Is your direct marketing list ready to leverage the surge of consumers on the move? Let’s understand why new movers may have suddenly increased at the end of last year and how your business can capitalize on that data.
A Turning Point for Canada’s New Movers
Cleanlist identified 83,796 new movers in Canada in December 2024. This resulted in a significant 61.8% increase in new movers from November 2024 to December 2024 and an even greater 80% increase year-over-year. Considering the new mover decline leading up to December 2024, this sharp increase in new movers may come as a shock to Canadians.
What caused the sudden dramatic increase in Consumers on the Move in December 2024?
The dramatic increase in new movers can be attributed to several factors. To begin, December often coincides with the conclusion of leases, holiday relocations, or preparations for new opportunities in January. This, coupled with the current economic and housing climate—lower prices or favourable mortgage conditions—may have further encouraged movement. The surge may also reflect a correction after a prior decline in movers earlier in 2024, driven by pent-up demand or improved economic stability.
December 2024 Data Highlights:
- Each province saw an increase in new movers from December 2023 to December 2024.
- The provinces that saw the biggest increase in new movers from December 2023 to December 2024 were Newfoundland (547.6%), New Brunswick (491.3%) and Quebec (100.1%).
- Only one area saw a decrease in new movers from November 2024 to December 2024: Northwest Territories and Nunavut (-12.1%).
- The provinces that saw the biggest increase in new movers from November 2024 to December 2024 were Newfoundland (535.5%), New Brunswick (454.6%) and P.E.I. (85.2%).
What’s happening in Atlantic Canada?
According to many news outlets, Atlantic Canada is currently grappling with a significant housing crisis that is affecting the affordability, availability, and accessibility of homes across the region. Post-pandemic, many Canadians were drawn to the Atlantic provinces because of their lower house prices and more relaxed lifestyles. The current crisis seems to be fueled by population growth as the demand for housing has outpaced the supply, driving prices and straining the existing housing stock.
Why Mover Activity Data Matters
Consumer spending drives sales across many industries and data sources gathered that spending accelerates significantly for consumers on the move. Some studies report that new movers increase their spending on a product or service by as much as 10x during the move cycle which lasts between two and six months. Savvy marketers and sales teams understand this behaviour and put their marketing dollars to work to reach new movers and 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.
Build Lead Lists Of New Movers For Competitive Advantage
If the buyer persona of consumers moving to a new home or office sounds like your ideal customer profile, Cleanlist’s New Mover Data can provide high-quality leads based on a list of new movers. This list of ideal prospects with unique pain points for sales reps to address can give marketing teams a competitive advantage.
