After several months of declining activity, Canada’s pre-mover market found some stability in September.
A total of 57,442 pre-mover households were identified during the month, compared with 57,244 in August — a difference of only 198 households and a 0.3% month-over-month increase.
At the national level, September was essentially flat.
At the provincial level, it was anything but.
Several markets posted meaningful increases while others continued to decline, creating a national total that changed very little despite considerable movement underneath.
The Summer Decline Appears to Have Paused
September marks a change from the pattern seen over the previous few months.
Pre-mover activity reached its 2026 high in May before gradually moving lower through the summer:
- September 2026: 57,442
- August 2026: 57,244
- July 2026: 63,614
- June 2026: 65,859
- May 2026: 74,010
- April 2026: 70,569
- March 2026: 61,450
- February 2026: 45,173
- January 2026: 36,137
September remains approximately 22% below May’s peak, but the month-to-month decline that characterized much of the summer did not continue.
The current market also remains considerably larger than it was at the beginning of the year. September volume was approximately 59% higher than January, when 36,137 pre-mover households were identified.
Looking year over year provides another useful comparison. September 2025 recorded 60,298 households, putting September 2026 approximately 4.7% lower than the same month last year.
Together, these comparisons suggest a market that has moved beyond its spring peak but continues to generate a substantial and relatively stable audience of households preparing to relocate.
One National Total, Very Different Provincial Stories
The four largest provincial markets continued to account for most Canadian pre-mover activity in September:
- Ontario: 28,013 (+0.1% MoM)
- Quebec: 10,687 (+1.1% MoM)
- British Columbia: 7,650 (+12.5% MoM)
- Alberta: 6,166 (-7.9% MoM)
Ontario alone accounted for approximately 49% of Canada’s September pre-mover households. Yet its volume changed by just 40 households from August, making Ontario one of the most stable major markets this month.
Quebec was similarly steady, increasing slightly to 10,687 households.
The more significant change came from British Columbia.
After falling sharply in August, BC rebounded by approximately 13% in September, adding 849 pre-mover households month over month.
Alberta moved in the opposite direction, declining approximately 8% to 6,166 households.
The result is a useful reminder that a nearly unchanged national total does not necessarily mean that activity was unchanged everywhere.
Where Pre-Mover Activity Gained and Where It Slowed
September’s regional differences extended beyond Canada’s largest provinces.
The strongest percentage increases were recorded in:
- Prince Edward Island: +14%
- Nova Scotia: +13%
- British Columbia: +12%
Ontario and Quebec also finished slightly higher than August.
Meanwhile, activity moved lower across much of the Prairies:
- Manitoba: -18%
- Alberta: -8%
- Saskatchewan: -6%
Newfoundland and Labrador and New Brunswick each declined by approximately 5%.
This month’s results therefore tell two stories at once: national stability and regional change.
For organizations running geographically targeted acquisition campaigns, the second story may ultimately be the more useful one.
Why September’s Stability Matters for Marketers
Moving creates a relatively short period when households are reconsidering many of their existing purchasing decisions.
Internet and telecommunications services, insurance, home improvement, financial products, utilities, furniture, appliances, security services, and other household needs can all come into consideration before a relocation is complete.
September added another 57,442 households to that potential audience.
And because these consumers are identified as pre-movers, marketers have an opportunity to reach them while those decisions may still be taking shape rather than waiting until after the move has occurred.
A Canadian consumer database pre-mover mailing list can also allow campaigns to be geographically focused.
That becomes particularly relevant in a month like September, when the national total suggests little change but individual provincial markets tell very different stories.
Bottom Line
September wasn’t a month of dramatic national growth or decline — and that’s precisely what makes the results interesting.
Canada recorded 57,442 pre-mover households, just 0.3% more than August, effectively bringing the summer’s downward trend to a pause.
But beneath that stable national figure, activity shifted considerably.
British Columbia, Nova Scotia, and Prince Edward Island posted double-digit increases, while Alberta, Manitoba, and Saskatchewan declined.
For marketers, the takeaway is not simply that Canada’s pre-mover audience remains above 57,000 households. It’s that where those opportunities are emerging continues to change from month to month.
📊 Leverage Cleanlist’s Pre-Mover Data
Cleanlist’s Pre-Mover dataset identifies households preparing to relocate — often weeks or months before the move occurs. With Cleanlist, you can:
- Target pre-movers by geography and household characteristics
- Reach consumers before competitors saturate the market
- Align messaging with peak decision-making timing
👉 Cleanlist offers self-service opportunity counts to help you size the market. See our consumer data page to explore available segments and activation options.
