Rascasse Audience Intelligence

Kohl's Target Market in United States

A data profile of the people who buy, follow and care about Kohl's in United States — modelled from more than twelve digital signal sources. Kohl's has an estimated audience of 69,358,864 people in United States.

#6among Brand in United States#12in Shopping

The average Kohl's fan in United States is 37.4 years old, more female, and lives primarily in California.

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

Top brand affinities include Marshalls, Old Navy, CVS Pharmacy, with strongest over-indexing on Marshalls (1.77× the country average).

Demographically, the Kohl's audience skews more female with an average age of 37.4, and over-indexes on personality traits such as Design Affinity, Individualism.

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

The typical Kohl's fan in United States is more female, around 37.4 years old, with strong Design Affinity tendencies and a notable affinity for Marshalls.

Category: Shopping · 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 Kohl's profile in United States.

Audience size
69.4M
in United States
Gender
70.9%♀
29.1% male
Age
37.4
average years
Country rank
#201
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 Kohl's

70.9% are female, 29.1% are male, average age 37.4.

Fig. 02

Gender split

70.9%
Female
29.1%
Male
Demographic split for Kohl's audience in United States
MetricValue
Female70.9%
Male29.1%
Average age37.4
Estimated audience size69,358,864
Fig. 03

Age distribution

Ø 37.4
average years
Age distribution of the Kohl's audience in United States
Age bracketShare%
16-1925%
20-2919%
30-3919%
40-4919%
50+18%
Fig. 04

Worldwide distribution

98.6%

of the worldwide Kohl's audience comes from United States.

Worldwide audience distribution share by country for Kohl's
CountryShare
United States98.6%
Canada0.2%
Germany0.1%
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 Kohl's audience in United States is strongest.

Fig. 05

Top regions by affinity

Kohl's customers by region in United States
#RegionReachAffinity×
01Wisconsin~2M2.07×
02Indiana~2M1.67×
03Ohio~3.5M1.64×
04Minnesota~1.5M1.51×
05Illinois~3.5M1.47×
06Michigan~2.5M1.47×
07Connecticut~1M1.45×
08Iowa~800K1.42×
09New Jersey~2.5M1.35×
10New Hampshire~400K1.34×
11Rhode Island~300K1.30×
12Missouri~1.5M1.29×
13Pennsylvania~3M1.28×
14Kentucky~1M1.28×
15Nebraska~400K1.27×
16Delaware~200K1.27×
17West Virginia~400K1.21×
18Kansas~600K1.09×
19Maryland~1.5M1.08×
20Massachusetts~1.5M1.06×
21Arizona~1.5M1.03×
22Colorado~1M1.03×
23South Dakota~200K1.01×
24North Dakota~100K0.99×
25North Carolina~2M0.98×
26South Carolina~1M0.98×
27Maine~200K0.96×
28Virginia~1.5M0.94×
29Vermont~100K0.92×
30Texas~5.5M0.91×
31New York~3.5M0.91×
32Tennessee~1M0.88×
33Nevada~600K0.88×
34California~6.5M0.85×
35Oklahoma~600K0.83×
36Utah~500K0.81×
37Georgia~1.5M0.79×
38Arkansas~400K0.77×
39Idaho~300K0.76×
40Florida~3.5M0.74×
41Oregon~600K0.69×
42Alabama~700K0.68×
43New Mexico~200K0.67×
44Montana~100K0.66×
45Washington~900K0.62×
46Mississippi~300K0.54×
47Wyoming~50K0.52×
48Louisiana~400K0.43×
49Alaska~50K0.37×
50Washington, District of Columbia~50K0.26×
Fig. 06

Affinity by region

Affinity by region — Kohl's, United States
0.26×1.00×2.07×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kohl's audience
#·InterestCategoryAffinity×
01Home decorating ideasHome & Garden2.06×
02Curly HairBeauty & Wellness1.86×
03Health And BeautyBeauty & Wellness1.82×
04Makeup TutorialsBeauty & Wellness1.79×
05Boho-chicFashion & Accessoires1.78×
06MarshallsFashion & Accessoires1.77×
07Diaper bagKids & Family1.76×
08Long hairBeauty & Wellness1.73×
09Hair ExtensionsBeauty & Wellness1.72×
10YouTube MusicInternet & Social Media1.71×
11Dog loversPets & Animals1.68×
12Infant clothingKids & Family1.68×
13Fashion NovaShopping1.66×
14Lace wigBeauty & Wellness1.59×
15Healthy habitsHealth1.58×
16CVS PharmacyShopping1.57×
17Retro styleFashion & Accessoires1.55×
18T.J.MaxxShopping1.53×
19HomeGoodsHome & Garden1.53×
20Old NavyFashion & Accessoires1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kohl's 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 Kohl's audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.20×
IndividualismJOY1.12×
Luxury OrientationPREMIUM1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kohl's audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.70×
Need for SecurityCONSERVATISM0.71×
Social Media UsageJOY0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kohl's's target market in United States?

Kohl's's target market in United States covers an estimated 69,358,864 people, concentrated in California and Texas.

02

What is the gender split and age of Kohl's customers?

70.9% of the Kohl's audience are female, 29.1% are male, with an average age of 37.4 years.

03

Which brands do Kohl's fans like most?

Kohl's fans show strongest brand affinity for Marshalls (1.77×), Old Navy (1.52×), and CVS Pharmacy (1.57×) over the country average.

04

Where do Kohl's fans live in United States?

Kohl's fans in United States are most concentrated in California (reach ~6.5M), Texas (reach ~5.5M), and New York (reach ~3.5M). These three regions account for the largest share of the active audience.

05

What other brands do Kohl's fans also like?

Beyond Kohl's itself, the audience over-indexes on Old Navy (1.52×), CVS Pharmacy (1.57×), Home decorating ideas (2.06×), and YouTube Music (1.71×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See Kohl's audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →