Rascasse Audience Intelligence

Sam's Club Target Market in United States

Sam's Club has an estimated audience of 63.7M people in United States.

#1among Hardware store in United States#16among brands in United States#14in Shopping

The average Sam's Club fan in United States is 42.0 years old, more female, and lives primarily in Texas.

By number of fans, Sam's Club ranks #1 among the 59 objects in Hardware store in United States — 2,855.7× the group median.

Its fans are 1.8 years older than the group average of 40.2.

Women make up 59.8% of the fan base, 15.2 percentage points more than the group average.

Compared with the other 58 objects in Hardware store, Sam's Club fans stand out for their interest in Maquillaje Profesional, Bad Bunny and KaRoL G.

Most fans live in Texas, California, Florida.

Top affinities include Maquillaje Profesional, Bad Bunny, KaRoL G, with strongest over-indexing on Maquillaje Profesional (5.03× the country average).

Demographically, the Sam's Club audience skews more female with an average age of 42.0, and over-indexes on personality traits such as Early Adopter Mentality, Urban Lifestyle.

The typical Sam's Club fan in United States is more female, around 42.0 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Maquillaje Profesional.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
63.7M
in United States
Gender
59.8%♀
40.2% male
Age
42.0
average years
Country rank
#244
among all objects in United States
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Sam's Club

59.8% are female, 40.2% are male, average age 42.0.

Fig. 02

Gender split

59.8%
Female
40.2%
Male
Demographic split for Sam's Club audience in United States
MetricValue
Female59.8%
Male40.2%
Average age42.0
Estimated audience size63.7M
Fig. 03

Age distribution

Ø 42.0
average years
Age distribution of the Sam's Club audience in United States
Age bracketShare%
16-2417%
25-3417%
35-4419%
45-5421%
55+26%
Fig. 04

Worldwide distribution

83.8%

of the worldwide Sam's Club audience comes from United States.

Worldwide audience distribution share by country for Sam's Club
CountryShare
United States83.8%
Mexico5.6%
Brazil2.8%
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

Sam's Club customers by region in United States
#RegionReachAffinity×
01Arkansas~1M1.94×
02Michigan~3M1.57×
03Kansas~900K1.53×
04West Virginia~500K1.53×
05Missouri~2M1.51×
06Nebraska~600K1.51×
07Iowa~900K1.45×
08North Dakota~200K1.44×
09Ohio~3M1.43×
10Minnesota~1.5M1.40×
11South Dakota~200K1.40×
12Texas~6M1.38×
13Oklahoma~1M1.38×
14New Mexico~600K1.38×
15Indiana~2M1.36×
16Kentucky~1M1.34×
17Nevada~800K1.34×
18South Carolina~1.5M1.28×
19Tennessee~1.5M1.23×
20North Carolina~2.5M1.21×
21Arizona~1.5M1.21×
22Pennsylvania~3M1.20×
23Hawaii~300K1.20×
24Florida~5M1.19×
25Louisiana~1M1.16×
26Utah~700K1.16×
27Mississippi~600K1.14×
28Colorado~1M1.12×
29Alabama~1M1.12×
30Illinois~2.5M1.10×
31Wyoming~100K1.09×
32Georgia~2.5M1.08×
33Wisconsin~1M1.03×
34Maryland~1M0.97×
35Maine~300K0.97×
36Virginia~1.5M0.93×
37Montana~100K0.70×
38California~5M0.66×
39Delaware~100K0.60×
40New Jersey~900K0.53×
41New Hampshire~100K0.49×
42New York~1.5M0.36×
43Idaho~100K0.36×
44Connecticut~200K0.28×
45Washington, District of Columbia~40K0.27×
46Vermont~20K0.16×
47Massachusetts~200K0.12×
48Oregon~100K0.12×
49Washington~100K0.10×
50Rhode Island~20K0.10×
Fig. 06

Affinity by region

Affinity by region — Sam's Club, United States
0.10×1.00×1.94×
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 Sam's Club audience vs. the country average
#·InterestCategoryAffinity×
01Maquillaje ProfesionalBeauty & Wellness5.03×
02Bad BunnyMusic & Radio4.41×
03KaRoL GMusic & Radio4.28×
04Moda FemininaFashion & Accessoires4.19×
05Easy (store)Home & Garden4.05×
06Salsa (dance)Music & Radio3.16×
07Jennifer AnistonMovies & TV3.12×
08ShakiraMusic & Radio2.76×
09Tattoo inkBeauty & Wellness2.51×
10Stray KidsMusic & Radio2.34×
11Makeup TutorialsBeauty & Wellness2.13×
12YouTube MusicMusic & Radio2.12×
13TwitchGames1.82×
14Health And BeautyBeauty & Wellness1.82×
15Cars (film)Movies & TV1.81×
16Latin music (genre)Music & Radio1.81×
17Underground hip hopMusic & Radio1.78×
18ReggaetonMusic & Radio1.69×
19Britney SpearsMusic & Radio1.68×
20Ariana GrandeMusic & Radio1.54×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Sam's Club audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Sam's Club audience vs. the country average · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.15×
Urban LifestyleOPEN1.03×
Design AffinityPREMIUM1.00×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Sam's Club audience vs. the country average · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.66×
Community OrientationOPEN0.68×
PatriotismCONSERVATISM0.74×
0×1.00× baseline2×
Appendix

Explore more audiences

More Hardware store 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 Sam's Club 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/sams-club-18418” · Methodology