Rascasse Audience Intelligence

Cabela's Target Market in United States

Cabela's has an estimated audience of 25.9M people in United States.

#122among brands in United States#75in Sports

The average Cabela's fan in United States is 38.8 years old, more male, and lives primarily in Pennsylvania.

Most fans live in Pennsylvania, Michigan, Ohio.

Top affinities include Duck hunting, Bodybuilding & Fitness, Fox hunting, with strongest over-indexing on Duck hunting (2.79× the country average).

Demographically, the Cabela's audience skews more male with an average age of 38.8, and over-indexes on personality traits such as Pet Ownership, Luxury Orientation.

The typical Cabela's fan in United States is more male, around 38.8 years old, with strong Pet Ownership tendencies and a notable affinity for Duck hunting.

Category: Sports · Type: Brand

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
25.9M
in United States
Gender
40.2%♀
59.8% male
Age
38.8
average years
Country rank
#1140
among all objects in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Cabela's

40.2% are female, 59.8% are male, average age 38.8.

Fig. 02

Gender split

40.2%
Female
59.8%
Male
Demographic split for Cabela's audience in United States
MetricValue
Female40.2%
Male59.8%
Average age38.8
Estimated audience size25.9M
Fig. 03

Age distribution

Ø 38.8
average years
Age distribution of the Cabela's audience in United States
Age bracketShare%
16-2421%
25-3422%
35-4420%
45-5419%
55+18%
Fig. 04

Worldwide distribution

76.7%

of the worldwide Cabela's audience comes from United States.

Worldwide audience distribution share by country for Cabela's
CountryShare
United States76.7%
Canada7.6%
Italy1.6%
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

Cabela's customers by region in United States
#RegionReachAffinity×
01Maine~400K3.41×
02Idaho~400K2.72×
03Nebraska~400K2.56×
04Wisconsin~1M2.13×
05South Dakota~100K2.13×
06West Virginia~300K2.12×
07Minnesota~900K2.07×
08Delaware~100K1.95×
09Alaska~100K1.84×
10Montana~200K1.80×
11Wyoming~70K1.52×
12Kentucky~500K1.50×
13Utah~400K1.49×
14Michigan~1M1.46×
15Colorado~600K1.37×
16Washington~700K1.22×
17Ohio~1M1.20×
18Indiana~600K1.16×
19Pennsylvania~1M1.15×
20New Mexico~200K1.10×
21North Dakota~60K1.07×
22Oregon~300K0.97×
23Kansas~200K0.93×
24Vermont~40K0.85×
25Connecticut~200K0.81×
26Virginia~500K0.78×
27Oklahoma~200K0.77×
28Iowa~200K0.76×
29Illinois~700K0.71×
30Missouri~300K0.58×
31Louisiana~200K0.54×
32New Hampshire~50K0.53×
33Massachusetts~300K0.51×
34South Carolina~200K0.51×
35Texas~800K0.46×
36Nevada~100K0.46×
37Alabama~200K0.41×
38Arizona~200K0.39×
39North Carolina~300K0.37×
40Arkansas~80K0.34×
41New York~500K0.33×
42New Jersey~200K0.29×
43Maryland~100K0.28×
44Georgia~200K0.27×
45Tennessee~100K0.25×
46Mississippi~50K0.24×
47Rhode Island~20K0.21×
48Hawaii~20K0.17×
49California~300K0.11×
50Florida~200K0.11×
Fig. 06

Affinity by region

Affinity by region — Cabela's, United States
0.11×1.00×3.41×
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 Cabela's audience vs. the country average
#·InterestCategoryAffinity×
01Duck huntingSports2.79×
02Bodybuilding & FitnessSports2.61×
03Fox huntingSports2.55×
04Trophy huntingSports2.48×
05Turkey huntingSports2.46×
06DeerPets & Animals2.46×
07Shooting sportSports2.42×
08Bass fishingSports2.28×
09Cars (film)Movies & TV2.07×
10DrillHome & Garden2.02×
11Golf ChannelSports1.98×
12Electric guitarMusic & Radio1.89×
13Golf equipmentSports1.88×
14PGA TourSports1.75×
15NBA playoffsSports1.70×
16KPop Demon HuntersMovies & TV1.68×
17Bass guitarMusic & Radio1.67×
18NBA FinalsSports1.59×
19Heavy metal musicMusic & Radio1.53×
20Alternative rockMusic & Radio1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Cabela's audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Cabela's audience vs. the country average · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.22×
Luxury OrientationPREMIUM1.22×
MindfulnessBALANCE1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Cabela's audience vs. the country average · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.60×
TraditionCONSERVATISM0.61×
Price SensitivityPREMIUM0.67×
0×1.00× baseline2×
Appendix

Explore more audiences

More Sports 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 Cabela's 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/cabelas-30361” · Methodology