Rascasse Audience Intelligence

Macy's Target Market in United States

Macy's has an estimated audience of 79M people in United States.

#1among Department store in United States#3among brands in United States#8in Shopping

The average Macy's fan in United States is 38.7 years old, more female, and lives primarily in California.

By number of fans, Macy's ranks #1 among the 1639 objects in Department store in United States — 55.0× the group median.

Its fans are 3.6 years younger than the group average of 42.3.

Women make up 65.9% of the fan base, 9.1 percentage points more than the group average.

Compared with the other 1638 objects in Department store, Macy's fans stand out for their interest in Bath and Bodyworks, Home decorating ideas and Health And Beauty.

Interest is seasonal: October, November and December account for 36% of the year's searches, February is the quietest month.

Most fans live in California, New York, Florida.

Top affinities include Bath and Bodyworks, Home decorating ideas, Health And Beauty, with strongest over-indexing on Bath and Bodyworks (2.08× the country average).

Demographically, the Macy's audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.

The typical Macy's fan in United States is more female, around 38.7 years old, with strong Design Affinity tendencies and a notable affinity for Bath and Bodyworks.

Category: Shopping · Type: Brand · Subtype: Department store

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
79M
in United States
Gender
65.9%♀
34.1% male
Age
38.7
average years
Country rank
#142
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 Macy's

65.9% are female, 34.1% are male, average age 38.7.

Fig. 02

Gender split

65.9%
Female
34.1%
Male
Demographic split for Macy's audience in United States
MetricValue
Female65.9%
Male34.1%
Average age38.7
Estimated audience size79M
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Macy's audience in United States
Age bracketShare%
16-2423%
25-3420%
35-4420%
45-5420%
55+18%
Fig. 04

Worldwide distribution

93.8%

of the worldwide Macy's audience comes from United States.

Worldwide audience distribution share by country for Macy's
CountryShare
United States93.8%
Canada1.7%
China0.6%
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

Macy's customers by region in United States
#RegionReachAffinity×
01New York~14M2.95×
02New Jersey~5.5M2.49×
03California~17M1.78×
04Massachusetts~3M1.78×
05Maryland~2.5M1.71×
06Rhode Island~400K1.65×
07Connecticut~1.5M1.64×
08Illinois~5M1.60×
09Washington, District of Columbia~300K1.56×
10Hawaii~500K1.53×
11Florida~7.5M1.47×
12Delaware~300K1.37×
13Virginia~2.5M1.34×
14Pennsylvania~4M1.33×
15Georgia~3.5M1.30×
16Nevada~900K1.23×
17Texas~6.5M1.19×
18Michigan~2.5M1.15×
19Ohio~3M1.12×
20New Hampshire~300K1.12×
21Washington~2M1.05×
22Indiana~1.5M1.04×
23Minnesota~1.5M1.00×
24Kentucky~1M0.98×
25Oregon~900K0.90×
26Arizona~1.5M0.89×
27Missouri~1.5M0.89×
28Louisiana~900K0.84×
29North Carolina~2M0.76×
30Maine~200K0.74×
31Wisconsin~1M0.72×
32Colorado~1M0.71×
33Tennessee~1M0.69×
34West Virginia~300K0.68×
35Idaho~300K0.63×
36South Carolina~800K0.62×
37Mississippi~400K0.58×
38Kansas~400K0.58×
39Alabama~700K0.57×
40Utah~400K0.54×
41New Mexico~300K0.54×
42North Dakota~90K0.48×
43South Dakota~100K0.45×
44Oklahoma~400K0.43×
45Montana~100K0.42×
46Vermont~60K0.40×
47Arkansas~300K0.39×
48Wyoming~50K0.34×
49Iowa~200K0.33×
50Nebraska~200K0.33×
Fig. 06

Affinity by region

Affinity by region — Macy's, United States
0.33×1.00×2.95×
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 Macy's audience vs. the country average
#·InterestCategoryAffinity×
01Bath and BodyworksShopping2.08×
02Home decorating ideasHome & Garden2.07×
03Health And BeautyBeauty & Wellness2.06×
04YouTube MusicInternet & Social Media2.00×
05Sex and the CityMovies & TV1.93×
06Makeup TutorialsBeauty & Wellness1.88×
07Curly HairBeauty & Wellness1.87×
08Fashion NovaShopping1.86×
09Architecture & DesignBusiness & Career1.84×
10Boho-chicFashion & Accessoires1.83×
11Healthy habitsHealth1.74×
12TwitchGames1.72×
13Home DesignHome & Garden1.68×
14H.O.M.E.Home & Garden1.62×
15Britney SpearsMusic & Radio1.60×
16T.J.MaxxShopping1.56×
17CVS PharmacyShopping1.55×
18Retro styleFashion & Accessoires1.55×
19Dog loversPets & Animals1.55×
20Lace wigBeauty & Wellness1.54×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Macy's audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Macy's audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.16×
Luxury OrientationPREMIUM1.11×
Early Adopter MentalityPOWER1.09×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Macy's audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.49×
Need for SecurityCONSERVATISM0.59×
SpiritualityBALANCE0.60×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Macy's 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
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/macys-15990” · Methodology