Rascasse Audience Intelligence

Shabby chic Audience in United States

A data profile of the people who buy, follow and care about Shabby chic in United States — modelled from more than twelve digital signal sources. Shabby chic has an estimated audience of 5,195,860 people in United States.

#3684among Topic in United States#440in Home & Garden

The average Shabby chic fan in United States is 44.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Minneapolis, Hobby Lobby, The Block (Australian TV series), with strongest over-indexing on Minneapolis (19.77× the country average).

Demographically, the Shabby chic audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Tradition, Community Orientation.

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

The typical Shabby chic fan in United States is more female, around 44.3 years old, with strong Tradition tendencies and a notable affinity for Minneapolis.

Category: Home & Garden · Type: Topic

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 Shabby chic profile in United States.

Audience size
5.2M
in United States
Gender
77.2%♀
22.8% male
Age
44.3
average years
Country rank
#6449
Topic in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Shabby chic fans

77.2% are female, 22.8% are male, average age 44.3.

Fig. 02

Gender split

77.2%
Female
22.8%
Male
Demographic split for Shabby chic audience in United States
MetricValue
Female77.2%
Male22.8%
Average age44.3
Estimated audience size5,195,860
Fig. 03

Age distribution

Ø 44.3
average years
Age distribution of the Shabby chic audience in United States
Age bracketShare%
16-198%
20-2917%
30-3919%
40-4924%
50+31%
Fig. 04

Worldwide distribution

35.2%

of the worldwide Shabby chic audience comes from United States.

Worldwide audience distribution share by country for Shabby chic
CountryShare
United States35.2%
Italy17.4%
United Kingdom8.3%
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 Shabby chic audience in United States is strongest.

Fig. 05

Top regions by affinity

Shabby chic fans by region: top regions in United States
#RegionReachAffinity×
01Georgia~200K1.44×
02Wyoming~10K1.42×
03Alabama~100K1.32×
04Oregon~80K1.28×
05California~700K1.23×
06Kentucky~80K1.20×
07Florida~400K1.16×
08Mississippi~50K1.13×
09Tennessee~100K1.12×
10Louisiana~70K1.11×
11North Carolina~200K1.09×
12Virginia~100K1.09×
13Texas~500K1.07×
14Missouri~90K1.07×
15Arizona~100K1.06×
16Idaho~30K1.06×
17West Virginia~30K1.06×
18South Carolina~80K1.05×
19Oklahoma~60K1.05×
20Connecticut~50K1.04×
21New York~300K1.02×
22Washington~100K1.02×
23Maine~20K1.01×
24Arkansas~40K0.99×
25Kansas~40K0.99×
26Rhode Island~20K0.99×
27Michigan~100K0.98×
28New Jersey~100K0.98×
29Massachusetts~100K0.98×
30Ohio~200K0.97×
31Indiana~90K0.96×
32Utah~40K0.96×
33Pennsylvania~200K0.93×
34New Hampshire~20K0.93×
35Delaware~10K0.93×
36Wisconsin~70K0.92×
37Montana~10K0.91×
38Alaska~10K0.90×
39Minnesota~70K0.89×
40Nebraska~20K0.89×
41Maryland~80K0.88×
42Nevada~40K0.88×
43Iowa~40K0.88×
44Washington, District of Columbia~10K0.88×
45North Dakota~9K0.88×
46Illinois~100K0.86×
47Hawaii~20K0.86×
48South Dakota~10K0.83×
49Colorado~70K0.82×
50New Mexico~20K0.81×
Fig. 06

Affinity by region

Affinity by region — Shabby chic, United States
0.81×1.00×1.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Shabby chic audience
#·InterestCategoryAffinity×
01MinneapolisTravel & Leisure19.77×
02The Vintage FarmhouseTopic12.67×
03The Block (Australian TV series)Movies & TV10.34×
04Southern ComfortFood & Beverages10.34×
05Rustic architectureHome & Garden8.30×
06FarmhouseTravel & Leisure4.71×
07Hobby LobbyHome & Garden3.85×
08CarpetHome & Garden2.55×
09Boho-chicFashion & Accessoires2.44×
10Dick Van DykeMovies & TV1.83×
11GenderPolitics & Society1.81×
12Animal welfarePolitics & Society1.78×
13Dollar TreeShopping1.76×
14North CarolinaTravel & Leisure1.60×
15Nordstrom rackFashion & Accessoires1.57×
16GardenHome & Garden1.56×
17Dollar GeneralShopping1.56×
18CakeFood & Beverages1.55×
19The UPS StoreShopping1.52×
20MSNNews1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Shabby chic 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 Shabby chic audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.41×
Community OrientationOPEN1.39×
CreativityOPEN1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Shabby chic audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.70×
Risk AppetiteTHRILL0.72×
Social Media UsageJOY0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Shabby chic have in United States?

Shabby chic has an estimated audience of 5,195,860 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Shabby chic fans?

77.2% of Shabby chic fans are female, 22.8% are male, with an average age of 44.3 years.

03

Which brands do Shabby chic fans like most?

Shabby chic fans show strongest brand affinity for Minneapolis (19.77×), Hobby Lobby (3.85×), and The Block (Australian TV series) (10.34×) over the country average.

04

Where do Shabby chic fans live in United States?

Shabby chic fans in United States are most concentrated in California (reach ~700K), Texas (reach ~500K), and Florida (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Shabby chic fans also like?

Beyond Shabby chic itself, the audience over-indexes on Hobby Lobby (3.85×), The Block (Australian TV series) (10.34×), Farmhouse (4.71×), and Rustic architecture (8.3×) compared to the United States average.

Appendix

Explore more audiences

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

More Home & Garden audiences in United States

See Shabby chic audiences in other countries

How to read this data

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