Rascasse Audience Intelligence

HomeGoods Target Market in United States

A data profile of the people who buy, follow and care about HomeGoods in United States — modelled from more than twelve digital signal sources. HomeGoods has an estimated audience of 29,157,990 people in United States.

#1among Home accessories in United States#100among Brand in United States#69in Home & Garden

The average HomeGoods fan in United States is 37.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Kohl's, Harry Potter, Old Navy, with strongest over-indexing on Kohl's (1.53× the country average).

Demographically, the HomeGoods audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.

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

The typical HomeGoods fan in United States is more female, around 37.5 years old, with strong Design Affinity tendencies and a notable affinity for Kohl's.

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

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 HomeGoods profile in United States.

Audience size
29.2M
in United States
Gender
68.9%♀
31.1% male
Age
37.5
average years
Country rank
#972
Brand in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of HomeGoods

68.9% are female, 31.1% are male, average age 37.5.

Fig. 02

Gender split

68.9%
Female
31.1%
Male
Demographic split for HomeGoods audience in United States
MetricValue
Female68.9%
Male31.1%
Average age37.5
Estimated audience size29,157,990
Fig. 03

Age distribution

Ø 37.5
average years
Age distribution of the HomeGoods audience in United States
Age bracketShare%
16-1924%
20-2920%
30-3920%
40-4919%
50+17%
Fig. 04

Worldwide distribution

98.7%

of the worldwide HomeGoods audience comes from United States.

Worldwide audience distribution share by country for HomeGoods
CountryShare
United States98.7%
Mexico0.4%
Brazil0.3%
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 HomeGoods audience in United States is strongest.

Fig. 05

Top regions by affinity

HomeGoods customers by region in United States
#RegionReachAffinity×
01Connecticut~600K1.92×
02New Jersey~1.5M1.80×
03Florida~3.5M1.67×
04Virginia~1M1.57×
05Massachusetts~900K1.54×
06New Hampshire~200K1.52×
07Maryland~700K1.47×
08North Carolina~1.5M1.44×
09California~4.5M1.43×
10Illinois~1.5M1.40×
11Washington~800K1.37×
12Texas~3.5M1.33×
13Georgia~1M1.32×
14Rhode Island~100K1.32×
15Minnesota~500K1.31×
16South Carolina~600K1.30×
17Oregon~400K1.29×
18New York~2M1.25×
19Arizona~700K1.20×
20Tennessee~700K1.14×
21Delaware~90K1.08×
22Colorado~500K1.06×
23Utah~300K1.06×
24Kansas~200K1.05×
25Pennsylvania~1M1.03×
26Ohio~900K0.98×
27Michigan~700K0.98×
28Wisconsin~400K0.89×
29Alabama~400K0.89×
30Missouri~400K0.88×
31Oklahoma~300K0.86×
32Iowa~200K0.83×
33New Mexico~100K0.83×
34Indiana~400K0.81×
35Vermont~40K0.78×
36Kentucky~300K0.77×
37Nevada~200K0.76×
38Louisiana~300K0.75×
39Nebraska~100K0.74×
40Washington, District of Columbia~60K0.74×
41Mississippi~200K0.73×
42North Dakota~40K0.70×
43Maine~70K0.68×
44West Virginia~90K0.66×
45Arkansas~100K0.59×
46Idaho~80K0.52×
47Montana~30K0.39×
48South Dakota~20K0.31×
49Alaska~10K0.23×
50Hawaii~20K0.15×
Fig. 06

Affinity by region

Affinity by region — HomeGoods, United States
0.15×1.00×1.92×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for HomeGoods audience
#·InterestCategoryAffinity×
01Home decorating ideasHome & Garden2.44×
02Bath and BodyworksShopping2.43×
03Architecture & DesignBusiness & Career2.32×
04Health And BeautyBeauty & Wellness2.25×
05Boho-chicFashion & Accessoires2.11×
06Fashion NovaShopping1.99×
07YouTube MusicInternet & Social Media1.94×
08Healthy habitsHealth1.92×
09H.O.M.E.Home & Garden1.90×
10TwitchGames1.86×
11Dog loversPets & Animals1.81×
12CVS PharmacyShopping1.76×
13Pottery BarnHome & Garden1.72×
14T.J.MaxxShopping1.69×
15Dog walkingPets & Animals1.66×
16MarshallsFashion & Accessoires1.64×
17Old NavyFashion & Accessoires1.56×
18Whole Foods MarketShopping1.56×
19Harry PotterMovies & TV1.54×
20Kohl'sShopping1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the HomeGoods 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 HomeGoods audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.29×
Luxury OrientationPREMIUM1.16×
Early Adopter MentalityPOWER1.09×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by HomeGoods audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.44×
Need for SecurityCONSERVATISM0.51×
SpiritualityBALANCE0.56×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is HomeGoods's target market in United States?

HomeGoods's target market in United States covers an estimated 29,157,990 people, concentrated in California and Texas.

02

What is the gender split and age of HomeGoods customers?

68.9% of the HomeGoods audience are female, 31.1% are male, with an average age of 37.5 years.

03

Which brands do HomeGoods fans like most?

HomeGoods fans show strongest brand affinity for Kohl's (1.53×), Harry Potter (1.54×), and Old Navy (1.56×) over the country average.

04

Where do HomeGoods fans live in United States?

HomeGoods fans in United States are most concentrated in California (reach ~4.5M), Texas (reach ~3.5M), and Florida (reach ~3.5M). These three regions account for the largest share of the active audience.

05

What other brands do HomeGoods fans also like?

Beyond HomeGoods itself, the audience over-indexes on Harry Potter (1.54×), Old Navy (1.56×), Whole Foods Market (1.56×), and Marshalls (1.64×) compared to the United States average.

Appendix

Explore more audiences

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

More Home accessories audiences in United States

See HomeGoods audiences in other countries

How to read this data

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