Drag Queen Research - Geographic Insights

Goals

To determine any 'hot-spots" in the US which have more drag-related purchases, primarily wigs, than others.

Early Findings

There are not any pre-compiled details surrounding the market size of the drag community, nor are the publicly available market details on wig sales segmented by either geography or specific to drag-wig sales, therefore several insights are provided below which help to illuminate overall geographical popularity in the United States.

Twelve years after the premiere of Ru Paul's Drag Race, a television show co-created by drag queen extraordinaire RuPaul Charles, a lucrative spin-off industry has exploded.
  • Events like DragCon (which in 2017, "generated $9 million in merchandise sales on top of the $40 entry fee paid by more than 40,000 people") are being replicated across the country and abroad.
  • Attendance statistics from the 2017 DragCon show that "60% of those who attended were women and half were straight."
  • In 2019, the touring show, RuPaul's Drag Race Werq the World, visited more than 50 U.S. cities. States visited on this tour included Missouri, Oklahoma, New Mexico, Colorado, Arizona, California, Washington, Tennessee, Pennsylvania, Georgia, North Carolina, Massachusetts, Michigan, New York, Ohio, Kentucky, Florida, and Louisiana. This suggests that acceptance of the drag community exists across the country.
  • According to the Matador Network, some of the country's most popular Drag events are in California, Alaska, Nevada, Colorado, Arizona, Illinois, Hawaii, Florida, and Texas. This could mean that there would be an uptick in drag-related sales in these areas, though it is unlikely to indicate so as there are drag events all across the country.
Ultimately, there are no indicators, either direct or indirect, which point to any geographic priority in the US for drag-related purchases.

Proposed next steps:

You need to be the project owner to select a next step.
As the data related to the original ask is unavailable, it is suggested that a pivot in the research be made. It is suggested that a comparison of the market in 2015 versus the market now be completed to assess any valuable insights.
Alternatively, research on an entirely different topic can be initiated.