Number of New Movers Continues to Rise in 2024: Where are Canadians headed?
In February, Cleanlist identified 54,923 new movers in Canada. We saw a modest decrease in new movers (19.6%) from January 2024 to February 2024. Additionally, looking at February 2023 vs. February 2024, we saw a major increase in new movers resulting in a radical 74.1% increase.
Piggybacking off of last month’s metrics being shockingly similar to August of 2023, February 2024’s new mover count was in the same range as May 2023. Is this coincidental? Or is there a trend emerging in new movers?
There could be a myriad of reasons why we have seen an uptick in new movers in 2024 in comparison to 2023. Most notably, financial strain due to ongoing inflation and mortgage renewals likely has some homeowners who bought at the peak of COVID-19 shaking in their boots. With the recent news of the Bank of Canada holding on interest rates, the housing bubble is looking like it may pop anytime now.
Other February 2024 statistics worth mentioning:
- All provinces besides the Yukon saw an increase in new movers from February 2023 to February 2024.
- The provinces that saw the biggest increase in new movers from February 2023 to February 2024 were New Brunswick (132.9%), Newfoundland (139%.3) and Ontario (97.3%).
- Every single province in Canada saw a decrease in new movers from January 2024 to February, most notably Yukon (43.5%), Saskatchewan (42.7%) and Nunuvut and the Northwest Territories (37%).
Why Mover Data Matters
Consumer spending drives sales across many industries and we’ve gathered 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 more 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.
Money spent on home improvements typically includes renovations, furniture and appliances, paint, flooring, window coverings, decorating, alarm and security systems, decks, landscaping, roofing and siding, and HVAC systems.
Money spent on household management decisions is 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, money is spent on neighbourhood integration. New movers tend to change their shopping and entertainment habits while seeking out new stores and services in the neighbourhood for groceries, 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.
