Rascasse Audience Intelligence

Marks & Spencer Target Market in United Kingdom

Marks & Spencer has an estimated audience of 25.7M people in United Kingdom.

#1among brands in United Kingdom
#4in Shopping

The average Marks & Spencer fan in United Kingdom is 45.0 years old, more female, and lives primarily in South East.

Interest is seasonal: May, June and July account for 39% of the year's searches, January is the quietest month.

Most fans live in South East, Yorkshire and the Humber, West Midlands.

Top affinities include Architecture & Interior Design, Beauty tips, Oliver Bonas, with strongest over-indexing on Architecture & Interior Design (2.06× the country average).

Demographically, the Marks & Spencer audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Individualism, Design Affinity.

The typical Marks & Spencer fan in United Kingdom is more female, around 45.0 years old, with strong Individualism tendencies and a notable affinity for Architecture & Interior Design.

Category: Shopping · Type: Brand

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
25.7M
in United Kingdom
Gender
67.4%♀
32.6% male
Age
45.0
average years
Country rank
#62
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+63%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Marks & Spencer

67.4% are female, 32.6% are male, average age 45.0.

Fig. 02

Gender split

67.4%
Female
32.6%
Male
Demographic split for Marks & Spencer audience in United Kingdom
MetricValue
Female67.4%
Male32.6%
Average age45.0
Estimated audience size25.7M
Fig. 03

Age distribution

Ø 45.0
average years
Age distribution of the Marks & Spencer audience in United Kingdom
Age bracketShare%
16-249%
25-3417%
35-4418%
45-5422%
55+34%
Fig. 04

Worldwide distribution

94.9%

of the worldwide Marks & Spencer audience comes from United Kingdom.

Worldwide audience distribution share by country for Marks & Spencer
CountryShare
United Kingdom94.9%
India0.9%
Ireland0.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Marks & Spencer customers by region in United Kingdom
#RegionReachAffinity×
01South East~5M1.34×
02Yorkshire and the Humber~3M1.34×
03Scotland~2.5M1.22×
04West Midlands~2.5M1.18×
05North East~1M1.08×
06Wales~1M0.89×
07East of England~2M0.88×
08Northern Ireland~600K0.88×
09South West~2M0.84×
10North West~2M0.77×
11East Midlands~1M0.58×
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 Marks & Spencer audience vs. the country average
#·InterestCategoryAffinity×
01Architecture & Interior DesignHome & Garden2.06×
02Beauty tipsBeauty & Wellness2.06×
03Oliver BonasFashion & Accessoires1.92×
04Home InteriorsHome & Garden1.88×
05Beauty & FashionBeauty & Wellness1.79×
06COSShopping1.77×
07Unique GiftsShopping1.77×
08Home decorating ideasHome & Garden1.73×
09Makeup TutorialsBeauty & Wellness1.72×
10New LookFashion & Accessoires1.70×
11Bohemian styleFashion & Accessoires1.70×
12Home RenovationsHome & Garden1.64×
13Architecture & DesignBusiness & Career1.59×
14Boho-chicFashion & Accessoires1.58×
15DunelmHome & Garden1.57×
16Health And BeautyBeauty & Wellness1.57×
17UniqloShopping1.54×
18Home Interior DesignHome & Garden1.54×
19H.O.M.E.Home & Garden1.52×
20clarksFashion & Accessoires1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Marks & Spencer audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Marks & Spencer audience vs. the country average · What stands out
TraitClusterDeviationScore
IndividualismJOY1.18×
Design AffinityPREMIUM1.18×
Luxury OrientationPREMIUM1.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Marks & Spencer audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.79×
Need for SecurityCONSERVATISM0.82×
SpiritualityBALANCE0.87×
0×1.00× baseline2×
Appendix

Explore more audiences

More Shopping audiences in United Kingdom

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Marks & Spencer 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/gb/marks-and-spencer-4793” · Methodology