Rascasse Audience Intelligence

Sears Target Market in United States

A data profile of the people who buy, follow and care about Sears in United States — modelled from more than twelve digital signal sources. Sears has an estimated audience of 4,413,052 people in United States.

#757among Brand in United States#173in Shopping

The average Sears fan in United States is 41.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Hobby Lobby, Kmart, Marshalls, with strongest over-indexing on Hobby Lobby (2.58× the country average).

Demographically, the Sears audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Indulgence, DIY Mentality.

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

The typical Sears fan in United States is more female, around 41.5 years old, with strong Indulgence tendencies and a notable affinity for Hobby Lobby.

Category: Shopping · 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 Sears profile in United States.

Audience size
4.4M
in United States
Gender
67.0%♀
33.0% male
Age
41.5
average years
Country rank
#7401
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Sears

67.0% are female, 33.0% are male, average age 41.5.

Fig. 02

Gender split

67.0%
Female
33.0%
Male
Demographic split for Sears audience in United States
MetricValue
Female67.0%
Male33.0%
Average age41.5
Estimated audience size4,413,052
Fig. 03

Age distribution

Ø 41.5
average years
Age distribution of the Sears audience in United States
Age bracketShare%
16-1915%
20-2918%
30-3920%
40-4922%
50+25%
Fig. 04

Worldwide distribution

32.1%

of the worldwide Sears audience comes from United States.

Worldwide audience distribution share by country for Sears
CountryShare
Mexico49.6%
United States32.1%
Canada1.7%
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 Sears audience in United States is strongest.

Fig. 05

Top regions by affinity

Sears customers by region in United States
#RegionReachAffinity×
01South Dakota~10K1.44×
02California~600K1.30×
03Florida~400K1.22×
04Massachusetts~100K1.21×
05Maryland~90K1.20×
06Washington~100K1.19×
07Georgia~200K1.15×
08Louisiana~70K1.15×
09Mississippi~40K1.15×
10Vermont~9K1.12×
11Texas~400K1.11×
12Illinois~200K1.11×
13Arkansas~40K1.11×
14New Jersey~100K1.10×
15West Virginia~20K1.09×
16Alabama~70K1.08×
17Michigan~100K1.07×
18Virginia~100K1.05×
19Delaware~10K1.04×
20Connecticut~50K1.03×
21New Hampshire~20K1.03×
22Maine~20K1.03×
23Ohio~100K1.02×
24Arizona~90K1.02×
25Kansas~30K1.01×
26Nevada~40K1.00×
27New York~200K0.99×
28Pennsylvania~100K0.99×
29Tennessee~90K0.99×
30Rhode Island~10K0.99×
31Missouri~70K0.98×
32North Carolina~100K0.97×
33Minnesota~60K0.96×
34New Mexico~20K0.96×
35Indiana~70K0.93×
36Kentucky~50K0.93×
37Wisconsin~60K0.91×
38Oklahoma~40K0.91×
39South Carolina~60K0.88×
40Iowa~30K0.88×
41Oregon~40K0.87×
42Hawaii~20K0.87×
43Alaska~8K0.87×
44Colorado~60K0.83×
45Nebraska~20K0.82×
46North Dakota~7K0.81×
47Washington, District of Columbia~10K0.78×
48Idaho~20K0.77×
49Montana~9K0.71×
50Utah~30K0.66×
Fig. 06

Affinity by region

Affinity by region — Sears, United States
0.66×1.00×1.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sears audience
#·InterestCategoryAffinity×
01KmartShopping12.83×
02AllstateBusiness & Career4.78×
03Hair ExtensionsBeauty & Wellness3.09×
04Dillard'sFashion & Accessoires2.94×
057-ElevenShopping2.74×
06Hobby LobbyHome & Garden2.58×
07KitchenwareHome & Garden2.54×
08Hardware storeHome & Garden2.33×
09MarshallsFashion & Accessoires2.32×
10J. C. PenneyShopping2.06×
11Home AppliancesHome & Garden1.79×
12Best BuyShopping1.74×
13Pizza HutFood & Beverages1.72×
14HairstyleBeauty & Wellness1.70×
15Trader Joe'sShopping1.67×
16MSNNews1.65×
17Target CorporationShopping1.60×
18RecreationTravel & Leisure1.57×
19HappinessHealth1.56×
20NatureHome & Garden1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sears 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 Sears audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.11×
DIY MentalityTHRILL1.48×
Family OrientationCONSERVATISM1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sears audience · Rather not
TraitClusterDeviationScore
Healthy LifestyleBALANCE0.92×
Early Adopter MentalityPOWER0.93×
Social Media UsageJOY0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Sears's target market in United States?

Sears's target market in United States covers an estimated 4,413,052 people, concentrated in California and Texas.

02

What is the gender split and age of Sears customers?

67.0% of the Sears audience are female, 33.0% are male, with an average age of 41.5 years.

03

Which brands do Sears fans like most?

Sears fans show strongest brand affinity for Hobby Lobby (2.58×), Kmart (12.83×), and Marshalls (2.32×) over the country average.

04

Where do Sears fans live in United States?

Sears fans in United States are most concentrated in California (reach ~600K), Texas (reach ~400K), and Florida (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Sears fans also like?

Beyond Sears itself, the audience over-indexes on Kmart (12.83×), Marshalls (2.32×), 7-Eleven (2.74×), and Hair Extensions (3.09×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See Sears audiences in other countries

How to read this data

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