Michaels Stores Audience in United States

Michaels Stores logo

Michaels Stores has an estimated audience of 2,942,524 people in United States. 81.1% are female, 18.9% are male, average age 40.0. Top regions: California, Texas, Florida. Top brand affinities: Fun Crafts Kids, Crafts4Kids, Hobby Lobby, Arts and Crafts movement, DIY & Craft Ideas.

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

Category: Arts & Culture · Type: Brand · Subtype: Restaurants

Demographics of Michaels Stores fans

Demographic split for Michaels Stores audience in United States
MetricValue
Female81.1%
Male18.9%
Average age40.0
Estimated audience size2,942,524

Audience persona

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

Top regions in United States

Top regions ranked by reach for Michaels Stores in United States
RegionReachAffinity
California412,3531.27×
Texas305,9831.21×
Florida248,0541.25×
New York241,6661.47×
Illinois168,2051.72×
Pennsylvania111,8081.13×
New Jersey110,4351.48×
Ohio101,8311.12×
Massachusetts96,6531.67×
North Carolina90,1481.02×
Michigan88,9141.16×
Virginia80,0801.12×
Georgia79,6630.88×
Arizona64,8601.08×
Washington60,8621.03×
Maryland60,1461.19×
Connecticut54,0891.83×
Indiana53,0080.99×
Tennessee51,4560.87×
Wisconsin49,0691.11×
Minnesota47,4171.12×
Missouri44,4670.94×
Colorado44,2600.95×
South Carolina38,0360.86×
Louisiana35,9590.95×
Oregon32,4700.96×
Alabama31,1960.76×
Kentucky30,6760.83×
Nevada28,6381.01×
Oklahoma28,3970.87×
Utah23,3960.89×
Kansas20,6850.89×
Arkansas19,9450.82×
Iowa17,7660.73×
Mississippi16,0670.66×
New Mexico14,8391.01×
Rhode Island13,9871.49×
New Hampshire13,3621.15×
Nebraska12,7910.87×
West Virginia10,8570.79×
Idaho10,1520.69×
Maine9,8250.93×
Delaware8,9011.1×
Washington, District of Columbia7,7350.87×
Alaska5,5760.89×
Montana4,9000.6×
Vermont4,8700.94×
South Dakota3,5490.52×
Hawaii3,5260.28×
North Dakota3,4940.58×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Michaels Stores audience
BrandAffinityCategory
Fun Crafts Kids51.57×Kids & Family
Crafts4Kids52.24×Kids & Family
Hobby Lobby4.23×Home & Garden
Arts and Crafts movement9.97×Arts & Culture
DIY & Craft Ideas10.68×Home & Garden
DIY Projects12.83×Home & Garden
Diy Craft Projects14.86×Home & Garden
Monster House (film)15.32×Movies & TV
Handmade Crafts4.78×Kids & Family
JoJo Siwa6.77×Movies & TV
MUJI 無印良品生活研究所15.17×Home & Garden
Harry Potter1.91×Movies & TV
Etsy2.36×Fashion & Accessoires
Blurt39.78×Music & Radio
Scrapbooking4.25×Kids & Family
Bob Ross6.84×Movies & TV
Old Navy1.61×Fashion & Accessoires
Five Below2.24×Shopping
Frankenweenie (2012 film)12.69×Movies & TV
Makeup Lessons3.8×Beauty & Wellness

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Michaels Stores audience
TraitClusterScore
CreativityOPEN1.45
DIY MentalityTHRILL1.4
Family OrientationCONSERVATISM1.37
Price SensitivityPREMIUM1.35
Pet OwnershipJOY1.25
IndividualismJOY1.24

Worldwide distribution

Worldwide audience distribution share by country for Michaels Stores
CountryShare
Canada42.9%
United States32.5%
China6.6%

See Michaels Stores audiences in other countries

More Restaurants audiences in United States

Frequently asked questions

How many fans does Michaels Stores have in United States?

Michaels Stores has an estimated audience of 2,942,524 people in United States, concentrated in California and Texas.

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

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

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.

Where do Michaels Stores fans live in United States?

Michaels Stores fans in United States are most concentrated in California (reach 412,353), Texas (reach 305,983), and Florida (reach 248,054). These three regions account for the largest share of the active audience.

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.

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.