Rascasse Audience Intelligence

Williams-Sonoma Target Market in United States

A data profile of the people who buy, follow and care about Williams-Sonoma in United States — modelled from more than twelve digital signal sources. Williams-Sonoma has an estimated audience of 23,012,668 people in United States.

#141among Brand in United States#104in Home & Garden

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, Florida.

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 Design Affinity, Pet Ownership.

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

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

Category: Home & Garden · Type: Brand

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 Williams-Sonoma profile in United States.

Audience size
23M
in United States
Gender
68.6%♀
31.4% male
Age
36.4
average years
Country rank
#1374
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Williams-Sonoma

68.6% are female, 31.4% are male, average age 36.4.

Fig. 02

Gender split

68.6%
Female
31.4%
Male
Demographic split for Williams-Sonoma audience in United States
MetricValue
Female68.6%
Male31.4%
Average age36.4
Estimated audience size23,012,668
Fig. 03

Age distribution

Ø 36.4
average years
Age distribution of the Williams-Sonoma audience in United States
Age bracketShare%
16-1927%
20-2921%
30-3919%
40-4918%
50+15%
Fig. 04

Worldwide distribution

84.2%

of the worldwide Williams-Sonoma audience comes from United States.

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

Fig. 05

Top regions by affinity

Williams-Sonoma customers by region in United States
#RegionReachAffinity×
01Connecticut~400K1.71×
02California~4M1.64×
03New Jersey~900K1.59×
04Massachusetts~700K1.49×
05Rhode Island~100K1.41×
06New York~2M1.36×
07Washington, District of Columbia~90K1.34×
08North Carolina~900K1.32×
09Minnesota~400K1.32×
10Colorado~500K1.31×
11Washington~600K1.30×
12Maryland~500K1.25×
13Virginia~700K1.24×
14New Hampshire~100K1.24×
15Nevada~300K1.16×
16Illinois~900K1.15×
17Oregon~300K1.15×
18Florida~2M1.14×
19Tennessee~500K1.14×
20Georgia~800K1.10×
21Oklahoma~300K1.10×
22Texas~2M1.09×
23Idaho~100K1.07×
24Arizona~500K1.02×
25South Carolina~400K1.02×
26Pennsylvania~800K1.00×
27Alabama~300K0.95×
28Kansas~200K0.94×
29Michigan~600K0.92×
30Delaware~60K0.92×
31Maine~70K0.89×
32Vermont~40K0.89×
33Kentucky~200K0.85×
34Arkansas~200K0.84×
35New Mexico~100K0.84×
36Missouri~300K0.82×
37Nebraska~90K0.82×
38Utah~200K0.81×
39Mississippi~200K0.81×
40Ohio~500K0.77×
41Wisconsin~300K0.74×
42Iowa~100K0.71×
43Montana~50K0.71×
44Indiana~300K0.67×
45Louisiana~200K0.64×
46Wyoming~20K0.60×
47Hawaii~60K0.57×
48Alaska~20K0.51×
49West Virginia~50K0.49×
50South Dakota~20K0.45×
Fig. 06

Affinity by region

Affinity by region — Williams-Sonoma, United States
0.45×1.00×1.71×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Williams-Sonoma audience
#·InterestCategoryAffinity×
01Home Interior DesignHome & Garden2.41×
02Diaper bagKids & Family2.39×
03Home decorating ideasHome & Garden2.35×
04Home DesignHome & Garden2.34×
05H.O.M.E.Home & Garden2.19×
06Infant clothingKids & Family2.06×
07Dog loversPets & Animals2.01×
08Healthy habitsHealth1.94×
09Fashion NovaShopping1.79×
10T.J.MaxxShopping1.71×
111080iTechnology & Electronics1.69×
12Harry PotterMovies & TV1.67×
13ToddlerKids & Family1.67×
14Dog walkingPets & Animals1.67×
15ChildbirthKids & Family1.62×
16Kohl'sShopping1.59×
17Dog foodPets & Animals1.59×
18Old NavyFashion & Accessoires1.51×
19KPop Demon HuntersMovies & TV1.51×
20Pet foodPets & Animals1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Williams-Sonoma 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 Williams-Sonoma audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.56×
Pet OwnershipJOY1.38×
SustainabilityBALANCE1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Williams-Sonoma audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.63×
Convenience OrientationPREMIUM0.69×
Social Media UsageJOY0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Williams-Sonoma's target market in United States?

Williams-Sonoma's target market in United States covers an estimated 23,012,668 people, concentrated in California and Texas.

02

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

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

03

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.

04

Where do Williams-Sonoma fans live in United States?

Williams-Sonoma fans in United States are most concentrated in California (reach ~4M), Texas (reach ~2M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

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 H.O.M.E. (2.19×) 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 Williams-Sonoma audiences in other countries

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.

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