Rascasse Audience Intelligence

Payless ShoeSource Target Market in United States

A data profile of the people who buy, follow and care about Payless ShoeSource in United States — modelled from more than twelve digital signal sources. Payless ShoeSource has an estimated audience of 960,481 people in United States.

#32among Footwear in United States#2494among Brand in United States#989in Fashion & Accessoires

The average Payless ShoeSource 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 Famous Footwear, Rack Room Shoes, Shoe Carnival, with strongest over-indexing on Famous Footwear (12.8× the country average).

Demographically, the Payless ShoeSource audience skews more female with an average age of 40.0, and over-indexes on personality traits such as Price Sensitivity, Indulgence.

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

The typical Payless ShoeSource fan in United States is more female, around 40.0 years old, with strong Price Sensitivity tendencies and a notable affinity for Famous Footwear.

Category: Fashion & Accessoires · Type: Brand · Subtype: Footwear

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 Payless ShoeSource profile in United States.

Audience size
960K
in United States
Gender
72.7%♀
27.3% male
Age
40.0
average years
Country rank
#24333
Brand in United States
Fig. 01

Search interest · 12-month trend

+38%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Payless ShoeSource

72.7% are female, 27.3% are male, average age 40.0.

Fig. 02

Gender split

72.7%
Female
27.3%
Male
Demographic split for Payless ShoeSource audience in United States
MetricValue
Female72.7%
Male27.3%
Average age40.0
Estimated audience size960,481
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the Payless ShoeSource audience in United States
Age bracketShare%
16-1917%
20-2918%
30-3922%
40-4922%
50+20%
Fig. 04

Worldwide distribution

71.9%

of the worldwide Payless ShoeSource audience comes from United States.

Worldwide audience distribution share by country for Payless ShoeSource
CountryShare
United States71.9%
Australia8.0%
Canada7.9%
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 Payless ShoeSource audience in United States is strongest.

Fig. 05

Top regions by affinity

Payless ShoeSource customers by region in United States
#RegionReachAffinity×
01Oklahoma~10K1.30×
02Arizona~20K1.28×
03Kansas~9K1.24×
04Missouri~20K1.21×
05Oregon~10K1.21×
06Nebraska~6K1.20×
07Iowa~9K1.19×
08Arkansas~9K1.18×
09Texas~90K1.16×
10Louisiana~10K1.16×
11Utah~10K1.14×
12Mississippi~9K1.13×
13Indiana~20K1.12×
14California~100K1.09×
15Montana~3K1.09×
16Virginia~20K1.07×
17Minnesota~10K1.07×
18Idaho~5K1.07×
19Michigan~30K1.06×
20Ohio~30K1.05×
21Illinois~30K1.04×
22Alaska~2K1.03×
23Florida~60K1.02×
24Washington~20K1.02×
25Nevada~9K1.02×
26Tennessee~20K0.99×
27New Mexico~5K0.99×
28New Hampshire~4K0.98×
29Georgia~30K0.97×
30Kentucky~10K0.97×
31Pennsylvania~30K0.96×
32Colorado~10K0.95×
33Alabama~10K0.94×
34Rhode Island~3K0.94×
35Maryland~10K0.93×
36South Carolina~10K0.93×
37Hawaii~4K0.93×
38Wisconsin~10K0.92×
39Maine~3K0.92×
40Connecticut~9K0.91×
41South Dakota~2K0.91×
42New York~50K0.89×
43North Dakota~2K0.86×
44North Carolina~20K0.85×
45New Jersey~20K0.85×
46Delaware~2K0.84×
47West Virginia~4K0.83×
48Massachusetts~20K0.82×
49Vermont~1K0.81×
50Washington, District of Columbia~2K0.70×
Fig. 06

Affinity by region

Affinity by region — Payless ShoeSource, United States
0.70×1.00×1.30×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Payless ShoeSource audience
#·InterestCategoryAffinity×
01Rieker ShoesFashion & Accessoires51.11×
02Osiris ShoesFashion & Accessoires33.34×
03ShoeDazzleFashion & Accessoires20.97×
04Rack Room ShoesFashion & Accessoires18.67×
05Blue HeelersFashion & Accessoires17.72×
06Famous FootwearFood & Beverages12.80×
07Shoe CarnivalFashion & Accessoires12.44×
08Cotton OnFashion & Accessoires10.47×
09Toms ShoesFashion & Accessoires9.96×
10ZapposFashion & Accessoires5.19×
11Polo Ralph LaurenFashion & Accessoires5.16×
12Drill bitHome & Garden3.96×
13Google NewsNews3.20×
14Discount storesShopping3.12×
15Nordstrom rackFashion & Accessoires2.78×
16Pizza HutFood & Beverages2.51×
17IKEAHome & Garden2.09×
18Shopping mallsShopping2.03×
19SubwayFood & Beverages1.91×
20Dollar GeneralShopping1.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Payless ShoeSource 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 Payless ShoeSource audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM2.65×
IndulgenceJOY1.85×
Convenience OrientationPREMIUM1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Payless ShoeSource audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.71×
Risk AppetiteTHRILL0.81×
Early Adopter MentalityPOWER0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Payless ShoeSource's target market in United States?

Payless ShoeSource's target market in United States covers an estimated 960,481 people, concentrated in California and Texas.

02

What is the gender split and age of Payless ShoeSource customers?

72.7% of the Payless ShoeSource audience are female, 27.3% are male, with an average age of 40.0 years.

03

Which brands do Payless ShoeSource fans like most?

Payless ShoeSource fans show strongest brand affinity for Famous Footwear (12.8×), Rack Room Shoes (18.67×), and Shoe Carnival (12.44×) over the country average.

04

Where do Payless ShoeSource fans live in United States?

Payless ShoeSource fans in United States are most concentrated in California (reach ~100K), Texas (reach ~90K), and Florida (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Payless ShoeSource fans also like?

Beyond Payless ShoeSource itself, the audience over-indexes on Rack Room Shoes (18.67×), Shoe Carnival (12.44×), Osiris Shoes (33.34×), and ShoeDazzle (20.97×) compared to the United States average.

Appendix

Explore more audiences

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

More Footwear audiences in United States

See Payless ShoeSource audiences in other countries

How to read this data

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