Rascasse Audience Intelligence

Handicraft Audience in United States

A data profile of the people who buy, follow and care about Handicraft in United States — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 63,386,818 people in United States.

#193among Topic in United States#15in Home & Garden

The average Handicraft fan in United States is 41.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Pennsylvania.

Top brand affinities include Do it yourself (DIY), Planet Fitness, Etsy, with strongest over-indexing on Do it yourself (DIY) (1.8× the country average).

Demographically, the Handicraft audience skews more female with an average age of 41.6, and over-indexes on personality traits such as DIY Mentality, Design Affinity.

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

The typical Handicraft fan in United States is more female, around 41.6 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).

Category: Home & Garden · Type: Topic

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 Handicraft profile in United States.

Audience size
63.4M
in United States
Gender
61.9%♀
38.1% male
Age
41.6
average years
Country rank
#256
Topic in United States
Fig. 01

Search interest · 12-month trend

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

Demographics of Handicraft fans

61.9% are female, 38.1% are male, average age 41.6.

Fig. 02

Gender split

61.9%
Female
38.1%
Male
Demographic split for Handicraft audience in United States
MetricValue
Female61.9%
Male38.1%
Average age41.6
Estimated audience size63,386,818
Fig. 03

Age distribution

Ø 41.6
average years
Age distribution of the Handicraft audience in United States
Age bracketShare%
16-1915%
20-2917%
30-3919%
40-4922%
50+26%
Fig. 04

Worldwide distribution

18.3%

of the worldwide Handicraft audience comes from United States.

Worldwide audience distribution share by country for Handicraft
CountryShare
United States18.3%
Japan6.2%
Brazil5.4%
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 Handicraft audience in United States is strongest.

Fig. 05

Top regions by affinity

Handicraft fans by region: top regions in United States
#RegionReachAffinity×
01Pennsylvania~5M2.45×
02Delaware~300K1.51×
03Missouri~1.5M1.35×
04California~8.5M1.22×
05Hawaii~300K1.20×
06New York~4M1.18×
07Washington~1.5M1.16×
08Washington, District of Columbia~200K1.11×
09Texas~6M1.07×
10New Jersey~1.5M1.05×
11Kansas~500K1.03×
12Vermont~100K1.02×
13Alaska~100K1.01×
14New Hampshire~200K0.99×
15North Dakota~100K0.99×
16Ohio~2M0.98×
17Oregon~700K0.98×
18Maine~200K0.98×
19Rhode Island~200K0.98×
20Montana~200K0.98×
21South Dakota~100K0.98×
22Virginia~1.5M0.97×
23Maryland~1M0.97×
24Nebraska~300K0.97×
25Massachusetts~1M0.96×
26New Mexico~300K0.96×
27West Virginia~300K0.96×
28North Carolina~2M0.95×
29Connecticut~600K0.95×
30Utah~500K0.95×
31Arkansas~500K0.95×
32Idaho~300K0.95×
33South Carolina~900K0.94×
34Louisiana~800K0.94×
35Oklahoma~700K0.94×
36Mississippi~500K0.93×
37Colorado~900K0.92×
38Michigan~1.5M0.91×
39Indiana~1M0.91×
40Minnesota~800K0.91×
41Kentucky~700K0.91×
42Nevada~600K0.91×
43Iowa~500K0.91×
44Illinois~2M0.90×
45Alabama~800K0.90×
46Florida~4M0.88×
47Tennessee~1M0.88×
48Arizona~1M0.87×
49Wisconsin~800K0.87×
50Georgia~1.5M0.86×
Fig. 06

Affinity by region

Affinity by region — Handicraft, United States
0.86×1.00×2.45×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Handicraft audience
#·InterestCategoryAffinity×
01Diaper bagKids & Family2.40×
02SewingHome & Garden2.03×
03EtsyFashion & Accessoires1.84×
04Do it yourself (DIY)Home & Garden1.80×
05RefrigeratorHome & Garden1.76×
06MetaphysicsBusiness & Career1.71×
07Planet FitnessSports1.70×
08NASDAQBusiness & Career1.68×
09Made in USABusiness & Career1.66×
10KnittingHome & Garden1.66×
11PastryFood & Beverages1.65×
12Vintage clothingFashion & Accessoires1.64×
13Real propertyHome & Garden1.63×
14InnovationBusiness & Career1.63×
15Microwave ovenHome & Garden1.63×
16Decorative artsArts & Culture1.59×
17Hardware storeHome & Garden1.55×
18KitchenwareHome & Garden1.52×
19IKEAHome & Garden1.51×
20BakeryFood & Beverages1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Handicraft 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 Handicraft audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.56×
Design AffinityPREMIUM1.46×
CreativityOPEN1.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Handicraft audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.91×
Quality AwarenessPREMIUM0.99×
Need for SecurityCONSERVATISM1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Handicraft have in United States?

Handicraft has an estimated audience of 63,386,818 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Handicraft fans?

61.9% of Handicraft fans are female, 38.1% are male, with an average age of 41.6 years.

03

Which brands do Handicraft fans like most?

Handicraft fans show strongest brand affinity for Do it yourself (DIY) (1.8×), Planet Fitness (1.7×), and Etsy (1.84×) over the country average.

04

Where do Handicraft fans live in United States?

Handicraft fans in United States are most concentrated in California (reach ~8.5M), Texas (reach ~6M), and Pennsylvania (reach ~5M). These three regions account for the largest share of the active audience.

05

What other brands do Handicraft fans also like?

Beyond Handicraft itself, the audience over-indexes on Planet Fitness (1.7×), Etsy (1.84×), Diaper bag (2.4×), and IKEA (1.51×) 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 Handicraft audiences in other countries

How to read this data

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