Rascasse Audience Intelligence

Five Below Target Market in United States

A data profile of the people who buy, follow and care about Five Below in United States — modelled from more than twelve digital signal sources. Five Below has an estimated audience of 35,419,193 people in United States.

#1among Discount store in United States#75among Brand in United States#39in Shopping

The average Five Below fan in United States is 40.5 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, Florida, California.

Top brand affinities include Chuck E. Cheese's, Insane Inflatable 5K, Sky Zone, with strongest over-indexing on Chuck E. Cheese's (13.91× the country average).

Demographically, the Five Below audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Extroversion, Family Orientation.

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

The typical Five Below fan in United States is more female, around 40.5 years old, with strong Extroversion tendencies and a notable affinity for Chuck E. Cheese's.

Category: Shopping · Type: Brand · Subtype: Discount store

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 Five Below profile in United States.

Audience size
35.4M
in United States
Gender
77.6%♀
22.4% male
Age
40.5
average years
Country rank
#703
Brand in United States
Fig. 01

Search interest · 12-month trend

+65%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Five Below

77.6% are female, 22.4% are male, average age 40.5.

Fig. 02

Gender split

77.6%
Female
22.4%
Male
Demographic split for Five Below audience in United States
MetricValue
Female77.6%
Male22.4%
Average age40.5
Estimated audience size35,419,193
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Five Below audience in United States
Age bracketShare%
16-1912%
20-2920%
30-3927%
40-4926%
50+16%
Fig. 04

Worldwide distribution

97.5%

of the worldwide Five Below audience comes from United States.

Worldwide audience distribution share by country for Five Below
CountryShare
United States97.5%
China0.5%
Mexico0.2%
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 Five Below audience in United States is strongest.

Fig. 05

Top regions by affinity

Five Below customers by region in United States
#RegionReachAffinity×
01Florida~3.5M1.64×
02Maryland~900K1.60×
03Pennsylvania~1.5M1.57×
04New Jersey~1M1.55×
05Texas~4M1.52×
06New York~2.5M1.43×
07Tennessee~900K1.40×
08Kentucky~500K1.38×
09Delaware~100K1.36×
10Alabama~600K1.34×
11Illinois~1.5M1.32×
12Connecticut~400K1.31×
13Ohio~1.5M1.30×
14Georgia~1M1.28×
15Missouri~700K1.28×
16Michigan~1M1.27×
17South Carolina~600K1.26×
18Mississippi~300K1.25×
19Indiana~700K1.22×
20Louisiana~500K1.22×
21Rhode Island~100K1.22×
22Oklahoma~400K1.19×
23Virginia~900K1.17×
24West Virginia~200K1.16×
25North Carolina~1M1.15×
26Arizona~700K1.14×
27Nevada~300K1.11×
28Kansas~300K1.07×
29Utah~300K1.04×
30Arkansas~300K1.04×
31Nebraska~200K1.02×
32Massachusetts~600K0.98×
33New Mexico~200K0.95×
34Wisconsin~400K0.94×
35California~3M0.93×
36Colorado~400K0.88×
37Iowa~200K0.86×
38Minnesota~400K0.85×
39New Hampshire~100K0.78×
40North Dakota~40K0.62×
41South Dakota~40K0.61×
42Washington, District of Columbia~60K0.60×
43Maine~70K0.59×
44Washington~300K0.47×
45Vermont~20K0.34×
46Oregon~100K0.33×
47Wyoming~10K0.32×
48Idaho~30K0.17×
49Montana~10K0.14×
50Hawaii~10K0.11×
Fig. 06

Affinity by region

Affinity by region — Five Below, United States
0.11×1.00×1.64×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Five Below audience
#·InterestCategoryAffinity×
01Insane Inflatable 5KTravel & Leisure64.33×
02garanimalsKids & Family51.11×
03Bernadette PetersMovies & TV20.55×
04Trick 'r TreatMovies & TV16.27×
05Chuck E. Cheese'sFood & Beverages13.91×
06Citi TrendsShopping12.75×
07Sky ZoneKids & Family12.56×
08Ollie's Bargain OutletShopping9.96×
09Dave & Buster'sFood & Beverages8.14×
10Great Wolf ResortsTravel & Leisure7.71×
11Variety storeShopping7.64×
12Party CityKids & Family7.51×
13TopGolfSports4.89×
14Family DollarFashion & Accessoires3.77×
15Spirit HalloweenKids & Family3.22×
16WeekBusiness & Career2.65×
17Dollar TreeShopping2.63×
18Hobby LobbyHome & Garden2.62×
19Dollar GeneralShopping2.28×
20AldiShopping1.87×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Five Below 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 Five Below audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.78×
Family OrientationCONSERVATISM1.57×
Price SensitivityPREMIUM1.50×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Five Below audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.84×
Luxury OrientationPREMIUM0.91×
Career OrientationPOWER0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Five Below's target market in United States?

Five Below's target market in United States covers an estimated 35,419,193 people, concentrated in Texas and Florida.

02

What is the gender split and age of Five Below customers?

77.6% of the Five Below audience are female, 22.4% are male, with an average age of 40.5 years.

03

Which brands do Five Below fans like most?

Five Below fans show strongest brand affinity for Chuck E. Cheese's (13.91×), Insane Inflatable 5K (64.33×), and Sky Zone (12.56×) over the country average.

04

Where do Five Below fans live in United States?

Five Below fans in United States are most concentrated in Texas (reach ~4M), Florida (reach ~3.5M), and California (reach ~3M). These three regions account for the largest share of the active audience.

05

What other brands do Five Below fans also like?

Beyond Five Below itself, the audience over-indexes on Insane Inflatable 5K (64.33×), Sky Zone (12.56×), Dave & Buster's (8.14×), and Ollie's Bargain Outlet (9.96×) compared to the United States average.

Appendix

Explore more audiences

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

More Discount store audiences in United States

See Five Below audiences in other countries

How to read this data

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