Rascasse Audience Intelligence

Yankee Candle Target Market in United States

Yankee Candle has an estimated audience of 3.4M people in United States.

#4among Home accessories in United States
#1029among brands in United States#583in Home & Garden

The average Yankee Candle fan in United States is 41.9 years old, more female, and lives primarily in Pennsylvania.

By number of fans, Yankee Candle ranks #4 among the 38 objects in Home accessories in United States — 13.5× the group median.

Its fans are 2.4 years older than the group average of 39.5.

Women make up 78.5% of the fan base, 10.2 percentage points more than the group average.

Compared with the other 37 objects in Home accessories, Yankee Candle fans stand out for their interest in Diamond Candles, KNOX and Bath and Bodyworks.

Interest is seasonal: October, November and December account for 42% of the year's searches, April is the quietest month.

Most fans live in Pennsylvania, Massachusetts, New York.

Top affinities include Diamond Candles, WoodWick Candles, KNOX, with strongest over-indexing on Diamond Candles (31.66× the country average).

Demographically, the Yankee Candle audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Design Affinity, Pet Ownership.

The typical Yankee Candle fan in United States is more female, around 41.9 years old, with strong Design Affinity tendencies and a notable affinity for Diamond Candles.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
3.4M
in United States
Gender
78.5%♀
21.5% male
Age
41.9
average years
Country rank
#9144
among all objects in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Yankee Candle

78.5% are female, 21.5% are male, average age 41.9.

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 age41.9
Estimated audience size3.4M
Fig. 03

Age distribution

Ø 41.9
average years
Age distribution of the Yankee Candle audience in United States
Age bracketShare%
16-2416%
25-3418%
35-4419%
45-5423%
55+25%
Fig. 04

Worldwide distribution

39.3%

of the worldwide Yankee Candle audience comes from United States.

Worldwide audience distribution share by country for Yankee Candle
CountryShare
United States39.3%
United Kingdom14.9%
Italy9.9%
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

Yankee Candle customers by region in United States
#RegionReachAffinity×
01New Hampshire~50K3.49×
02Massachusetts~200K3.30×
03Rhode Island~30K3.17×
04Connecticut~100K2.59×
05Vermont~10K2.23×
06Delaware~20K1.96×
07Pennsylvania~200K1.82×
08Maine~20K1.78×
09Virginia~100K1.43×
10Maryland~90K1.38×
11New Jersey~100K1.37×
12Indiana~90K1.37×
13West Virginia~20K1.22×
14Ohio~100K1.16×
15Illinois~100K1.09×
16South Carolina~60K1.08×
17New York~200K1.02×
18Tennessee~70K1.01×
19Kentucky~50K1.01×
20North Carolina~100K0.98×
21Wisconsin~50K0.90×
22Michigan~90K0.85×
23Florida~200K0.82×
24Kansas~20K0.82×
25Iowa~30K0.78×
26Nebraska~20K0.76×
27Colorado~40K0.74×
28Missouri~50K0.73×
29Georgia~80K0.68×
30North Dakota~5K0.59×
31South Dakota~5K0.57×
32Arizona~40K0.55×
33Mississippi~20K0.54×
34Idaho~10K0.54×
35Alabama~30K0.53×
36Washington, District of Columbia~4K0.51×
37Wyoming~3K0.51×
38Minnesota~30K0.49×
39Arkansas~10K0.49×
40New Mexico~10K0.49×
41Texas~100K0.47×
42Oklahoma~20K0.45×
43Nevada~10K0.45×
44Oregon~20K0.44×
45Washington~30K0.42×
46Montana~5K0.42×
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 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 Yankee Candle audience vs. the country average
#·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×
08Bath & Body WorksShopping3.95×
09CandleHome & Garden3.07×
10Christmas EveKids & Family2.35×
11Gift shopHome & Garden2.33×
12Home decorating ideasHome & Garden2.19×
13Image sensorTechnology & Electronics2.15×
14ReligionBusiness & Career2.13×
15Heart (novel)Literature2.05×
16African-American musicMusic & Radio1.93×
17Home DesignHome & Garden1.91×
18Hobby LobbyHome & Garden1.78×
19BeetlejuiceMovies & TV1.69×
20ChildbirthKids & Family1.59×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Yankee Candle audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Yankee Candle audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.33×
Pet OwnershipJOY1.30×
SpiritualityBALANCE1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Yankee Candle audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.68×
PatriotismCONSERVATISM0.70×
Career OrientationPOWER0.72×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Yankee Candle 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/yankee-candle-17393” · Methodology