Rascasse Audience Intelligence

FAO Schwarz Target Market in United States

A data profile of the people who buy, follow and care about FAO Schwarz in United States — modelled from more than twelve digital signal sources. FAO Schwarz has an estimated audience of 1,465,954 people in United States.

#1868among Brand in United States#313in Shopping

The average FAO Schwarz fan in United States is 32.8 years old, more male, and lives primarily in New York.

The audience is concentrated in New York, New Jersey, California.

Top brand affinities include Home Alone, The Change-Up, Summer Heights High, with strongest over-indexing on Home Alone (89.26× the country average).

Demographically, the FAO Schwarz audience skews more male with an average age of 32.8, and over-indexes on personality traits such as Tradition, Individualism.

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

The typical FAO Schwarz fan in United States is more male, around 32.8 years old, with strong Tradition tendencies and a notable affinity for Home Alone.

Category: Shopping · Type: Brand

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 FAO Schwarz profile in United States.

Audience size
1.5M
in United States
Gender
44.1%♀
55.9% male
Age
32.8
average years
Country rank
#18076
Brand in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of FAO Schwarz

44.1% are female, 55.9% are male, average age 32.8.

Fig. 02

Gender split

44.1%
Female
55.9%
Male
Demographic split for FAO Schwarz audience in United States
MetricValue
Female44.1%
Male55.9%
Average age32.8
Estimated audience size1,465,954
Fig. 03

Age distribution

Ø 32.8
average years
Age distribution of the FAO Schwarz audience in United States
Age bracketShare%
16-1949%
20-2911%
30-3911%
40-4911%
50+18%
Fig. 04

Worldwide distribution

74.1%

of the worldwide FAO Schwarz audience comes from United States.

Worldwide audience distribution share by country for FAO Schwarz
CountryShare
United States74.1%
China4.9%
Italy4.5%
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 FAO Schwarz audience in United States is strongest.

Fig. 05

Top regions by affinity

FAO Schwarz customers by region in United States
#RegionReachAffinity×
01New York~1M20.69×
02New Jersey~100K3.17×
03Connecticut~20K1.61×
04Pennsylvania~50K0.95×
05Massachusetts~30K0.93×
06Delaware~3K0.90×
07Rhode Island~4K0.88×
08Vermont~2K0.86×
09Washington, District of Columbia~3K0.80×
10Maryland~20K0.78×
11Virginia~30K0.76×
12New Hampshire~4K0.75×
13Maine~4K0.73×
14West Virginia~4K0.68×
15Alaska~2K0.68×
16North Dakota~2K0.65×
17South Dakota~2K0.64×
18Montana~2K0.61×
19Florida~60K0.60×
20North Carolina~30K0.60×
21Kentucky~10K0.60×
22California~90K0.59×
23South Carolina~10K0.59×
24Tennessee~20K0.58×
25Georgia~20K0.57×
26Alabama~10K0.57×
27Hawaii~3K0.57×
28Illinois~30K0.56×
29Ohio~20K0.54×
30Mississippi~6K0.54×
31Arkansas~6K0.54×
32Idaho~4K0.54×
33Texas~60K0.53×
34Washington~10K0.53×
35Indiana~10K0.53×
36Louisiana~10K0.53×
37Utah~7K0.53×
38Nebraska~4K0.53×
39Oklahoma~8K0.52×
40Nevada~7K0.52×
41Kansas~6K0.51×
42Michigan~20K0.50×
43New Mexico~4K0.50×
44Missouri~10K0.49×
45Iowa~6K0.49×
46Colorado~10K0.48×
47Wisconsin~10K0.47×
48Minnesota~9K0.47×
49Arizona~10K0.46×
50Oregon~7K0.45×
Fig. 06

Affinity by region

Affinity by region — FAO Schwarz, United States
0.45×1.00×20.69×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for FAO Schwarz audience
#·InterestCategoryAffinity×
01Summer Heights HighMovies & TV797.15×
02Erin HeathertonFashion & Accessoires430.04×
03The Change-UpMovies & TV344.22×
04Charlie St. Cloud (film)Movies & TV330.10×
05Junior AchievementPolitics & Society317.69×
06National Maritime MuseumArts & Culture241.59×
07Preston BaileyMovies & TV230.23×
08Hancock FabricsShopping212.29×
09The Artist (film)Movies & TV141.40×
10american psychoMovies & TV124.27×
11Glade (brand)Home & Garden117.81×
12Home AloneMovies & TV89.26×
13JumanjiMovies & TV83.09×
14Dinosaur BBQFood & Beverages80.89×
15Boys & Girls Clubs of AmericaKids & Family75.61×
16The SandlotMovies & TV52.16×
17The GooniesMovies & TV47.56×
18Mrs. DoubtfireMovies & TV45.11×
19Sprout (TV network)Movies & TV39.06×
20OUTDOOR ADVENTUREGames26.18×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the FAO Schwarz 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 FAO Schwarz audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.65×
IndividualismJOY1.48×
Design AffinityPREMIUM1.46×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by FAO Schwarz audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.95×
Social Media UsageJOY1.07×
Risk AppetiteTHRILL1.07×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is FAO Schwarz's target market in United States?

FAO Schwarz's target market in United States covers an estimated 1,465,954 people, concentrated in New York and New Jersey.

02

What is the gender split and age of FAO Schwarz customers?

44.1% of the FAO Schwarz audience are female, 55.9% are male, with an average age of 32.8 years.

03

Which brands do FAO Schwarz fans like most?

FAO Schwarz fans show strongest brand affinity for Home Alone (89.26×), The Change-Up (344.22×), and Summer Heights High (797.15×) over the country average.

04

Where do FAO Schwarz fans live in United States?

FAO Schwarz fans in United States are most concentrated in New York (reach ~1M), New Jersey (reach ~100K), and California (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do FAO Schwarz fans also like?

Beyond FAO Schwarz itself, the audience over-indexes on The Change-Up (344.22×), Summer Heights High (797.15×), american psycho (124.27×), and The Artist (film) (141.4×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See FAO Schwarz audiences in other countries

How to read this data

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