Playground →
Deseret Industries' top 10 nearest neighbors split into two distinct audience neighborhoods: one anchored by everyday retail and food brands, the other by sports media and athletes — with no fellow thrift store appearing anywhere in the set.
The retail-food cluster leads the list. Wings Etc. posts the highest similarity at 0.78, followed closely by Weis Pharmacy at 0.76 and Weis Markets at 0.75 — a QSR and a paired pharmacy-grocery duo that together form the strongest pull in the top 10. Turkey Hill (0.71) extends this cluster toward convenience retail. These are all subcategory-distinct from Deseret Industries' own Thrift Stores classification, meaning the audience overlap is structural, not categorical.
The second peak is built around sports and sports-adjacent media. Randall Cobb (0.72) and Pat McAfee (0.71) — both Athletes — sit just below the retail cluster, with FOX Sports Midwest (0.70) as the lone TV Channel in the top 10. The BOB & TOM Show (0.73), a Podcasts and Radio entry, occupies the space between the two peaks, sharing audience shape with both clusters. Hy-Vee (0.71) and Umpqua Bank (0.70) round out the set, adding a grocery superstore and a regional bank to the mix.
The two-peak shape suggests D.I.'s audience is drawn from a population that also gravitates toward Midwestern everyday commerce and sports-media consumption — two distinct behavioral neighborhoods that happen to converge on the same thrift store audience.
