Big Lots Audience in United States

Big Lots logo

Big Lots has an estimated audience of 7,801,656 people in United States. 77.6% are female, 22.4% are male, average age 44.9. Top regions: Texas, Florida, Ohio. Top brand affinities: Dollar General, Dollar Tree, Xoom, Family Dollar, Five Below.

The average Big Lots fan in United States is 44.9 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, Florida, Ohio. Top brand affinities include Dollar General, Dollar Tree, Xoom, with strongest over-indexing on Dollar General (3.87× the country average). Demographically, the Big Lots audience skews more female with an average age of 44.9, and over-indexes on personality traits such as Price Sensitivity, Risk Appetite. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Home & Garden · Type: Brand · Subtype: Home accessories

Demographics of Big Lots fans

Demographic split for Big Lots audience in United States
MetricValue
Female77.6%
Male22.4%
Average age44.9
Estimated audience size7,801,656

Audience persona

The typical Big Lots fan in United States is more female, around 44.9 years old, with strong Price Sensitivity tendencies and a notable affinity for Dollar General.

Top regions in United States

Top regions ranked by reach for Big Lots in United States
RegionReachAffinity
Texas743,1861.11×
Florida656,6461.24×
Ohio551,6832.3×
California543,8540.63×
Pennsylvania485,3961.85×
North Carolina439,6591.87×
New York387,9250.89×
Georgia301,0191.25×
Michigan296,8121.45×
Tennessee295,4581.89×
South Carolina247,4522.11×
Indiana235,6121.65×
Virginia233,1641.23×
Kentucky227,5072.33×
New Jersey184,2030.93×
Illinois182,8150.7×
Alabama172,4261.58×
Arizona159,8321×
Maryland155,6371.16×
Massachusetts130,8070.85×
Missouri130,7901.04×
Oklahoma126,5951.46×
Louisiana118,5391.18×
West Virginia102,3542.82×
Washington88,9060.57×
Connecticut81,2901.04×
Mississippi79,6831.24×
Arkansas67,2031.05×
Colorado67,0590.55×
Nevada60,2790.8×
Oregon52,5740.59×
New Mexico52,2871.34×
Wisconsin50,7970.43×
Kansas36,2690.59×
New Hampshire31,6381.03×
Delaware28,9691.35×
Utah28,1890.4×
Idaho25,9310.66×
Maine21,0840.75×
Iowa19,2360.3×
Minnesota18,3820.16×
Rhode Island16,9010.68×
Vermont14,3321.05×
Nebraska13,1870.34×
Montana7,7390.36×
Washington, District of Columbia7,2310.31×
Wyoming4,6370.4×
North Dakota4,0900.26×
South Dakota2,8490.16×
Hawaii1,5640.05×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Big Lots audience
BrandAffinityCategory
Dollar General3.87×Shopping
Dollar Tree3.6×Shopping
Xoom23.5×Technology & Electronics
Family Dollar4.85×Fashion & Accessoires
Five Below3.16×Shopping
Walgreens1.87×Shopping
Aldi1.77×Shopping
Jesus1.88×Politics & Society
Macy's1.74×Shopping
The UPS Store2.01×Shopping
Marshalls1.9×Fashion & Accessoires
Lowe's1.52×Shopping
Food 4 Less6.51×Shopping
Hobby Lobby1.55×Home & Garden
Nordstrom rack1.81×Fashion & Accessoires
J. C. Penney1.88×Shopping
Rent-A-Center3.79×Home & Garden
Discount stores1.77×Shopping
Week1.62×Business & Career
CVS Pharmacy1.67×Shopping

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Big Lots audience
TraitClusterScore
Price SensitivityPREMIUM2.01
Risk AppetiteTHRILL1.73
Family OrientationCONSERVATISM1.7
Luxury OrientationPREMIUM1.42
DIY MentalityTHRILL1.4
Convenience OrientationPREMIUM1.34

Worldwide distribution

Worldwide audience distribution share by country for Big Lots
CountryShare
United States94.1%
China1.8%
United Kingdom0.6%

See Big Lots audiences in other countries

More Home accessories audiences in United States

Frequently asked questions

How many fans does Big Lots have in United States?

Big Lots has an estimated audience of 7,801,656 people in United States, concentrated in Texas and Florida.

What is the gender split and age of Big Lots fans?

77.6% of Big Lots fans are female, 22.4% are male, with an average age of 44.9 years.

Which brands do Big Lots fans like most?

Big Lots fans show strongest brand affinity for Dollar General (3.87×), Dollar Tree (3.6×), and Xoom (23.5×) over the country average.

Where do Big Lots fans live in United States?

Big Lots fans in United States are most concentrated in Texas (reach 743,186), Florida (reach 656,646), and Ohio (reach 551,683). These three regions account for the largest share of the active audience.

What other brands do Big Lots fans also like?

Beyond Big Lots itself, the audience over-indexes on Dollar Tree (3.6×), Xoom (23.5×), Family Dollar (4.85×), and Five Below (3.16×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Big Lots. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.