Rascasse Audience Intelligence

Big Lots Target Market in United States

A data profile of the people who buy, follow and care about Big Lots in United States — modelled from more than twelve digital signal sources. Big Lots has an estimated audience of 6,910,731 people in United States.

#2among Home accessories in United States#530among Brand in United States#362in Home & Garden

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, North Carolina.

Top brand affinities include Dollar General, Dollar Tree, Family Dollar, 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, Tradition.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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.

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Big Lots profile in United States.

Audience size
6.9M
in United States
Gender
77.6%♀
22.4% male
Age
44.9
average years
Country rank
#5077
Brand in United States
Fig. 01

Search interest · 12-month trend

-54%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Big Lots

77.6% are female, 22.4% are male, average age 44.9.

Fig. 02

Gender split

77.6%
Female
22.4%
Male
Demographic split for Big Lots audience in United States
MetricValue
Female77.6%
Male22.4%
Average age44.9
Estimated audience size6,910,731
Fig. 03

Age distribution

Ø 44.9
average years
Age distribution of the Big Lots audience in United States
Age bracketShare%
16-197%
20-2915%
30-3920%
40-4928%
50+30%
Fig. 04

Worldwide distribution

93.4%

of the worldwide Big Lots audience comes from United States.

Worldwide audience distribution share by country for Big Lots
CountryShare
United States93.4%
China2.0%
United Kingdom0.6%
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

Where the Big Lots audience in United States is strongest.

Fig. 05

Top regions by affinity

Big Lots customers by region in United States
#RegionReachAffinity×
01West Virginia~100K3.49×
02South Carolina~300K2.59×
03North Carolina~600K2.46×
04Kentucky~200K2.41×
05Ohio~600K2.38×
06Tennessee~300K2.18×
07Pennsylvania~500K1.89×
08Alabama~200K1.63×
09Indiana~200K1.53×
10Virginia~300K1.44×
11Michigan~300K1.41×
12Oklahoma~100K1.38×
13Georgia~300K1.33×
14Mississippi~90K1.33×
15Delaware~30K1.33×
16New Mexico~50K1.32×
17Florida~700K1.24×
18Louisiana~100K1.16×
19Maryland~100K1.11×
20Vermont~10K1.06×
21New Hampshire~30K1.02×
22Arkansas~60K1.01×
23Texas~700K1.00×
24Connecticut~80K0.99×
25Missouri~100K0.98×
26Arizona~200K0.95×
27New Jersey~200K0.86×
28New York~400K0.81×
29Massachusetts~100K0.80×
30Nevada~60K0.77×
31Maine~20K0.74×
32Rhode Island~20K0.68×
33Idaho~30K0.65×
34Illinois~200K0.64×
35California~500K0.58×
36Oregon~50K0.57×
37Kansas~30K0.57×
38Washington~80K0.54×
39Colorado~60K0.51×
40Wyoming~5K0.44×
41Wisconsin~50K0.41×
42Utah~30K0.39×
43Montana~8K0.38×
44Nebraska~10K0.34×
45Washington, District of Columbia~8K0.32×
46Iowa~20K0.30×
47North Dakota~5K0.30×
48Alaska~4K0.27×
49Minnesota~20K0.17×
50Hawaii~5K0.16×
Fig. 06

Affinity by region

Affinity by region — Big Lots, United States
0.16×1.00×3.49×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Big Lots audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Big Lots audience
#·InterestCategoryAffinity×
01XoomTechnology & Electronics23.50×
02Food 4 LessShopping6.51×
03Family DollarFashion & Accessoires4.85×
04Dollar GeneralShopping3.87×
05Rent-A-CenterHome & Garden3.79×
06Dollar TreeShopping3.60×
07Five BelowShopping3.16×
08The UPS StoreShopping2.01×
09MarshallsFashion & Accessoires1.90×
10JesusPolitics & Society1.88×
11J. C. PenneyShopping1.88×
12WalgreensShopping1.87×
13Nordstrom rackFashion & Accessoires1.81×
14AldiShopping1.77×
15Discount storesShopping1.77×
16Macy'sShopping1.74×
17CVS PharmacyShopping1.67×
18WeekBusiness & Career1.62×
19Sam's ClubShopping1.58×
20Hobby LobbyHome & Garden1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Big Lots audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Big Lots audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.60×
TraditionCONSERVATISM1.28×
SpiritualityBALANCE1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Big Lots audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.86×
SustainabilityBALANCE0.90×
Pet OwnershipJOY0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Big Lots's target market in United States?

Big Lots's target market in United States covers an estimated 6,910,731 people, concentrated in Texas and Florida.

02

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

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

03

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 Family Dollar (4.85×) over the country average.

04

Where do Big Lots fans live in United States?

Big Lots fans in United States are most concentrated in Texas (reach ~700K), Florida (reach ~700K), and North Carolina (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Big Lots fans also like?

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

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Home accessories audiences in United States

See Big Lots audiences in other countries

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.

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