Rascasse Audience Intelligence

Yankee Candle Target Market in United States

A data profile of the people who buy, follow and care about Yankee Candle in United States — modelled from more than twelve digital signal sources. Yankee Candle has an estimated audience of 3,410,465 people in United States.

#4among Home accessories in United States#965among Brand in United States#579in Home & Garden

The average Yankee Candle fan in United States is 41.2 years old, more female, and lives primarily in Massachusetts.

The audience is concentrated in Massachusetts, Pennsylvania, New York.

Top brand affinities include Bath and Bodyworks, Religion, WoodWick Candles, with strongest over-indexing on Bath and Bodyworks (11.66× the country average).

Demographically, the Yankee Candle audience skews more female with an average age of 41.2, 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 Yankee Candle fan in United States is more female, around 41.2 years old, with strong Design Affinity tendencies and a notable affinity for Bath and Bodyworks.

Category: Home & Garden · Type: Brand · Subtype: Home 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 Yankee Candle profile in United States.

Audience size
3.4M
in United States
Gender
78.5%♀
21.5% male
Age
41.2
average years
Country rank
#9238
Brand in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Yankee Candle

78.5% are female, 21.5% are male, average age 41.2.

Fig. 02

Gender split

78.5%
Female
21.5%
Male
Demographic split for Yankee Candle audience in United States
MetricValue
Female78.5%
Male21.5%
Average age41.2
Estimated audience size3,410,465
Fig. 03

Age distribution

Ø 41.2
average years
Age distribution of the Yankee Candle audience in United States
Age bracketShare%
16-1916%
20-2918%
30-3919%
40-4923%
50+25%
Fig. 04

Worldwide distribution

39.7%

of the worldwide Yankee Candle audience comes from United States.

Worldwide audience distribution share by country for Yankee Candle
CountryShare
United States39.7%
United Kingdom15.0%
Italy10.0%
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 Yankee Candle audience in United States is strongest.

Fig. 05

Top regions by affinity

Yankee Candle customers by region in United States
#RegionReachAffinity×
01New Hampshire~50K3.49×
02Massachusetts~200K3.30×
03Rhode Island~30K3.17×
04Connecticut~90K2.59×
05Vermont~10K2.23×
06Delaware~20K1.96×
07Pennsylvania~200K1.82×
08Maine~20K1.78×
09Virginia~100K1.43×
10Maryland~80K1.38×
11New Jersey~100K1.37×
12Indiana~80K1.37×
13West Virginia~20K1.22×
14Ohio~100K1.16×
15Illinois~100K1.09×
16South Carolina~60K1.08×
17New York~200K1.02×
18Tennessee~70K1.01×
19Kentucky~40K1.01×
20North Carolina~100K0.98×
21Wisconsin~50K0.90×
22Michigan~80K0.85×
23Florida~200K0.82×
24Kansas~20K0.82×
25Iowa~20K0.78×
26Nebraska~10K0.76×
27Colorado~40K0.74×
28Missouri~40K0.73×
29Georgia~70K0.68×
30North Dakota~4K0.59×
31South Dakota~4K0.57×
32Arizona~40K0.55×
33Mississippi~10K0.54×
34Idaho~9K0.54×
35Alabama~30K0.53×
36Washington, District of Columbia~5K0.51×
37Minnesota~20K0.49×
38Arkansas~10K0.49×
39New Mexico~8K0.49×
40Texas~100K0.47×
41Oklahoma~20K0.45×
42Nevada~10K0.45×
43Oregon~20K0.44×
44Washington~30K0.42×
45Montana~4K0.42×
46Alaska~3K0.41×
47Louisiana~20K0.37×
48California~100K0.33×
49Utah~10K0.32×
50Hawaii~4K0.28×
Fig. 06

Affinity by region

Affinity by region — Yankee Candle, United States
0.28×1.00×3.49×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Yankee Candle audience
#·InterestCategoryAffinity×
01Diamond CandlesHome & Garden31.66×
02WoodWick CandlesHome & Garden31.04×
03KNOXHome & Garden17.06×
04Bath and BodyworksShopping11.66×
05ScentsyHome & Garden10.98×
06Sixteen CandlesMovies & TV9.43×
07Fragrance oilBeauty & Wellness8.45×
08Lush (band)Music & Radio6.82×
09Bath & Body WorksShopping3.95×
10CandleHome & Garden3.07×
11Christmas EveKids & Family2.35×
12Gift shopHome & Garden2.33×
13Home decorating ideasHome & Garden2.19×
14Image sensorTechnology & Electronics2.15×
15ReligionBusiness & Career2.13×
16Heart (novel)Literature2.05×
17African-American musicMusic & Radio1.93×
18Home DesignHome & Garden1.91×
19Hobby LobbyHome & Garden1.78×
20BeetlejuiceMovies & TV1.69×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Yankee Candle 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 Yankee Candle audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.33×
Pet OwnershipJOY1.30×
SpiritualityBALANCE1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Yankee Candle audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.68×
PatriotismCONSERVATISM0.70×
Career OrientationPOWER0.72×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Yankee Candle's target market in United States?

Yankee Candle's target market in United States covers an estimated 3,410,465 people, concentrated in Massachusetts and Pennsylvania.

02

What is the gender split and age of Yankee Candle customers?

78.5% of the Yankee Candle audience are female, 21.5% are male, with an average age of 41.2 years.

03

Which brands do Yankee Candle fans like most?

Yankee Candle fans show strongest brand affinity for Bath and Bodyworks (11.66×), Religion (2.13×), and WoodWick Candles (31.04×) over the country average.

04

Where do Yankee Candle fans live in United States?

Yankee Candle fans in United States are most concentrated in Massachusetts (reach ~200K), Pennsylvania (reach ~200K), and New York (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Yankee Candle fans also like?

Beyond Yankee Candle itself, the audience over-indexes on Religion (2.13×), WoodWick Candles (31.04×), Scentsy (10.98×), and Fragrance oil (8.45×) compared to the United States average.

Appendix

Explore more audiences

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

More Home accessories audiences in United States

See Yankee Candle audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →