Rascasse Audience Intelligence

Sam's Club Target Market in United States

A data profile of the people who buy, follow and care about Sam's Club in United States — modelled from more than twelve digital signal sources. Sam's Club has an estimated audience of 65,985,634 people in United States.

#1among Hardware store in United States#9among Brand in United States#13in Shopping

The average Sam's Club fan in United States is 41.3 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, Florida, California.

Top brand affinities include Bad Bunny, Maquillaje Profesional, Moda Feminina, with strongest over-indexing on Bad Bunny (4.41× the country average).

Demographically, the Sam's Club audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Early Adopter Mentality, Urban Lifestyle.

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

The typical Sam's Club fan in United States is more female, around 41.3 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Bad Bunny.

Category: Shopping · Type: Brand · Subtype: Hardware store

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 Sam's Club profile in United States.

Audience size
66M
in United States
Gender
59.8%♀
40.2% male
Age
41.3
average years
Country rank
#226
Brand in United States
Fig. 01

Search interest · 12-month trend

+19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Sam's Club

59.8% are female, 40.2% are male, average age 41.3.

Fig. 02

Gender split

59.8%
Female
40.2%
Male
Demographic split for Sam's Club audience in United States
MetricValue
Female59.8%
Male40.2%
Average age41.3
Estimated audience size65,985,634
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the Sam's Club audience in United States
Age bracketShare%
16-1917%
20-2917%
30-3919%
40-4921%
50+26%
Fig. 04

Worldwide distribution

81.8%

of the worldwide Sam's Club audience comes from United States.

Worldwide audience distribution share by country for Sam's Club
CountryShare
United States81.8%
Mexico5.6%
Brazil3.6%
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

Where the Sam's Club audience in United States is strongest.

Fig. 05

Top regions by affinity

Sam's Club customers by region in United States
#RegionReachAffinity×
01Arkansas~200K1.94×
02Michigan~500K1.57×
03Kansas~100K1.53×
04West Virginia~80K1.53×
05Missouri~300K1.51×
06Nebraska~90K1.51×
07Iowa~100K1.45×
08North Dakota~30K1.44×
09Ohio~500K1.43×
10Minnesota~200K1.40×
11South Dakota~40K1.40×
12Texas~1.5M1.38×
13Oklahoma~200K1.38×
14New Mexico~80K1.38×
15Indiana~300K1.36×
16Kentucky~200K1.34×
17Nevada~100K1.34×
18South Carolina~200K1.28×
19Tennessee~300K1.23×
20North Carolina~400K1.21×
21Arizona~300K1.21×
22Pennsylvania~500K1.20×
23Hawaii~60K1.20×
24Florida~900K1.19×
25Louisiana~200K1.16×
26Utah~100K1.16×
27Mississippi~100K1.14×
28Colorado~200K1.12×
29Alabama~200K1.12×
30Illinois~400K1.10×
31Wyoming~20K1.09×
32Georgia~400K1.08×
33Wisconsin~200K1.03×
34Maryland~200K0.97×
35Maine~40K0.97×
36Virginia~300K0.93×
37Montana~20K0.70×
38California~800K0.66×
39Delaware~20K0.60×
40New Jersey~200K0.53×
41New Hampshire~20K0.49×
42New York~200K0.36×
43Idaho~20K0.36×
44Connecticut~30K0.28×
45Washington, District of Columbia~9K0.27×
46Vermont~3K0.16×
47Massachusetts~30K0.12×
48Oregon~20K0.12×
49Washington~20K0.10×
50Rhode Island~4K0.10×
Fig. 06

Affinity by region

Affinity by region — Sam's Club, United States
0.10×1.00×1.94×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sam's Club audience
#·InterestCategoryAffinity×
01Maquillaje ProfesionalBeauty & Wellness5.03×
02Latin MusicMusic & Radio4.53×
03Bad BunnyMusic & Radio4.41×
04KaRoL GMusic & Radio4.28×
05Moda FemininaFashion & Accessoires4.19×
06Salsa (dance)Music & Radio3.16×
07Jennifer AnistonMovies & TV3.12×
08Tattoo inkBeauty & Wellness2.51×
09City BankBusiness & Career2.39×
10Bath and BodyworksShopping2.18×
11Makeup TutorialsBeauty & Wellness2.13×
12YouTube MusicInternet & Social Media2.12×
13TwitchGames1.82×
14Health And BeautyBeauty & Wellness1.82×
15Cars (film)Movies & TV1.81×
16Latin music (genre)Music & Radio1.81×
17Underground hip hopMusic & Radio1.78×
18ReggaetonMusic & Radio1.69×
19Britney SpearsMusic & Radio1.68×
20Anime conventionLiterature1.68×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sam's Club 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 Sam's Club audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.15×
Urban LifestyleOPEN1.03×
Design AffinityPREMIUM1.00×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sam's Club audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.66×
Community OrientationOPEN0.68×
PatriotismCONSERVATISM0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Sam's Club's target market in United States?

Sam's Club's target market in United States covers an estimated 65,985,634 people, concentrated in Texas and Florida.

02

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

59.8% of the Sam's Club audience are female, 40.2% are male, with an average age of 41.3 years.

03

Which brands do Sam's Club fans like most?

Sam's Club fans show strongest brand affinity for Bad Bunny (4.41×), Maquillaje Profesional (5.03×), and Moda Feminina (4.19×) over the country average.

04

Where do Sam's Club fans live in United States?

Sam's Club fans in United States are most concentrated in Texas (reach ~1.5M), Florida (reach ~900K), and California (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Sam's Club fans also like?

Beyond Sam's Club itself, the audience over-indexes on Maquillaje Profesional (5.03×), Moda Feminina (4.19×), YouTube Music (2.12×), and Salsa (dance) (3.16×) compared to the United States average.

Appendix

Explore more audiences

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

More Hardware store audiences in United States

See Sam's Club audiences in other countries

How to read this data

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