Rascasse Audience Intelligence

Shinola Target Market in United States

A data profile of the people who buy, follow and care about Shinola in United States — modelled from more than twelve digital signal sources. Shinola has an estimated audience of 743,905 people in United States.

#13among Bags and accessories in United States#2967among Brand in United States#1119in Fashion & Accessoires

The average Shinola fan in United States is 43.8 years old, balanced, and lives primarily in Michigan.

The audience is concentrated in Michigan, California, New York.

Top brand affinities include Tesla Model X, Luxury Watches, Watchmaker, with strongest over-indexing on Tesla Model X (21.86× the country average).

Demographically, the Shinola audience skews balanced with an average age of 43.8, and over-indexes on personality traits such as Luxury Orientation, Indulgence.

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

The typical Shinola fan in United States is balanced, around 43.8 years old, with strong Luxury Orientation tendencies and a notable affinity for Tesla Model X.

Category: Fashion & Accessoires · Type: Brand · Subtype: Bags and accessories

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 Shinola profile in United States.

Audience size
744K
in United States
Gender
46.6%♀
53.4% male
Age
43.8
average years
Country rank
#28780
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 Shinola

46.6% are female, 53.4% are male, average age 43.8.

Fig. 02

Gender split

46.6%
Female
53.4%
Male
Demographic split for Shinola audience in United States
MetricValue
Female46.6%
Male53.4%
Average age43.8
Estimated audience size743,905
Fig. 03

Age distribution

Ø 43.8
average years
Age distribution of the Shinola audience in United States
Age bracketShare%
16-1912%
20-2916%
30-3917%
40-4921%
50+34%
Fig. 04

Worldwide distribution

86.9%

of the worldwide Shinola audience comes from United States.

Worldwide audience distribution share by country for Shinola
CountryShare
United States86.9%
Canada2.4%
Mexico1.5%
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 Shinola audience in United States is strongest.

Fig. 05

Top regions by affinity

Shinola customers by region in United States
#RegionReachAffinity×
01Michigan~200K11.45×
02Washington, District of Columbia~8K3.44×
03Illinois~50K1.92×
04Massachusetts~20K1.32×
05New York~50K1.24×
06Ohio~30K1.19×
07Colorado~10K1.19×
08Virginia~20K1.08×
09Minnesota~10K1.00×
10California~80K0.99×
11Connecticut~7K0.97×
12Indiana~10K0.93×
13Vermont~1K0.92×
14Maryland~10K0.89×
15Hawaii~3K0.86×
16Maine~2K0.85×
17New Hampshire~2K0.81×
18Rhode Island~2K0.81×
19Washington~10K0.80×
20New Jersey~10K0.77×
21Tennessee~10K0.77×
22Wisconsin~9K0.77×
23Pennsylvania~20K0.76×
24Montana~2K0.75×
25Alaska~1K0.75×
26Oregon~6K0.74×
27Delaware~1K0.71×
28North Dakota~1K0.71×
29Arizona~10K0.69×
30West Virginia~2K0.69×
31South Dakota~1K0.69×
32Texas~40K0.68×
33Missouri~8K0.68×
34Kentucky~6K0.66×
35Kansas~4K0.66×
36Georgia~10K0.65×
37North Carolina~10K0.65×
38South Carolina~7K0.65×
39Nebraska~2K0.64×
40Nevada~5K0.63×
41Arkansas~4K0.62×
42New Mexico~2K0.62×
43Iowa~4K0.61×
44Idaho~2K0.61×
45Florida~30K0.60×
46Louisiana~6K0.60×
47Oklahoma~5K0.60×
48Utah~4K0.57×
49Mississippi~3K0.55×
50Alabama~5K0.53×
Fig. 06

Affinity by region

Affinity by region — Shinola, United States
0.53×1.00×11.45×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Shinola audience
#·InterestCategoryAffinity×
01Tesla Model XCars & Mobility21.86×
02Chrono24Shopping16.09×
03WatchmakerFashion & Accessoires12.11×
04Luxury WatchesFashion & Accessoires11.27×
05TissotFashion & Accessoires9.72×
06paul smithFashion & Accessoires9.72×
07Acne StudiosFashion & Accessoires8.84×
08DC ShoesFashion & Accessoires8.20×
09TAG HeuerFashion & Accessoires8.17×
10Ski resortTravel & Leisure4.73×
11First class travelTravel & Leisure3.27×
12Detroit TigersSports2.98×
13Sprouts Farmers MarketShopping2.87×
14Renewable energyBusiness & Career2.82×
15FedExBusiness & Career2.80×
16Mortgage loansBusiness & Career2.39×
17AirbnbTravel & Leisure1.97×
18NordstromShopping1.93×
19FurnitureHome & Garden1.53×
20PinterestInternet & Social Media1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Shinola 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 Shinola audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM5.99×
IndulgenceJOY2.12×
Quality AwarenessPREMIUM2.00×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Shinola audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.75×
Community OrientationOPEN0.78×
ExtroversionTHRILL0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Shinola's target market in United States?

Shinola's target market in United States covers an estimated 743,905 people, concentrated in Michigan and California.

02

What is the gender split and age of Shinola customers?

46.6% of the Shinola audience are female, 53.4% are male, with an average age of 43.8 years.

03

Which brands do Shinola fans like most?

Shinola fans show strongest brand affinity for Tesla Model X (21.86×), Luxury Watches (11.27×), and Watchmaker (12.11×) over the country average.

04

Where do Shinola fans live in United States?

Shinola fans in United States are most concentrated in Michigan (reach ~200K), California (reach ~80K), and New York (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Shinola fans also like?

Beyond Shinola itself, the audience over-indexes on Luxury Watches (11.27×), Watchmaker (12.11×), Ski resort (4.73×), and Chrono24 (16.09×) compared to the United States average.

Appendix

Explore more audiences

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

More Bags and accessories audiences in United States

See Shinola audiences in other countries

How to read this data

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