Rascasse Audience Intelligence

John Lewis (department store) Target Market in United States

A data profile of the people who buy, follow and care about John Lewis (department store) in United States — modelled from more than twelve digital signal sources. John Lewis (department store) has an estimated audience of 355,360 people in United States.

#307among Department store in United States#4572among Brand in United States#615in Shopping

The average John Lewis (department store) fan in United States is 31.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Georgia, New York.

Top brand affinities include Oxford Street, 408, Mod Sun, with strongest over-indexing on Oxford Street (89.26× the country average).

Demographically, the John Lewis (department store) audience skews more female with an average age of 31.8, and over-indexes on personality traits such as Extroversion, Luxury Orientation.

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

The typical John Lewis (department store) fan in United States is more female, around 31.8 years old, with strong Extroversion tendencies and a notable affinity for Oxford Street.

Category: Shopping · Type: Brand · Subtype: Department 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 John Lewis (department store) profile in United States.

Audience size
355K
in United States
Gender
71.1%♀
28.9% male
Age
31.8
average years
Country rank
#44269
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of John Lewis (department store)

71.1% are female, 28.9% are male, average age 31.8.

Fig. 02

Gender split

71.1%
Female
28.9%
Male
Demographic split for John Lewis (department store) audience in United States
MetricValue
Female71.1%
Male28.9%
Average age31.8
Estimated audience size355,360
Fig. 03

Age distribution

Ø 31.8
average years
Age distribution of the John Lewis (department store) audience in United States
Age bracketShare%
16-1940%
20-2922%
30-3916%
40-4914%
50+8%
Fig. 04

Worldwide distribution

1.8%

of the worldwide John Lewis (department store) audience comes from United States.

Worldwide audience distribution share by country for John Lewis (department store)
CountryShare
United Kingdom95.6%
United States1.8%
Spain0.3%
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 John Lewis (department store) audience in United States is strongest.

Fig. 05

Top regions by affinity

John Lewis (department store) customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~4K3.49×
02Georgia~30K2.67×
03Alabama~8K1.55×
04Mississippi~4K1.39×
05Maryland~8K1.38×
06New York~30K1.32×
07Virginia~10K1.24×
08New Jersey~10K1.21×
09Illinois~10K1.17×
10North Carolina~10K1.14×
11Massachusetts~8K1.11×
12Delaware~1K1.11×
13Tennessee~8K1.09×
14Connecticut~4K1.09×
15Michigan~10K1.05×
16Kansas~3K1.04×
17California~40K1.02×
18South Carolina~5K1.02×
19Vermont<1K1.02×
20Washington~7K0.99×
21Maine~1K0.98×
22Pennsylvania~10K0.95×
23Louisiana~4K0.95×
24Rhode Island~1K0.94×
25Florida~20K0.93×
26West Virginia~2K0.92×
27Kentucky~4K0.89×
28Indiana~6K0.88×
29Iowa~3K0.87×
30Minnesota~4K0.86×
31Oregon~3K0.85×
32Texas~30K0.84×
33Arkansas~2K0.84×
34New Hampshire~1K0.84×
35Nevada~3K0.82×
36Ohio~9K0.81×
37Missouri~5K0.81×
38Wisconsin~4K0.81×
39Nebraska~1K0.81×
40Colorado~4K0.77×
41Arizona~5K0.75×
42Alaska<1K0.73×
43South Dakota<1K0.72×
44North Dakota<1K0.72×
45New Mexico~1K0.71×
46Montana<1K0.68×
47Oklahoma~3K0.67×
48Hawaii~1K0.67×
49Utah~2K0.63×
50Idaho~1K0.63×
Fig. 06

Affinity by region

Affinity by region — John Lewis (department store), United States
0.63×1.00×3.49×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the John Lewis (department store) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for John Lewis (department store) audience
#·InterestCategoryAffinity×
01408Music & Radio250.04×
02Mod SunMusic & Radio250.04×
03SuecoMusic & Radio250.04×
04How to Dress WellMusic & Radio114.36×
05Matas (drug store)Shopping113.72×
06Oxford StreetTravel & Leisure89.26×
07Super-PharmHealth79.03×
08BathsMusic & Radio76.96×
09Müller (company)Food & Beverages62.83×
10Holt RenfrewShopping62.22×
11Galeries LafayetteShopping56.94×
12Project X (2012 film)Movies & TV49.60×
13Muse (band)Music & Radio44.96×
14Christian DiorFashion & Accessoires24.16×
15Jared LetoMovies & TV22.46×
16El Palacio de HierroShopping20.61×
17MSNBCMovies & TV11.25×
18Diet foodFood & Beverages10.00×
19Macy'sShopping9.10×
20ManhattanTravel & Leisure7.09×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the John Lewis (department store) 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 John Lewis (department store) audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL2.58×
Luxury OrientationPREMIUM1.67×
Quality AwarenessPREMIUM1.60×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by John Lewis (department store) audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.95×
PatriotismCONSERVATISM1.08×
DIY MentalityTHRILL1.09×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is John Lewis (department store)'s target market in United States?

John Lewis (department store)'s target market in United States covers an estimated 355,360 people, concentrated in California and Georgia.

02

What is the gender split and age of John Lewis (department store) customers?

71.1% of the John Lewis (department store) audience are female, 28.9% are male, with an average age of 31.8 years.

03

Which brands do John Lewis (department store) fans like most?

John Lewis (department store) fans show strongest brand affinity for Oxford Street (89.26×), 408 (250.04×), and Mod Sun (250.04×) over the country average.

04

Where do John Lewis (department store) fans live in United States?

John Lewis (department store) fans in United States are most concentrated in California (reach ~40K), Georgia (reach ~30K), and New York (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do John Lewis (department store) fans also like?

Beyond John Lewis (department store) itself, the audience over-indexes on 408 (250.04×), Mod Sun (250.04×), Sueco (250.04×), and Baths (76.96×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for John Lewis (department store). 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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