl | Shopping | 3.19× | ||
| 07 | Veganism | Food & Beverages | 3.05× | ||
| 08 | IKEA | Home & Garden | 2.84× | ||
| 09 | Spotify | Internet & Social Media | 2.84× | ||
| 10 | Pets | Pets & Animals | 2.54× | ||
| 11 | Outdoor recreation | Sports | 2.46× | ||
| 12 | Food | Food & Beverages | 2.38× | ||
| 13 | Entertainment | Movies & TV | 2.36× | ||
| 14 | Sports | Sports | 2.36× | ||
| 15 | Reading | Literature | 2.31× | ||
| 16 | Vehicles | Cars & Mobility | 2.31× | ||
| 17 | Arts and music | Arts & Culture | 2.30× | ||
| 18 | Food and drink | Food & Beverages | 2.26× | ||
| 19 | Movies | Movies & TV | 2.17× | ||
| 20 | Music | Business & Career | 2.07× |
Personality of the Macy's audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 2.42× | |
| Tradition | CONSERVATISM | 2.29× | |
| Sustainability | BALANCE | 2.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.02× | |
| Extroversion | THRILL | 1.03× | |
| DIY Mentality | THRILL | 1.03× |
Frequently asked questions
Who is Macy's's target market in Germany?
Macy's's target market in Germany covers an estimated 265,310 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Macy's customers?
68.5% of the Macy's audience are female, 31.5% are male, with an average age of 34.8 years.
Which brands do Macy's fans like most?
Macy's fans show strongest brand affinity for H&M (3.66×), Entertainment (2.36×), and Food and drink (2.26×) over the country average.
Where do Macy's fans live in Germany?
Macy's fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~60K), Bayern (reach ~50K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.
What other brands do Macy's fans also like?
Beyond Macy's itself, the audience over-indexes on Entertainment (2.36×), Food and drink (2.26×), Food (2.38×), and Arts and music (2.3×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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See Macy's audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Macy's. 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. 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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