Rascasse Audience Intelligence

Michaels Stores Target Market in United States

A data profile of the people who buy, follow and care about Michaels Stores in United States — modelled from more than twelve digital signal sources. Michaels Stores has an estimated audience of 2,966,696 people in United States.

#1068among Brand in United States#108in Arts & Culture

The average Michaels Stores fan in United States is 40.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Fun Crafts Kids, Crafts4Kids, Hobby Lobby, with strongest over-indexing on Fun Crafts Kids (51.57× the country average).

Demographically, the Michaels Stores audience skews more female with an average age of 40.0, and over-indexes on personality traits such as Healthy Lifestyle, Design Affinity.

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

The typical Michaels Stores fan in United States is more female, around 40.0 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Fun Crafts Kids.

Category: Arts & Culture · 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 Michaels Stores profile in United States.

Audience size
3M
in United States
Gender
81.1%♀
18.9% male
Age
40.0
average years
Country rank
#10412
Brand in United States
Fig. 01

Search interest · 12-month trend

+35%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Michaels Stores

81.1% are female, 18.9% are male, average age 40.0.

Fig. 02

Gender split

81.1%
Female
18.9%
Male
Demographic split for Michaels Stores audience in United States
MetricValue
Female81.1%
Male18.9%
Average age40.0
Estimated audience size2,966,696
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the Michaels Stores audience in United States
Age bracketShare%
16-1916%
20-2920%
30-3922%
40-4922%
50+20%
Fig. 04

Worldwide distribution

26.1%

of the worldwide Michaels Stores audience comes from United States.

Worldwide audience distribution share by country for Michaels Stores
CountryShare
Canada51.4%
United States26.1%
China5.2%
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 Michaels Stores audience in United States is strongest.

Fig. 05

Top regions by affinity

Michaels Stores customers by region in United States
#RegionReachAffinity×
01Connecticut~50K1.70×
02Illinois~200K1.63×
03Massachusetts~90K1.56×
04New Jersey~100K1.40×
05New York~200K1.38×
06Rhode Island~10K1.33×
07California~400K1.27×
08Florida~200K1.25×
09Maryland~60K1.20×
10Texas~300K1.19×
11New Hampshire~10K1.14×
12Michigan~90K1.12×
13Virginia~80K1.12×
14Arizona~70K1.11×
15Pennsylvania~100K1.10×
16Wisconsin~50K1.09×
17Minnesota~50K1.08×
18Delaware~9K1.08×
19Ohio~100K1.07×
20New Mexico~20K1.06×
21Washington~60K1.02×
22Nevada~30K1.01×
23North Carolina~90K1.00×
24Oregon~30K1.00×
25Alaska~6K1.00×
26Vermont~5K0.99×
27Indiana~50K0.98×
28Utah~20K0.95×
29Maine~10K0.95×
30Missouri~40K0.93×
31Colorado~40K0.93×
32Washington, District of Columbia~8K0.93×
33Kansas~20K0.90×
34Nebraska~10K0.90×
35West Virginia~10K0.90×
36Louisiana~30K0.89×
37Georgia~80K0.88×
38South Carolina~40K0.88×
39Oklahoma~30K0.88×
40Tennessee~50K0.87×
41Arkansas~20K0.87×
42Kentucky~30K0.86×
43Alabama~30K0.81×
44Iowa~20K0.81×
45North Dakota~5K0.81×
46Idaho~10K0.79×
47Montana~6K0.79×
48South Dakota~5K0.79×
49Mississippi~20K0.77×
50Hawaii~8K0.66×
Fig. 06

Affinity by region

Affinity by region — Michaels Stores, United States
0.66×1.00×1.70×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Michaels Stores audience
#·InterestCategoryAffinity×
01Crafts4KidsKids & Family52.24×
02Fun Crafts KidsKids & Family51.57×
03BlurtMusic & Radio39.78×
04Monster House (film)Movies & TV15.32×
05Diy Craft ProjectsHome & Garden14.86×
06DIY ProjectsHome & Garden12.83×
07Frankenweenie (2012 film)Movies & TV12.69×
08DIY & Craft IdeasHome & Garden10.68×
09Arts and Crafts movementArts & Culture9.97×
10Bob RossMovies & TV6.84×
11JoJo SiwaMovies & TV6.77×
12Handmade CraftsKids & Family4.78×
13ScrapbookingKids & Family4.25×
14Hobby LobbyHome & Garden4.23×
15Makeup LessonsBeauty & Wellness3.80×
16HandmadeHome & Garden3.27×
17EtsyFashion & Accessoires2.36×
18Five BelowShopping2.24×
19Harry PotterMovies & TV1.91×
20Old NavyFashion & Accessoires1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Michaels Stores 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 Michaels Stores audience · What stands out
TraitClusterDeviationScore
Healthy LifestyleBALANCE1.67×
Design AffinityPREMIUM1.38×
Pet OwnershipJOY1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Michaels Stores audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.68×
PatriotismCONSERVATISM0.69×
Risk AppetiteTHRILL0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Michaels Stores's target market in United States?

Michaels Stores's target market in United States covers an estimated 2,966,696 people, concentrated in California and Texas.

02

What is the gender split and age of Michaels Stores customers?

81.1% of the Michaels Stores audience are female, 18.9% are male, with an average age of 40.0 years.

03

Which brands do Michaels Stores fans like most?

Michaels Stores fans show strongest brand affinity for Fun Crafts Kids (51.57×), Crafts4Kids (52.24×), and Hobby Lobby (4.23×) over the country average.

04

Where do Michaels Stores fans live in United States?

Michaels Stores fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Michaels Stores fans also like?

Beyond Michaels Stores itself, the audience over-indexes on Crafts4Kids (52.24×), Hobby Lobby (4.23×), Arts and Crafts movement (9.97×), and DIY & Craft Ideas (10.68×) compared to the United States average.

Appendix

Explore more audiences

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

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See Michaels Stores audiences in other countries

How to read this data

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