Rascasse Audience Intelligence

Kmart Target Market in United States

A data profile of the people who buy, follow and care about Kmart in United States — modelled from more than twelve digital signal sources. Kmart has an estimated audience of 2,340,761 people in United States.

#38among Supermarket in United States#1268among Brand in United States#232in Shopping

The average Kmart fan in United States is 38.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Hobby Lobby, Belk, Marshalls, with strongest over-indexing on Hobby Lobby (6.15× the country average).

Demographically, the Kmart audience skews more female with an average age of 38.4, and over-indexes on personality traits such as Price Sensitivity, Creativity.

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

The typical Kmart fan in United States is more female, around 38.4 years old, with strong Price Sensitivity tendencies and a notable affinity for Hobby Lobby.

Category: Shopping · Type: Brand · Subtype: Supermarket

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 Kmart profile in United States.

Audience size
2.3M
in United States
Gender
77.3%♀
22.7% male
Age
38.4
average years
Country rank
#12554
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 Kmart

77.3% are female, 22.7% are male, average age 38.4.

Fig. 02

Gender split

77.3%
Female
22.7%
Male
Demographic split for Kmart audience in United States
MetricValue
Female77.3%
Male22.7%
Average age38.4
Estimated audience size2,340,761
Fig. 03

Age distribution

Ø 38.4
average years
Age distribution of the Kmart audience in United States
Age bracketShare%
16-1923%
20-2919%
30-3919%
40-4920%
50+20%
Fig. 04

Worldwide distribution

12.9%

of the worldwide Kmart audience comes from United States.

Worldwide audience distribution share by country for Kmart
CountryShare
Australia40.4%
New Zealand24.0%
United States12.9%
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 Kmart audience in United States is strongest.

Fig. 05

Top regions by affinity

Kmart customers by region in United States
#RegionReachAffinity×
01West Virginia~20K1.38×
02Colorado~50K1.32×
03Michigan~80K1.27×
04Pennsylvania~100K1.24×
05New Jersey~70K1.18×
06California~300K1.16×
07Virginia~70K1.16×
08Washington, District of Columbia~8K1.16×
09Hawaii~10K1.15×
10Maryland~50K1.12×
11Kentucky~30K1.12×
12Florida~200K1.11×
13New York~100K1.11×
14Illinois~90K1.11×
15Ohio~80K1.11×
16North Carolina~80K1.09×
17Indiana~50K1.09×
18Alabama~40K1.07×
19North Dakota~5K1.05×
20Tennessee~50K1.03×
21Georgia~70K1.02×
22Arizona~50K1.02×
23South Carolina~40K1.02×
24Delaware~7K1.02×
25Louisiana~30K0.99×
26Rhode Island~7K0.99×
27Texas~200K0.98×
28Wyoming~3K0.98×
29Missouri~40K0.96×
30Nevada~20K0.96×
31Iowa~20K0.96×
32New Hampshire~9K0.96×
33Kansas~20K0.95×
34New Mexico~10K0.95×
35Wisconsin~30K0.94×
36South Dakota~5K0.94×
37Washington~40K0.93×
38Massachusetts~40K0.90×
39Oklahoma~20K0.90×
40Nebraska~10K0.89×
41Connecticut~20K0.87×
42Arkansas~20K0.87×
43Mississippi~20K0.87×
44Minnesota~30K0.86×
45Oregon~20K0.84×
46Vermont~3K0.84×
47Idaho~10K0.83×
48Montana~5K0.83×
49Utah~20K0.81×
50Maine~7K0.77×
Fig. 06

Affinity by region

Affinity by region — Kmart, United States
0.77×1.00×1.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kmart audience
#·InterestCategoryAffinity×
01BelkFashion & Accessoires13.15×
02SearsShopping12.83×
03Dillard'sFashion & Accessoires7.40×
04Hobby LobbyHome & Garden6.15×
05GrouponInternet & Social Media6.11×
06MarshallsFashion & Accessoires5.62×
07J. C. PenneyShopping5.18×
08T.J.MaxxShopping4.81×
09Made in USABusiness & Career4.18×
10Kohl'sShopping4.11×
11ChildbirthKids & Family3.73×
12HospitalHealth3.57×
13Image sensorTechnology & Electronics3.51×
14OffspringHome & Garden3.43×
15PregnancyKids & Family3.34×
16Dollar GeneralShopping3.22×
17Play (activity)Travel & Leisure3.01×
18Old NavyFashion & Accessoires2.85×
19ChristmasKids & Family2.85×
20Macy'sShopping2.37×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kmart 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 Kmart audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.51×
CreativityOPEN1.45×
TraditionCONSERVATISM1.40×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kmart audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.94×
PatriotismCONSERVATISM0.95×
Social Media UsageJOY1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kmart's target market in United States?

Kmart's target market in United States covers an estimated 2,340,761 people, concentrated in California and Texas.

02

What is the gender split and age of Kmart customers?

77.3% of the Kmart audience are female, 22.7% are male, with an average age of 38.4 years.

03

Which brands do Kmart fans like most?

Kmart fans show strongest brand affinity for Hobby Lobby (6.15×), Belk (13.15×), and Marshalls (5.62×) over the country average.

04

Where do Kmart fans live in United States?

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

05

What other brands do Kmart fans also like?

Beyond Kmart itself, the audience over-indexes on Belk (13.15×), Marshalls (5.62×), Dillard's (7.4×), and Kohl's (4.11×) compared to the United States average.

Appendix

Explore more audiences

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

More Supermarket audiences in United States

See Kmart audiences in other countries

How to read this data

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