Playground →
Kohl's top 10 sits at the intersection of two distinct audience neighborhoods: craft-and-gift retail on one side, and baseball media on the other — a pairing that has no obvious thematic logic but is clearly visible in the similarity scores.
The shape is two-peak. The craft cluster anchors the first peak: Hobbies, Gifts & Crafts leads the entire top 10 at 0.90, followed by Jo-Ann Fabric and Craft Stores at 0.86 and Hallmark Cards at 0.84 — three Hobbies Gifts and Crafts subcategory entries in the top eight. The second peak is baseball and sports media: MLB Trade Rumors at 0.86 and MLB Pipeline at 0.83 sit comfortably inside the top 10, with sports journalist Ken Rosenthal at 0.84 bridging the two. Between the peaks, Red Robin Gourmet Burgers (0.90, QSR), Dick's Sporting Goods (0.88, Sporting Goods and Outdoor Gear), Bath & Body Works (0.85, Beauty and Cosmetics), and Hair Salons & Barber Shops (0.83) fill out a broad everyday-errand profile. Notably, no other Department Store appears in the top 10 — Kohl's nearest audiences are shaped by adjacent retail categories and sports content consumption, not by its own kind.
The two-peak structure suggests an audience that combines a craft-and-gifting orientation with active baseball fandom — two distinct behavioral clusters that happen to converge on the same shopper.
