Rascasse Audience Intelligence

Wayfair Target Market in United States

A data profile of the people who buy, follow and care about Wayfair in United States — modelled from more than twelve digital signal sources. Wayfair has an estimated audience of 29,743,977 people in United States.

#3among Furniture in United States#97among Brand in United States#65in Home & Garden

The average Wayfair fan in United States is 38.7 years old, more female, and lives primarily in Florida.

The audience is concentrated in Florida, California, Texas.

Top brand affinities include Kohl's, Nancy Mace, Google Drive, with strongest over-indexing on Kohl's (1.64× the country average).

Demographically, the Wayfair audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

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

The typical Wayfair fan in United States is more female, around 38.7 years old, with strong Design Affinity tendencies and a notable affinity for Kohl's.

Category: Home & Garden · Type: Brand · Subtype: Furniture

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 Wayfair profile in United States.

Audience size
29.7M
in United States
Gender
67.5%♀
32.5% male
Age
38.7
average years
Country rank
#938
Brand in United States
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Wayfair

67.5% are female, 32.5% are male, average age 38.7.

Fig. 02

Gender split

67.5%
Female
32.5%
Male
Demographic split for Wayfair audience in United States
MetricValue
Female67.5%
Male32.5%
Average age38.7
Estimated audience size29,743,977
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Wayfair audience in United States
Age bracketShare%
16-1922%
20-2919%
30-3919%
40-4920%
50+20%
Fig. 04

Worldwide distribution

68.8%

of the worldwide Wayfair audience comes from United States.

Worldwide audience distribution share by country for Wayfair
CountryShare
United States68.8%
United Kingdom11.9%
Canada7.2%
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 Wayfair audience in United States is strongest.

Fig. 05

Top regions by affinity

Wayfair customers by region in United States
#RegionReachAffinity×
01Delaware~100K1.31×
02South Carolina~600K1.30×
03Maine~100K1.28×
04New Hampshire~100K1.27×
05Connecticut~400K1.26×
06New Jersey~900K1.24×
07Vermont~60K1.24×
08Maryland~600K1.23×
09Florida~2.5M1.19×
10Illinois~1M1.19×
11Georgia~1M1.18×
12North Carolina~1M1.17×
13Massachusetts~700K1.16×
14Rhode Island~100K1.13×
15Alabama~400K1.12×
16Mississippi~300K1.12×
17New York~2M1.10×
18Pennsylvania~1M1.10×
19Virginia~800K1.10×
20Wisconsin~500K1.10×
21Tennessee~600K1.09×
22Montana~90K1.08×
23Michigan~800K1.06×
24Louisiana~400K1.06×
25West Virginia~100K1.04×
26Kentucky~400K1.02×
27North Dakota~60K1.01×
28Ohio~900K0.99×
29Indiana~500K0.99×
30Idaho~100K0.99×
31Missouri~500K0.98×
32Arkansas~200K0.97×
33South Dakota~60K0.96×
34Minnesota~400K0.94×
35Colorado~400K0.90×
36Iowa~200K0.90×
37Oregon~300K0.89×
38Kansas~200K0.85×
39Nebraska~100K0.85×
40Arizona~500K0.84×
41Washington~500K0.84×
42Wyoming~40K0.84×
43New Mexico~100K0.82×
44Oklahoma~300K0.81×
45Washington, District of Columbia~70K0.79×
46Texas~2M0.78×
47Nevada~200K0.76×
48California~2.5M0.72×
49Utah~200K0.72×
50Hawaii~40K0.34×
Fig. 06

Affinity by region

Affinity by region — Wayfair, United States
0.34×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wayfair audience
#·InterestCategoryAffinity×
01Princess PollyFashion & Accessoires3.64×
02AritziaFashion & Accessoires2.97×
03Ashley Furniture HomeStoresHome & Garden2.37×
04West ElmHome & Garden2.36×
05Order (business)Business & Career2.20×
06Nancy MacePolitics & Society2.15×
07LabCorpHealth2.15×
08HomeGoodsHome & Garden2.03×
09Nordstrom rackFashion & Accessoires1.98×
10Google NewsNews1.98×
11Savannah GuthrieMovies & TV1.87×
12T.J.MaxxShopping1.79×
13MarshallsFashion & Accessoires1.74×
14Google DriveTechnology & Electronics1.72×
15Kohl'sShopping1.64×
16J. C. PenneyShopping1.60×
17IKEAHome & Garden1.59×
18BedHome & Garden1.52×
19Freight transportCars & Mobility1.52×
20Hobby LobbyHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wayfair 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 Wayfair audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.24×
Quality AwarenessPREMIUM1.21×
Price SensitivityPREMIUM1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wayfair audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.67×
PatriotismCONSERVATISM0.69×
Early Adopter MentalityPOWER0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Wayfair's target market in United States?

Wayfair's target market in United States covers an estimated 29,743,977 people, concentrated in Florida and California.

02

What is the gender split and age of Wayfair customers?

67.5% of the Wayfair audience are female, 32.5% are male, with an average age of 38.7 years.

03

Which brands do Wayfair fans like most?

Wayfair fans show strongest brand affinity for Kohl's (1.64×), Nancy Mace (2.15×), and Google Drive (1.72×) over the country average.

04

Where do Wayfair fans live in United States?

Wayfair fans in United States are most concentrated in Florida (reach ~2.5M), California (reach ~2.5M), and Texas (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Wayfair fans also like?

Beyond Wayfair itself, the audience over-indexes on Nancy Mace (2.15×), Google Drive (1.72×), Nordstrom rack (1.98×), and Marshalls (1.74×) compared to the United States average.

Appendix

Explore more audiences

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

More Furniture audiences in United States

See Wayfair audiences in other countries

How to read this data

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