A data profile of the people who buy, follow and care about Harrods in United Kingdom — modelled from more than twelve digital signal sources. Harrods has an estimated audience of 12,673,697 people in United Kingdom.
The average Harrods fan in United Kingdom is 41.1 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Dunelm, Superdrug, Primark, with strongest over-indexing on Dunelm (1.7× the country average).
Demographically, the Harrods audience skews more female with an average age of 41.1, and over-indexes on personality traits such as Pet Ownership, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Harrods fan in United Kingdom is more female, around 41.1 years old, with strong Pet Ownership tendencies and a notable affinity for Dunelm.
The key figures that characterise the Harrods profile in United Kingdom.
66.9% are female, 33.1% are male, average age 41.1.
| Metric | Value |
|---|---|
| Female | 66.9% |
| Male | 33.1% |
| Average age | 41.1 |
| Estimated audience size | 12,673,697 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 21% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 25% |
Where the Harrods audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~9.5M | 1.97× | |
| 02 | South East | ~3M | 1.86× | |
| 03 | West Midlands | ~700K | 1.23× | |
| 04 | Yorkshire and the Humber | ~1M | 1.08× | |
| 05 | East of England | ~1M | 1.03× | |
| 06 | North East | ~500K | 0.98× | |
| 07 | South West | ~800K | 0.74× | |
| 08 | East Midlands | ~600K | 0.73× | |
| 09 | Wales | ~500K | 0.73× | |
| 10 | Scotland | ~800K | 0.72× | |
| 11 | Northern Ireland | ~200K | 0.59× | |
| 12 | North West | ~500K | 0.37× |
The strongest cross-interests of the Harrods audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Gymshark | Sports | 1.83× | ||
| 02 | rugby | Sports | 1.76× | ||
| 03 | Dunelm | Home & Garden | 1.70× | ||
| 04 | Charlotte Tilbury | Beauty & Wellness | 1.70× | ||
| 05 | Sky Sport | Sports | 1.68× | ||
| 06 | Home Design | Home & Garden | 1.67× | ||
| 07 | Healthy habits | Health | 1.67× | ||
| 08 | Terminal 5 (venue) | POI | 1.65× | ||
| 09 | Real Madrid C.F. | Sports | 1.64× | ||
| 10 | Home Interior Design | Home & Garden | 1.63× | ||
| 11 | Superdrug | Shopping | 1.62× | ||
| 12 | KPop Demon Hunters | Movies & TV | 1.61× | ||
| 13 | Dog lovers | Pets & Animals | 1.61× | ||
| 14 | Moisturizer | Home & Garden | 1.60× | ||
| 15 | Primark | Shopping | 1.58× | ||
| 16 | Indie rock | Music & Radio | 1.57× | ||
| 17 | House of Fraser | Fashion & Accessoires | 1.54× | ||
| 18 | Debenhams | Fashion & Accessoires | 1.53× | ||
| 19 | Costco | Shopping | 1.52× | ||
| 20 | Toddler | Kids & Family | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 1.35× | |
| Sustainability | BALANCE | 1.24× | |
| Luxury Orientation | PREMIUM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 0.73× | |
| Patriotism | CONSERVATISM | 0.79× | |
| Tradition | CONSERVATISM | 0.82× |
Harrods's target market in United Kingdom covers an estimated 12,673,697 people, concentrated in England and South East.
66.9% of the Harrods audience are female, 33.1% are male, with an average age of 41.1 years.
Harrods fans show strongest brand affinity for Dunelm (1.7×), Superdrug (1.62×), and Primark (1.58×) over the country average.
Harrods fans in United Kingdom are most concentrated in England (reach ~9.5M), South East (reach ~3M), and East of England (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Harrods itself, the audience over-indexes on Superdrug (1.62×), Primark (1.58×), Debenhams (1.53×), and Sky Sport (1.68×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Harrods. 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 United Kingdom. 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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