Movers’ Showdown: December 2022 vs. December 2023
In December, Cleanlist identified 46,549 movers in Canada. We noticed a tiny—less than 1%—decrease in movers from November 2023 to December 2023. Although the decrease in movers from November 2023 to December 2023 was minimal, there was a large increase from December 2022 to December 2023.
Cleanlist reports a significant 43% increase in new movers from December 2022 to December 2023.
The trend in new movers throughout 2023 falls in line with the peaks and valleys of interest rates from the end of 2022 to the end of 2023.
The spike in new movers in December 2023 compared to December 2022 might be attributed to homeowners’ apprehension about rising interest rates and their likelihood of being able to afford their homes when their mortgage is up for renewal in the upcoming months.
From Peaks to Plateaus: Provincial Changes in December 2023
- In Ontario, there was a notable 80% increase in movers from December 2022 to December 2023.
- Newfoundland led the provinces in decreased movers by an impactful 17% from November 2023 to December 2023.
- The change in the number of movers in all provinces was fairly insignificant ranging from a decrease of 0.38% to an increase of 17% from November 2023 to December 2023.
- On average, ¾ of provinces saw a more than 10% increase in movers from December 2022 to December 2023.
Why Mover Data Matters
Consumer spending drives sales across many industries, and we know that spending accelerates significantly for consumers on the move. Some studies report that new movers increase their spending by as much as 10x during the move cycle which lasts between two and six months. Savvy marketers understand this behaviour and put their marketing dollars to work to win the business.
In addition to the obvious packing and moving costs, new movers spend money in three main areas: home improvement, household management, and neighbourhood integration.
Home improvements include renovations, furniture and appliances, paint, flooring, window coverings and decorating, alarm and security systems, decks, landscaping, roofing and siding, and HVAC systems.
Household management decisions are less obvious, but also important to new movers. They tend to review and reconsider their spending on things like insurance, financial planning and investments, internet and communication services, energy consumption, and even new vehicles.
And finally, there is neighbourhood integration. New movers need to change their shopping and entertainment habits and seek out new stores and services in the neighbourhood for grocery shopping, household supplies, landscaping and snow removal, child care, restaurants and entertainment venues.
Knowing who these new movers are gives marketers a huge competitive advantage by being the first to offer welcome deals, trials, information and other promotions. As we all know, the first to establish a relationship is often the winner of a long-term and profitable customer.
How to Get Started
Cleanlist compiles and organizes mover data daily for every province in Canada. Our team can tell you who the new movers are in any given geographic area (even small areas, i.e. within a driving radius of a store location) and set you up with a data subscription to receive a new mover list every month. Cleanlist can also connect you with a reputable marketing agency and mail house to help you develop your mail and get it delivered. The entire process can be automated and repeats itself with a very predictable and profitable outcome.
About the Data
The data presented in this report was summarized by Cleanlist from ResponseCanada™ Consumer, Canada’s largest and most up-to-date privacy-friendly consumer database. To learn more about the database or for licensing information, contact sales@cleanlist.ca.
Cleanlist is Canada’s largest customer data company. We clean, enrich, and validate business and consumer data. We’re also experts in data-driven document composition and Canada’s largest data provider for digital and offline marketing. To learn more, visit us at Cleanlist.ca.
