Rascasse Audience Intelligence

Kohl's Target Market in United States

Kohl's has an estimated audience of 69.4M people in United States.

#7among brands in United States#12in Shopping

The average Kohl's fan in United States is 38.1 years old, more female, and lives primarily in California.

Interest is seasonal: October, November and December account for 36% of the year's searches, February is the quietest month.

Most fans live in California, Texas, Ohio.

Top affinities include Home decorating ideas, Curly Hair, Health And Beauty, with strongest over-indexing on Home decorating ideas (2.06× the country average).

Demographically, the Kohl's audience skews more female with an average age of 38.1, and over-indexes on personality traits such as Design Affinity, Individualism.

The typical Kohl's fan in United States is more female, around 38.1 years old, with strong Design Affinity tendencies and a notable affinity for Home decorating ideas.

Category: Shopping · Type: Brand

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
69.4M
in United States
Gender
70.9%♀
29.1% male
Age
38.1
average years
Country rank
#195
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 Kohl's

70.9% are female, 29.1% are male, average age 38.1.

Fig. 02

Gender split

70.9%
Female
29.1%
Male
Demographic split for Kohl's audience in United States
MetricValue
Female70.9%
Male29.1%
Average age38.1
Estimated audience size69.4M
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the Kohl's audience in United States
Age bracketShare%
16-2425%
25-3419%
35-4419%
45-5419%
55+18%
Fig. 04

Worldwide distribution

98.7%

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

Worldwide audience distribution share by country for Kohl's
CountryShare
United States98.7%
Canada0.2%
Germany0.1%
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

Kohl's customers by region in United States
#RegionReachAffinity×
01Wisconsin~2.5M2.07×
02Indiana~2.5M1.67×
03Ohio~4M1.64×
04Minnesota~2M1.51×
05Illinois~4M1.47×
06Michigan~3M1.47×
07Connecticut~1M1.45×
08Iowa~900K1.42×
09New Jersey~2.5M1.35×
10New Hampshire~400K1.34×
11Rhode Island~300K1.30×
12Missouri~1.5M1.29×
13Pennsylvania~3.5M1.28×
14Kentucky~1M1.28×
15Nebraska~500K1.27×
16Delaware~300K1.27×
17West Virginia~400K1.21×
18Kansas~700K1.09×
19Maryland~1.5M1.08×
20Massachusetts~1.5M1.06×
21Arizona~1.5M1.03×
22Colorado~1M1.03×
23South Dakota~200K1.01×
24North Dakota~200K0.99×
25North Carolina~2.5M0.98×
26South Carolina~1M0.98×
27Maine~300K0.96×
28Virginia~1.5M0.94×
29Vermont~100K0.92×
30Texas~4.5M0.91×
31New York~4M0.91×
32Tennessee~1.5M0.88×
33Nevada~600K0.88×
34California~7M0.85×
35Oklahoma~700K0.83×
36Utah~500K0.81×
37Georgia~2M0.79×
38Arkansas~500K0.77×
39Idaho~300K0.76×
40Florida~3.5M0.74×
41Oregon~600K0.69×
42Alabama~700K0.68×
43New Mexico~300K0.67×
44Montana~100K0.66×
45Washington~1M0.62×
46Mississippi~300K0.54×
47Wyoming~60K0.52×
48Louisiana~400K0.43×
49Alaska~50K0.37×
50Washington, District of Columbia~40K0.26×
Fig. 06

Affinity by region

Affinity by region — Kohl's, United States
0.26×1.00×2.07×
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 Kohl's audience vs. the country average
#·InterestCategoryAffinity×
01Home decorating ideasHome & Garden2.06×
02Curly HairBeauty & Wellness1.86×
03Health And BeautyBeauty & Wellness1.82×
04Makeup TutorialsBeauty & Wellness1.79×
05Boho-chicFashion & Accessoires1.78×
06MarshallsFashion & Accessoires1.77×
07Diaper bagKids & Family1.76×
08Long hairBeauty & Wellness1.73×
09Hair ExtensionsBeauty & Wellness1.72×
10YouTube MusicInternet & Social Media1.71×
11Dog loversPets & Animals1.68×
12Infant clothingKids & Family1.68×
13Fashion NovaShopping1.66×
14Lace wigBeauty & Wellness1.59×
15Healthy habitsHealth1.58×
16CVS PharmacyShopping1.57×
17Retro styleFashion & Accessoires1.55×
18T.J.MaxxShopping1.53×
19HomeGoodsHome & Garden1.53×
20Old NavyFashion & Accessoires1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Kohl's audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Kohl's audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.20×
IndividualismJOY1.12×
Luxury OrientationPREMIUM1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Kohl's audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.70×
Need for SecurityCONSERVATISM0.71×
Social Media UsageJOY0.80×
0×1.00× baseline2×
Appendix

Explore more audiences

More Shopping 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 Kohl'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/kohls-2468” · Methodology