Rascasse Audience Intelligence

Overstock Target Market in United States

Overstock has an estimated audience of 6M people in United States.

#631among brands in United States#287in Fashion & Accessoires

The average Overstock fan in United States is 47.6 years old, more female, and lives primarily in California.

Most fans live in California, Florida, New York.

Top affinities include Process management, AllModern, Joss and Main, with strongest over-indexing on Process management (10.57× the country average).

Demographically, the Overstock audience skews more female with an average age of 47.6, and over-indexes on personality traits such as Design Affinity, Creativity.

The typical Overstock fan in United States is more female, around 47.6 years old, with strong Design Affinity tendencies and a notable affinity for Process management.

Category: Fashion & Accessoires · Type: Brand

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
6M
in United States
Gender
71.6%♀
28.4% male
Age
47.6
average years
Country rank
#5788
among all objects in United States
Fig. 01

Search interest · 12-month trend

-8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Overstock

71.6% are female, 28.4% are male, average age 47.6.

Fig. 02

Gender split

71.6%
Female
28.4%
Male
Demographic split for Overstock audience in United States
MetricValue
Female71.6%
Male28.4%
Average age47.6
Estimated audience size6M
Fig. 03

Age distribution

Ø 47.6
average years
Age distribution of the Overstock audience in United States
Age bracketShare%
16-244%
25-3412%
35-4420%
45-5429%
55+36%
Fig. 04

Worldwide distribution

82.2%

of the worldwide Overstock audience comes from United States.

Worldwide audience distribution share by country for Overstock
CountryShare
United States82.2%
Canada1.7%
United Kingdom1.6%
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

Fig. 05

Top regions by affinity

Overstock customers by region in United States
#RegionReachAffinity×
01South Carolina~100K1.50×
02Alabama~100K1.39×
03Vermont~20K1.37×
04Mississippi~70K1.32×
05Louisiana~100K1.28×
06Delaware~20K1.27×
07Maine~30K1.24×
08New Hampshire~30K1.24×
09Kentucky~100K1.22×
10Connecticut~80K1.22×
11Florida~500K1.19×
12North Carolina~200K1.19×
13New Jersey~200K1.18×
14New York~400K1.17×
15Tennessee~200K1.16×
16Maryland~100K1.13×
17Georgia~200K1.11×
18Montana~20K1.11×
19Virginia~200K1.10×
20Pennsylvania~300K1.08×
21Massachusetts~100K1.08×
22Arkansas~60K1.03×
23West Virginia~30K1.03×
24Missouri~100K1.00×
25Rhode Island~20K1.00×
26Idaho~30K0.99×
27Wyoming~10K0.98×
28Ohio~200K0.97×
29Utah~60K0.97×
30Indiana~100K0.96×
31Michigan~200K0.95×
32Wisconsin~100K0.94×
33North Dakota~10K0.91×
34Illinois~200K0.90×
35Oregon~70K0.88×
36Arizona~100K0.87×
37Colorado~90K0.87×
38Iowa~50K0.83×
39Washington, District of Columbia~10K0.83×
40Washington~100K0.82×
41New Mexico~30K0.82×
42Oklahoma~60K0.81×
43California~600K0.80×
44Texas~300K0.80×
45Kansas~40K0.80×
46South Dakota~10K0.80×
47Minnesota~80K0.79×
48Nevada~40K0.76×
49Nebraska~30K0.72×
50Hawaii~9K0.35×
Fig. 06

Affinity by region

Affinity by region — Overstock, United States
0.35×1.00×1.50×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Overstock audience vs. the country average
#·InterestCategoryAffinity×
01Process managementBusiness & Career10.57×
02AllModernHome & Garden7.18×
03Joss and MainHome & Garden6.17×
04VendorBusiness & Career5.83×
05Rooms To GoHome & Garden3.69×
06CouchHome & Garden2.15×
07Home décor productsHome & Garden2.15×
08QVCShopping2.02×
09SeasonTravel & Leisure2.01×
10Christmas treeKids & Family2.01×
11Living roomHome & Garden2.00×
12Hobby LobbyHome & Garden1.89×
13IKEAHome & Garden1.85×
14Family (biology)Kids & Family1.85×
15MattressHome & Garden1.81×
16PatioHome & Garden1.79×
17Nordstrom RackFashion & Accessoires1.78×
18DesignerHome & Garden1.77×
19J. C. PenneyShopping1.64×
20CottonFashion & Accessoires1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Overstock audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Overstock audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.47×
CreativityOPEN1.27×
Quality AwarenessPREMIUM1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Overstock audience vs. the country average · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.82×
PatriotismCONSERVATISM0.91×
Career OrientationPOWER0.92×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fashion & Accessoires audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Overstock over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/overstock-140027” · Methodology