Rascasse Audience Intelligence

Variety store Audience in United States

A data profile of the people who buy, follow and care about Variety store in United States — modelled from more than twelve digital signal sources. Variety store has an estimated audience of 4,493,493 people in United States.

#155among Touchpoint in United States#169in Shopping

The average Variety store fan in United States is 43.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Ohio, Oregon.

Top brand affinities include Five Below, Dollar General, 7-Eleven, with strongest over-indexing on Five Below (7.64× the country average).

Demographically, the Variety store audience skews more female with an average age of 43.9, and over-indexes on personality traits such as Community Orientation, DIY Mentality.

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

The typical Variety store fan in United States is more female, around 43.9 years old, with strong Community Orientation tendencies and a notable affinity for Five Below.

Category: Shopping · Type: Touchpoint

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 Variety store profile in United States.

Audience size
4.5M
in United States
Gender
76.6%♀
23.4% male
Age
43.9
average years
Country rank
#7305
Touchpoint in United States
Fig. 01

Search interest · 12-month trend

-40%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Variety store fans

76.6% are female, 23.4% are male, average age 43.9.

Fig. 02

Gender split

76.6%
Female
23.4%
Male
Demographic split for Variety store audience in United States
MetricValue
Female76.6%
Male23.4%
Average age43.9
Estimated audience size4,493,493
Fig. 03

Age distribution

Ø 43.9
average years
Age distribution of the Variety store audience in United States
Age bracketShare%
16-1912%
20-2915%
30-3917%
40-4924%
50+32%
Fig. 04

Worldwide distribution

49.7%

of the worldwide Variety store audience comes from United States.

Worldwide audience distribution share by country for Variety store
CountryShare
United States49.7%
United Kingdom8.2%
Brazil6.0%
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 Variety store audience in United States is strongest.

Fig. 05

Top regions by affinity

Variety store fans by region: top regions in United States
#RegionReachAffinity×
01Oregon~500K9.17×
02Virginia~500K4.29×
03Ohio~500K3.47×
04Washington~200K1.94×
05Maine~30K1.87×
06South Carolina~100K1.54×
07North Dakota~10K1.31×
08Alabama~80K1.26×
09New York~300K1.22×
10Montana~10K1.19×
11California~600K1.18×
12Mississippi~40K1.18×
13Pennsylvania~200K1.14×
14Delaware~10K1.03×
15North Carolina~100K1.00×
16Alaska~9K0.93×
17West Virginia~20K0.91×
18Vermont~7K0.91×
19Georgia~100K0.90×
20Kansas~30K0.90×
21Louisiana~50K0.89×
22Arkansas~30K0.88×
23New Hampshire~20K0.88×
24South Dakota~9K0.88×
25Tennessee~80K0.87×
26Kentucky~50K0.87×
27Hawaii~20K0.87×
28Washington, District of Columbia~10K0.85×
29Rhode Island~10K0.83×
30Connecticut~40K0.82×
31Indiana~70K0.80×
32Iowa~30K0.80×
33Missouri~60K0.79×
34Oklahoma~40K0.79×
35Idaho~20K0.78×
36New Jersey~90K0.77×
37New Mexico~20K0.76×
38Nebraska~20K0.76×
39Massachusetts~60K0.73×
40Florida~200K0.67×
41Minnesota~40K0.67×
42Utah~30K0.67×
43Michigan~80K0.66×
44Wisconsin~40K0.66×
45Maryland~50K0.65×
46Nevada~30K0.65×
47Arizona~60K0.64×
48Texas~200K0.59×
49Colorado~40K0.56×
50Illinois~80K0.54×
Fig. 06

Affinity by region

Affinity by region — Variety store, United States
0.54×1.00×9.17×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Variety store audience
#·InterestCategoryAffinity×
01Five BelowShopping7.64×
027-ElevenShopping4.76×
03Dollar GeneralShopping3.82×
04Traditional medicineHealth3.59×
05Dollar TreeShopping3.04×
06Non-alcoholic beverageFood & Beverages3.01×
07Family DollarFashion & Accessoires2.93×
08Hardware storeHome & Garden2.64×
09PharmacyBusiness & Career2.56×
10Life insuranceBusiness & Career2.38×
11SupermarketShopping2.30×
12Charitable organizationPolitics & Society2.24×
13GeneticsKids & Family2.19×
14Hobby LobbyHome & Garden2.16×
15Snack foodFood & Beverages1.98×
16AldiShopping1.87×
17FragrancesBeauty & Wellness1.63×
18Nonprofit organizationPolitics & Society1.61×
19MSNNews1.55×
20Health careBusiness & Career1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Variety store 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 Variety store audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN2.12×
DIY MentalityTHRILL1.99×
IndividualismJOY1.79×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Variety store audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.38×
Luxury OrientationPREMIUM0.65×
Design AffinityPREMIUM0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Variety store have in United States?

Variety store has an estimated audience of 4,493,493 people in United States, concentrated in California and Ohio.

02

What is the gender split and age of Variety store fans?

76.6% of Variety store fans are female, 23.4% are male, with an average age of 43.9 years.

03

Which brands do Variety store fans like most?

Variety store fans show strongest brand affinity for Five Below (7.64×), Dollar General (3.82×), and 7-Eleven (4.76×) over the country average.

04

Where do Variety store fans live in United States?

Variety store fans in United States are most concentrated in California (reach ~600K), Ohio (reach ~500K), and Oregon (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Variety store fans also like?

Beyond Variety store itself, the audience over-indexes on Dollar General (3.82×), 7-Eleven (4.76×), Dollar Tree (3.04×), and Hobby Lobby (2.16×) 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 Variety store audiences in other countries

How to read this data

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