Rascasse Audience Intelligence

hallmark Target Market in United States

A data profile of the people who buy, follow and care about hallmark in United States — modelled from more than twelve digital signal sources. hallmark has an estimated audience of 4,088,334 people in United States.

#812among Brand in United States#522in Home & Garden

The average hallmark fan in United States is 41.9 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Pennsylvania.

Top brand affinities include NASDAQ, Charli XCX, Cyndi Lauper, with strongest over-indexing on NASDAQ (8.99× the country average).

Demographically, the hallmark audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Quality Awareness, Family Orientation.

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

The typical hallmark fan in United States is more female, around 41.9 years old, with strong Quality Awareness tendencies and a notable affinity for NASDAQ.

Category: Home & Garden · 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 hallmark profile in United States.

Audience size
4.1M
in United States
Gender
62.2%♀
37.8% male
Age
41.9
average years
Country rank
#7911
Brand in United States
Fig. 01

Search interest · 12-month trend

+52%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of hallmark

62.2% are female, 37.8% are male, average age 41.9.

Fig. 02

Gender split

62.2%
Female
37.8%
Male
Demographic split for hallmark audience in United States
MetricValue
Female62.2%
Male37.8%
Average age41.9
Estimated audience size4,088,334
Fig. 03

Age distribution

Ø 41.9
average years
Age distribution of the hallmark audience in United States
Age bracketShare%
16-1917%
20-2914%
30-3919%
40-4923%
50+27%
Fig. 04

Worldwide distribution

71.5%

of the worldwide hallmark audience comes from United States.

Worldwide audience distribution share by country for hallmark
CountryShare
United States71.5%
Netherlands7.4%
Canada3.9%
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 hallmark audience in United States is strongest.

Fig. 05

Top regions by affinity

hallmark customers by region in United States
#RegionReachAffinity×
01Pennsylvania~200K1.93×
02Kansas~50K1.72×
03Delaware~20K1.64×
04West Virginia~30K1.59×
05Missouri~90K1.57×
06Michigan~100K1.48×
07Virginia~100K1.48×
08Maryland~90K1.48×
09Ohio~200K1.35×
10North Carolina~100K1.27×
11Wisconsin~70K1.25×
12New Jersey~100K1.24×
13Indiana~80K1.23×
14Illinois~200K1.22×
15Nebraska~20K1.20×
16Iowa~40K1.16×
17Kentucky~50K1.15×
18Texas~400K1.11×
19Nevada~40K1.07×
20North Dakota~8K1.06×
21Oklahoma~40K1.00×
22Arkansas~30K0.99×
23Arizona~70K0.94×
24Colorado~50K0.93×
25New Hampshire~10K0.93×
26South Carolina~50K0.91×
27Minnesota~50K0.90×
28South Dakota~8K0.89×
29Tennessee~60K0.86×
30Washington~60K0.85×
31Idaho~20K0.83×
32Florida~200K0.80×
33Alabama~40K0.78×
34Vermont~5K0.78×
35California~300K0.76×
36Connecticut~30K0.75×
37Maine~10K0.75×
38Georgia~90K0.74×
39Hawaii~10K0.74×
40Oregon~30K0.73×
41Utah~20K0.72×
42New Mexico~10K0.72×
43Louisiana~30K0.69×
44Montana~7K0.69×
45New York~100K0.68×
46Mississippi~20K0.66×
47Alaska~5K0.65×
48Rhode Island~7K0.61×
49Massachusetts~40K0.56×
50Washington, District of Columbia~6K0.56×
Fig. 06

Affinity by region

Affinity by region — hallmark, United States
0.56×1.00×1.93×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for hallmark audience
#·InterestCategoryAffinity×
01Irina ShaykFashion & Accessoires22.32×
02Cyndi LauperMusic & Radio16.09×
03Charli XCXMusic & Radio14.87×
04NASDAQBusiness & Career8.99×
05Channing TatumMovies & TV5.55×
06QVCMovies & TV4.05×
07HypermarketShopping3.74×
08Western UnionBusiness & Career3.47×
09Discount storesShopping2.66×
10Microwave ovenHome & Garden2.64×
11United Parcel ServiceBusiness & Career2.45×
12Financial servicesBusiness & Career2.29×
13Real propertyHome & Garden2.27×
14Hardware storeHome & Garden2.25×
15Pizza HutFood & Beverages2.20×
16IKEAHome & Garden2.04×
17SubwayFood & Beverages1.81×
18Shopping mallsShopping1.79×
19Wendy'sFood & Beverages1.74×
20Trader Joe'sShopping1.69×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the hallmark 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 hallmark audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.93×
Family OrientationCONSERVATISM1.69×
Convenience OrientationPREMIUM1.67×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by hallmark audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.70×
Risk AppetiteTHRILL0.77×
MindfulnessBALANCE0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is hallmark's target market in United States?

hallmark's target market in United States covers an estimated 4,088,334 people, concentrated in Texas and California.

02

What is the gender split and age of hallmark customers?

62.2% of the hallmark audience are female, 37.8% are male, with an average age of 41.9 years.

03

Which brands do hallmark fans like most?

hallmark fans show strongest brand affinity for NASDAQ (8.99×), Charli XCX (14.87×), and Cyndi Lauper (16.09×) over the country average.

04

Where do hallmark fans live in United States?

hallmark fans in United States are most concentrated in Texas (reach ~400K), California (reach ~300K), and Pennsylvania (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do hallmark fans also like?

Beyond hallmark itself, the audience over-indexes on Charli XCX (14.87×), Cyndi Lauper (16.09×), Irina Shayk (22.32×), and QVC (4.05×) compared to the United States average.

Appendix

Explore more audiences

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

More Home & Garden audiences in United States

See hallmark audiences in other countries

How to read this data

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