Each month, Cleanlist tracks Canadian households that have recently moved. Movers represent a high-intent audience actively spending on home-related goods and services — making this group especially valuable for marketers focused on immediate conversion.
📊 December 2025 Snapshot
In December 2025, Cleanlist identified 50,632 mover households across Canada.
That figure is:
- Flat month-over-month (November 2025: 50,631)
- ▼ ~40% year-over-year compared to December 2024 (83,709)
The stability from November to December reflects a typical year-end floor — moving activity doesn’t collapse in December, but it also doesn’t rebound meaningfully until spring.
Provincial Highlights
Moving activity remained concentrated in Canada’s largest provinces:
- Ontario: 23,136
- Quebec: 8,549
- British Columbia: 6,690
- Alberta: 6,655
Together, these provinces accounted for the majority of all mover activity, reinforcing where national campaigns continue to deliver the greatest reach.
Several smaller provinces also showed steady, if modest, year-end volumes — a sign that moves tied to employment, family changes, and housing availability continue regardless of season.
Why This Matters for Marketers
Unlike pre-movers, movers don’t disappear in December.
Households that relocate late in the year still face immediate needs:
- Furniture and appliances
- Utilities, insurance, and financial services
- Local services and subscriptions
- Home improvement and maintenance
However, the sharp year-over-year decline highlights a broader reality: Canada’s housing market remains constrained, and overall move volumes are well below last year’s levels.
That makes precision — not volume — the winning strategy.
The Cleanlist Takeaway
December confirms what we’ve seen all year: fewer moves, but no loss of intent among those who do move.
Brands that stay active with mover targeting through the winter benefit from:
- Less competition
- Lower clutter
- Higher relevance at the moment of need
As activity builds toward spring, disciplined mover strategies will outperform broad, untargeted campaigns — especially in a slower housing environment.
📊 Leverage Cleanlist’s New Mover Data
Cleanlist’s New Mover dataset is Canada’s most comprehensive, continuously updated source of verified move activity. With Cleanlist, you can:
- Target movers by geography, household profile, or exact move date
Time outreach to match critical phases of the move lifecycle
Improve campaign accuracy, performance, and ROI with high-quality, AI-ready data
📩 Want mover data for your area?
Cleanlist offers free self-service counts to help you size the opportunity. See our consumer data page for more information and links.
