Williams-Sonoma Audience in United States

Williams-Sonoma logo

Williams-Sonoma has an estimated audience of 22,979,172 people in United States. 68.6% are female, 31.4% are male, average age 36.4. Top regions: California, Texas, New York. Top brand affinities: Harry Potter, Kohl's, Home Design, Old Navy, Home decorating ideas.

The average Williams-Sonoma fan in United States is 36.4 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Harry Potter, Kohl's, Home Design, with strongest over-indexing on Harry Potter (1.67× the country average). Demographically, the Williams-Sonoma audience skews more female with an average age of 36.4, and over-indexes on personality traits such as Luxury Orientation, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Home & Garden · Type: Brand · Subtype: Household products

Demographics of Williams-Sonoma fans

Demographic split for Williams-Sonoma audience in United States
MetricValue
Female68.6%
Male31.4%
Average age36.4
Estimated audience size22,979,172

Audience persona

The typical Williams-Sonoma fan in United States is more female, around 36.4 years old, with strong Luxury Orientation tendencies and a notable affinity for Harry Potter.

Top regions in United States

Top regions ranked by reach for Williams-Sonoma in United States
RegionReachAffinity
California4,396,1021.74×
Texas2,252,6211.14×
New York1,867,1531.45×
Florida1,764,8701.13×
New Jersey960,1231.64×
Illinois932,8781.22×
North Carolina932,2161.35×
Georgia797,4671.13×
Pennsylvania785,3501.01×
Virginia717,7491.28×
Massachusetts698,9041.54×
Washington616,9711.34×
Michigan556,5710.93×
Ohio551,6540.78×
Tennessee538,6411.17×
Maryland507,1411.28×
Colorado489,2301.35×
Arizona480,0331.02×
Minnesota443,2691.35×
Connecticut395,9261.72×
South Carolina348,6161.01×
Missouri306,1920.83×
Oregon305,1051.16×
Alabama288,2250.9×
Indiana285,0150.68×
Oklahoma279,5791.1×
Nevada255,9591.15×
Wisconsin254,1710.74×
Kentucky243,9670.85×
Louisiana185,6460.63×
Utah167,6210.81×
Kansas164,6960.91×
Mississippi158,2030.84×
Arkansas153,3220.81×
Iowa131,4410.69×
Idaho117,2771.02×
New Hampshire107,2631.18×
Rhode Island98,0081.34×
Washington, District of Columbia94,7861.37×
Nebraska90,3220.78×
New Mexico89,8510.78×
Maine71,4810.87×
Delaware55,8950.88×
Hawaii54,2390.55×
West Virginia45,7960.43×
Montana41,6840.65×
Vermont33,3490.83×
Alaska20,3330.41×
South Dakota19,3520.36×
Wyoming17,7170.52×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Williams-Sonoma audience
BrandAffinityCategory
Harry Potter1.67×Movies & TV
Kohl's1.59×Shopping
Home Design2.34×Home & Garden
Old Navy1.51×Fashion & Accessoires
Home decorating ideas2.35×Home & Garden
Diaper bag2.39×Kids & Family
Home Interior Design2.41×Home & Garden
1080i1.69×Technology & Electronics
Healthy habits1.94×Health
Dog lovers2.01×Pets & Animals
T.J.Maxx1.71×Shopping
Infant clothing2.06×Kids & Family
KPop Demon Hunters1.51×Movies & TV
Fashion Nova1.79×Shopping
Toddler1.67×Kids & Family
Pet food1.51×Pets & Animals
Dog food1.59×Pets & Animals
Childbirth1.62×Kids & Family
Dog walking1.67×Pets & Animals
Architecture & Design2.11×Business & Career

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Williams-Sonoma audience
TraitClusterScore
Luxury OrientationPREMIUM3.75
Design AffinityPREMIUM2.28
SustainabilityBALANCE1.86
IndulgenceJOY1.67
DIY MentalityTHRILL1.58
Quality AwarenessPREMIUM1.54

Worldwide distribution

Worldwide audience distribution share by country for Williams-Sonoma
CountryShare
United States84.2%
Canada5.8%
Japan2.3%

See Williams-Sonoma audiences in other countries

More Household products audiences in United States

Frequently asked questions

How many fans does Williams-Sonoma have in United States?

Williams-Sonoma has an estimated audience of 22,979,172 people in United States, concentrated in California and Texas.

What is the gender split and age of Williams-Sonoma fans?

68.6% of Williams-Sonoma fans are female, 31.4% are male, with an average age of 36.4 years.

Which brands do Williams-Sonoma fans like most?

Williams-Sonoma fans show strongest brand affinity for Harry Potter (1.67×), Kohl's (1.59×), and Home Design (2.34×) over the country average.

Where do Williams-Sonoma fans live in United States?

Williams-Sonoma fans in United States are most concentrated in California (reach 4,396,102), Texas (reach 2,252,621), and New York (reach 1,867,153). These three regions account for the largest share of the active audience.

What other brands do Williams-Sonoma fans also like?

Beyond Williams-Sonoma itself, the audience over-indexes on Kohl's (1.59×), Home Design (2.34×), Old Navy (1.51×), and Home decorating ideas (2.35×) compared to the United States average.

How to read this data

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