Rascasse Audience Intelligence

Discount stores Audience in United States

A data profile of the people who buy, follow and care about Discount stores in United States — modelled from more than twelve digital signal sources. Discount stores has an estimated audience of 38,605,016 people in United States.

#54among Lifestyle cluster in United States#434among Topic in United States#33in Shopping

The average Discount stores fan in United States is 42.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Ohio.

Top brand affinities include Dollar Tree, Aldi, Healthy habits, with strongest over-indexing on Dollar Tree (3.65× the country average).

Demographically, the Discount stores audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Community Orientation, Family Orientation.

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

The typical Discount stores fan in United States is more female, around 42.9 years old, with strong Community Orientation tendencies and a notable affinity for Dollar Tree.

Category: Shopping · Type: Topic · Subtype: Lifestyle cluster

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 Discount stores profile in United States.

Audience size
38.6M
in United States
Gender
63.8%♀
36.2% male
Age
42.9
average years
Country rank
#607
Topic in United States
Fig. 01

Search interest · 12-month trend

+294%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Discount stores fans

63.8% are female, 36.2% are male, average age 42.9.

Fig. 02

Gender split

63.8%
Female
36.2%
Male
Demographic split for Discount stores audience in United States
MetricValue
Female63.8%
Male36.2%
Average age42.9
Estimated audience size38,605,016
Fig. 03

Age distribution

Ø 42.9
average years
Age distribution of the Discount stores audience in United States
Age bracketShare%
16-1911%
20-2918%
30-3921%
40-4924%
50+27%
Fig. 04

Worldwide distribution

11.5%

of the worldwide Discount stores audience comes from United States.

Worldwide audience distribution share by country for Discount stores
CountryShare
United States11.5%
Italy7.8%
Germany6.8%
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

Where the Discount stores audience in United States is strongest.

Fig. 05

Top regions by affinity

Discount stores fans by region: top regions in United States
#RegionReachAffinity×
01Ohio~2.5M2.23×
02Kansas~500K1.78×
03Oregon~700K1.66×
04Mississippi~500K1.56×
05Arkansas~400K1.34×
06Virginia~1M1.33×
07Indiana~900K1.30×
08Oklahoma~600K1.29×
09West Virginia~200K1.25×
10Louisiana~600K1.23×
11Kentucky~600K1.23×
12New York~2.5M1.22×
13Illinois~1.5M1.20×
14Iowa~400K1.20×
15Missouri~700K1.18×
16Tennessee~900K1.17×
17South Carolina~700K1.17×
18Alabama~600K1.14×
19Pennsylvania~1.5M1.13×
20Idaho~200K1.13×
21North Carolina~1.5M1.10×
22Texas~3.5M1.09×
23Georgia~1.5M1.08×
24Nebraska~200K1.08×
25Vermont~70K1.08×
26Michigan~1M1.03×
27Colorado~600K0.98×
28Maine~100K0.96×
29Delaware~100K0.94×
30Florida~2.5M0.92×
31Minnesota~500K0.91×
32New Mexico~200K0.91×
33New Hampshire~100K0.87×
34California~3.5M0.86×
35Maryland~600K0.85×
36Rhode Island~100K0.85×
37Wyoming~50K0.85×
38Wisconsin~500K0.83×
39Arizona~600K0.80×
40Connecticut~300K0.80×
41New Jersey~800K0.79×
42Utah~300K0.79×
43South Dakota~70K0.79×
44Nevada~300K0.78×
45North Dakota~60K0.78×
46Massachusetts~500K0.66×
47Washington~500K0.63×
48Montana~60K0.59×
49Hawaii~80K0.51×
50Washington, District of Columbia~60K0.51×
Fig. 06

Affinity by region

Affinity by region — Discount stores, United States
0.51×1.00×2.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Discount stores audience
#·InterestCategoryAffinity×
01Quinceañera (telenovela)Movies & TV6.77×
02Healthy habitsHealth4.92×
03Five BelowShopping4.49×
04MenardsHome & Garden3.89×
05BurlingtonFashion & Accessoires3.79×
06T.J.MaxxShopping3.66×
07Dollar TreeShopping3.65×
08AldiShopping3.54×
09Concurrent Versions SystemTechnology & Electronics3.40×
10Dick Van DykeMovies & TV3.34×
11Dollar GeneralShopping3.16×
12Hobby LobbyHome & Garden2.64×
13FriendshipKids & Family2.62×
14Women's clothingFashion & Accessoires2.62×
15Kohl'sShopping2.53×
16Mobile phonesTechnology & Electronics2.11×
17ChildKids & Family2.11×
18United StatesTravel & Leisure1.78×
19FoodFood & Beverages1.65×
20Food and drinkFood & Beverages1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Discount stores 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 Discount stores audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN2.04×
Family OrientationCONSERVATISM2.00×
Price SensitivityPREMIUM1.98×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Discount stores audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.90×
PatriotismCONSERVATISM0.92×
ExtroversionTHRILL1.04×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Discount stores have in United States?

Discount stores has an estimated audience of 38,605,016 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Discount stores fans?

63.8% of Discount stores fans are female, 36.2% are male, with an average age of 42.9 years.

03

Which brands do Discount stores fans like most?

Discount stores fans show strongest brand affinity for Dollar Tree (3.65×), Aldi (3.54×), and Healthy habits (4.92×) over the country average.

04

Where do Discount stores fans live in United States?

Discount stores fans in United States are most concentrated in California (reach ~3.5M), Texas (reach ~3.5M), and Ohio (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do Discount stores fans also like?

Beyond Discount stores itself, the audience over-indexes on Aldi (3.54×), Healthy habits (4.92×), Five Below (4.49×), and Quinceañera (telenovela) (6.77×) compared to the United States average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in United States

See Discount stores audiences in other countries

How to read this data

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