Rascasse Audience Intelligence

Fleet Farm Target Market in United States

Fleet Farm has an estimated audience of 8.3M people in United States.

#5among Hardware store in United States#465among brands in United States#117in Shopping

The average Fleet Farm fan in United States is 44.6 years old, balanced, and lives primarily in Wisconsin.

By number of fans, Fleet Farm ranks #5 among the 58 objects in Hardware store in United States — 348.0× the group median.

Its fans are 4.5 years older than the group average of 40.1.

Women make up 50.2% of the fan base, 5.3 percentage points more than the group average.

Compared with the other 57 objects in Hardware store, Fleet Farm fans stand out for their interest in Sportsman's Warehouse, Kitchenware and Real property.

Most fans live in Wisconsin, Minnesota, Iowa.

Top affinities include Lowe's, Sportsman's Warehouse, Hardware store, with strongest over-indexing on Lowe's (3.65× the country average).

Demographically, the Fleet Farm audience skews balanced with an average age of 44.6, and over-indexes on personality traits such as DIY Mentality, Indulgence.

The typical Fleet Farm fan in United States is balanced, around 44.6 years old, with strong DIY Mentality tendencies and a notable affinity for Lowe's.

Category: Shopping · Type: Brand · Subtype: Hardware store

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
8.3M
in United States
Gender
50.2%♀
49.8% male
Age
44.6
average years
Country rank
#4230
among all objects in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Fleet Farm

50.2% are female, 49.8% are male, average age 44.6.

Fig. 02

Gender split

50.2%
Female
49.8%
Male
Demographic split for Fleet Farm audience in United States
MetricValue
Female50.2%
Male49.8%
Average age44.6
Estimated audience size8.3M
Fig. 03

Age distribution

Ø 44.6
average years
Age distribution of the Fleet Farm audience in United States
Age bracketShare%
16-2410%
25-3416%
35-4420%
45-5424%
55+31%
Fig. 04

Worldwide distribution

99.6%

of the worldwide Fleet Farm audience comes from United States.

Worldwide audience distribution share by country for Fleet Farm
CountryShare
United States99.6%
Canada0.1%
United Kingdom0.1%
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

Fig. 05

Top regions by affinity

Fleet Farm customers by region in United States
#RegionReachAffinity×
01Wisconsin~2M15.02×
02Minnesota~2M13.07×
03South Dakota~200K7.39×
04North Dakota~100K6.62×
05Iowa~500K6.27×
06Nebraska~40K0.83×
07Rhode Island~10K0.46×
08Vermont~7K0.46×
09Delaware~10K0.43×
10Illinois~100K0.38×
11Hawaii~10K0.37×
12Alaska~6K0.32×
13Maine~10K0.30×
14New Hampshire~10K0.29×
15West Virginia~10K0.27×
16Wyoming~4K0.26×
17New Mexico~10K0.22×
18Idaho~10K0.21×
19Montana~5K0.19×
20Connecticut~10K0.16×
21Mississippi~10K0.16×
22Nevada~10K0.13×
23Kansas~9K0.13×
24Louisiana~10K0.12×
25Oregon~10K0.12×
26Arkansas~9K0.12×
27Maryland~20K0.11×
28Missouri~20K0.11×
29South Carolina~10K0.11×
30Kentucky~10K0.11×
31Oklahoma~10K0.11×
32Utah~9K0.11×
33Michigan~30K0.10×
34Massachusetts~20K0.10×
35Alabama~10K0.10×
36New Jersey~20K0.08×
37Tennessee~10K0.08×
38Indiana~10K0.08×
39Colorado~10K0.08×
40Washington~10K0.07×
41Arizona~10K0.07×
42North Carolina~20K0.06×
43Ohio~20K0.06×
44Georgia~20K0.06×
45Virginia~10K0.06×
46Pennsylvania~20K0.05×
47Texas~20K0.04×
48Florida~20K0.04×
49New York~20K0.04×
50California~30K0.03×
Fig. 06

Affinity by region

Affinity by region — Fleet Farm, United States
0.03×1.00×15.02×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Fleet Farm audience vs. the country average
#·InterestCategoryAffinity×
01Lowe'sShopping3.65×
02Sportsman's WarehouseShopping3.29×
03Hardware storeHome & Garden2.36×
04Ace HardwareHome & Garden2.32×
05MenardsHome & Garden2.14×
06Tractor Supply CompanyShopping2.06×
07KitchenwareHome & Garden2.05×
08Discount TireShopping1.92×
09NASDAQBusiness & Career1.86×
10Discount storesShopping1.80×
11Home AppliancesHome & Garden1.65×
12Real propertyHome & Garden1.61×
13CBS SportsMovies & TV1.59×
14LodgingTravel & Leisure1.58×
15Pizza HutFood & Beverages1.55×
16RenovationHome & Garden1.54×
17AuctionShopping1.54×
18SubwayFood & Beverages1.53×
19IKEAHome & Garden1.53×
20Customer serviceBusiness & Career1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Fleet Farm audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Fleet Farm audience vs. the country average · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.55×
IndulgenceJOY1.48×
Convenience OrientationPREMIUM1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Fleet Farm audience vs. the country average · Rather not
TraitClusterDeviationScore
Healthy LifestyleBALANCE0.90×
Luxury OrientationPREMIUM0.91×
Pet OwnershipJOY0.92×
0×1.00× baseline2×
Appendix

Explore more audiences

More Hardware store audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Fleet Farm over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/fleet-farm-10005597” · Methodology