Playground →
Eight of Hobby Lobby's ten nearest neighbors are musicians and bands — and the two exceptions are Smith & Wesson Inc. (0.88) and GLOCK Inc. (0.88), both classified as B2B brands. Not one other Home brand appears in the top 10.
The shape is flat: scores run from 0.88 to 0.91 with no single dominant neighbor pulling away from the pack. MercyMe sits at the top (0.91), followed closely by Casting Crowns (0.89), TobyMac (0.89), and Third Day (0.89) — all Christian contemporary acts. The remaining musicians in the top 10 shift toward country: Blake Shelton (0.88), Matthew West (0.88), Carrie Underwood (0.88), and Jeremy Camp (0.88). The two genre streams — Christian contemporary and country — sit at nearly identical similarity levels, suggesting the audience composition that drives both clusters is largely the same. The firearms brands slot in at the same tier, pointing to a shared audience profile that cuts across music fandom and outdoor/sporting goods interest alike.
Hobby Lobby's audience shape is defined almost entirely by musicians and bands, with no structural pull toward other retail or home-goods brands in the top 10.
