Rascasse Audience Intelligence

Fiskars Target Market in United States

A data profile of the people who buy, follow and care about Fiskars in United States — modelled from more than twelve digital signal sources. Fiskars has an estimated audience of 649,371 people in United States.

#18among Tools in United States#3218among Brand in United States#1340in Home & Garden

The average Fiskars fan in United States is 46.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Fifth Third Bank, Key Food, DuckDuckGo, with strongest over-indexing on Fifth Third Bank (28.79× the country average).

Demographically, the Fiskars audience skews balanced with an average age of 46.9, and over-indexes on personality traits such as Early Adopter Mentality, Quality Awareness.

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

The typical Fiskars fan in United States is balanced, around 46.9 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Fifth Third Bank.

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

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 Fiskars profile in United States.

Audience size
649K
in United States
Gender
52.5%♀
47.5% male
Age
46.9
average years
Country rank
#31302
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Fiskars

52.5% are female, 47.5% are male, average age 46.9.

Fig. 02

Gender split

52.5%
Female
47.5%
Male
Demographic split for Fiskars audience in United States
MetricValue
Female52.5%
Male47.5%
Average age46.9
Estimated audience size649,371
Fig. 03

Age distribution

Ø 46.9
average years
Age distribution of the Fiskars audience in United States
Age bracketShare%
16-197%
20-2912%
30-3917%
40-4924%
50+40%
Fig. 04

Worldwide distribution

26.8%

of the worldwide Fiskars audience comes from United States.

Worldwide audience distribution share by country for Fiskars
CountryShare
United States26.8%
Finland10.8%
Germany8.8%
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 Fiskars audience in United States is strongest.

Fig. 05

Top regions by affinity

Fiskars customers by region in United States
#RegionReachAffinity×
01Wisconsin~20K2.48×
02Oregon~10K1.52×
03Maine~3K1.42×
04Mississippi~7K1.32×
05Vermont~2K1.32×
06Washington~20K1.31×
07Minnesota~10K1.23×
08New Hampshire~3K1.18×
09Michigan~20K1.15×
10Tennessee~20K1.14×
11Montana~2K1.11×
12Alaska~2K1.09×
13Arkansas~6K1.08×
14Idaho~4K1.08×
15West Virginia~3K1.06×
16Connecticut~7K1.04×
17Ohio~20K1.00×
18Iowa~5K1.00×
19Pennsylvania~20K0.99×
20North Carolina~20K0.97×
21Illinois~20K0.96×
22Indiana~10K0.96×
23Missouri~10K0.94×
24California~70K0.93×
25Virginia~10K0.93×
26Massachusetts~10K0.92×
27Colorado~10K0.92×
28Kentucky~8K0.92×
29South Dakota~1K0.92×
30Nebraska~3K0.91×
31Oklahoma~7K0.90×
32Utah~5K0.90×
33Kansas~5K0.90×
34New Mexico~3K0.90×
35North Dakota~1K0.90×
36South Carolina~9K0.89×
37Hawaii~3K0.88×
38Alabama~8K0.87×
39Rhode Island~2K0.87×
40Delaware~2K0.87×
41Arizona~10K0.86×
42Georgia~20K0.85×
43New Jersey~10K0.82×
44New York~30K0.81×
45Maryland~9K0.81×
46Washington, District of Columbia~2K0.77×
47Louisiana~6K0.76×
48Texas~40K0.74×
49Nevada~5K0.72×
50Florida~30K0.71×
Fig. 06

Affinity by region

Affinity by region — Fiskars, United States
0.71×1.00×2.48×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fiskars audience
#·InterestCategoryAffinity×
01Atlanta Track ClubSports125.73×
02Carleton UniversityBusiness & Career106.75×
03Nassim Nicholas TalebLiterature90.28×
04Flower magazineHome & Garden62.69×
05Chelsea Flower ShowHome & Garden59.42×
06Peter SchiffMovies & TV54.19×
07Zaha HadidArts & Culture53.06×
08Key FoodShopping46.03×
09Frank GehryArts & Culture41.50×
10The RegisterNews41.26×
11TwilioTechnology & Electronics31.80×
12Friendly'sFood & Beverages31.74×
13Fifth Third BankBusiness & Career28.79×
14Anne BurrellFood & Beverages26.86×
15Thumbtack (website)Home & Garden22.69×
16HoneyBaked HamFood & Beverages21.59×
17DuckDuckGoInternet & Social Media17.36×
18Pilot Flying JCars & Mobility13.50×
19The UPS StoreShopping8.53×
20Luxury real estateBusiness & Career8.07×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fiskars 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 Fiskars audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER2.14×
Quality AwarenessPREMIUM1.74×
Luxury OrientationPREMIUM1.65×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fiskars audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.88×
Pet OwnershipJOY1.03×
Sports ActivityPOWER1.08×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Fiskars's target market in United States?

Fiskars's target market in United States covers an estimated 649,371 people, concentrated in California and Texas.

02

What is the gender split and age of Fiskars customers?

52.5% of the Fiskars audience are female, 47.5% are male, with an average age of 46.9 years.

03

Which brands do Fiskars fans like most?

Fiskars fans show strongest brand affinity for Fifth Third Bank (28.79×), Key Food (46.03×), and DuckDuckGo (17.36×) over the country average.

04

Where do Fiskars fans live in United States?

Fiskars fans in United States are most concentrated in California (reach ~70K), Texas (reach ~40K), and Florida (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Fiskars fans also like?

Beyond Fiskars itself, the audience over-indexes on Key Food (46.03×), DuckDuckGo (17.36×), The UPS Store (8.53×), and Anne Burrell (26.86×) compared to the United States average.

Appendix

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

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How to read this data

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