Rascasse Audience Intelligence

Ace Hardware Target Market in United States

Ace Hardware has an estimated audience of 30.9M people in United States.

#98among brands in United States#61in Home & Garden

The average Ace Hardware fan in United States is 47.3 years old, more male, and lives primarily in California.

Most fans live in California, Florida, Texas.

Top affinities include Menards, Tractor Supply, Harbor Freight Tools, with strongest over-indexing on Menards (4.78× the country average).

Demographically, the Ace Hardware audience skews more male with an average age of 47.3, and over-indexes on personality traits such as Indulgence, Need for Security.

The typical Ace Hardware fan in United States is more male, around 47.3 years old, with strong Indulgence tendencies and a notable affinity for Menards.

Category: Home & Garden · Type: Brand

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
30.9M
in United States
Gender
43.6%♀
56.4% male
Age
47.3
average years
Country rank
#871
among all objects in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Ace Hardware

43.6% are female, 56.4% are male, average age 47.3.

Fig. 02

Gender split

43.6%
Female
56.4%
Male
Demographic split for Ace Hardware audience in United States
MetricValue
Female43.6%
Male56.4%
Average age47.3
Estimated audience size30.9M
Fig. 03

Age distribution

Ø 47.3
average years
Age distribution of the Ace Hardware audience in United States
Age bracketShare%
16-245%
25-3413%
35-4420%
45-5425%
55+37%
Fig. 04

Worldwide distribution

91.3%

of the worldwide Ace Hardware audience comes from United States.

Worldwide audience distribution share by country for Ace Hardware
CountryShare
United States91.3%
Philippines1.7%
Indonesia1.2%
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

Ace Hardware customers by region in United States
#RegionReachAffinity×
01Montana~300K2.58×
02Wyoming~100K2.12×
03South Dakota~200K1.92×
04Nebraska~300K1.53×
05Wisconsin~800K1.47×
06Colorado~700K1.39×
07Arizona~1M1.38×
08Kansas~400K1.34×
09Michigan~1M1.33×
10Oregon~500K1.29×
11Idaho~200K1.28×
12Vermont~80K1.27×
13North Dakota~90K1.22×
14Utah~300K1.14×
15Oklahoma~400K1.09×
16Kentucky~400K1.08×
17South Carolina~500K1.02×
18Iowa~300K1.01×
19Illinois~1M1.00×
20Minnesota~500K1.00×
21Tennessee~700K0.99×
22Hawaii~100K0.96×
23Washington~700K0.95×
24Indiana~600K0.95×
25New Mexico~200K0.95×
26Florida~2M0.93×
27Ohio~1M0.91×
28Georgia~900K0.91×
29Rhode Island~90K0.90×
30Arkansas~200K0.89×
31Alabama~400K0.85×
32Missouri~500K0.84×
33Maine~100K0.83×
34Pennsylvania~1M0.82×
35West Virginia~100K0.82×
36North Carolina~800K0.78×
37New Hampshire~90K0.73×
38Alaska~50K0.73×
39Delaware~60K0.71×
40Maryland~400K0.70×
41California~2.5M0.68×
42Mississippi~200K0.68×
43Virginia~500K0.65×
44Texas~1.5M0.62×
45Nevada~200K0.62×
46Massachusetts~400K0.61×
47Louisiana~300K0.58×
48Connecticut~200K0.57×
49New York~800K0.46×
50New Jersey~300K0.40×
Fig. 06

Affinity by region

Affinity by region — Ace Hardware, United States
0.40×1.00×2.58×
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 Ace Hardware audience vs. the country average
#·InterestCategoryAffinity×
01MenardsHome & Garden4.78×
02Tractor SupplyShopping3.50×
03Harbor Freight ToolsHome & Garden3.39×
04BackyardHome & Garden2.97×
05LandscapingHome & Garden2.32×
06Melania TrumpPolitics & Society2.12×
07Home constructionHome & Garden2.08×
08AutoZoneCars & Mobility1.98×
09SymptomHealth1.97×
10IKEAHome & Garden1.91×
11Dolly PartonMusic & Radio1.87×
12Hobby LobbyHome & Garden1.86×
13JesusPolitics & Society1.82×
14CNNNews1.81×
15Joe BidenPolitics & Society1.76×
16Do it yourself (DIY)Home & Garden1.65×
17Barack ObamaPolitics & Society1.60×
18EBayShopping1.55×
19InsuranceBusiness & Career1.53×
20WalmartShopping1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Ace Hardware audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Ace Hardware audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.68×
Need for SecurityCONSERVATISM1.66×
DIY MentalityTHRILL1.62×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Ace Hardware audience vs. the country average · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.02×
Sports ActivityPOWER1.05×
Pet OwnershipJOY1.08×
0×1.00× baseline2×
Appendix

Explore more audiences

More Home & Garden 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 Ace Hardware 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/ace-hardware-66118” · Methodology