Each month, Cleanlist analyzes Canadian households that have signaled intent to move in the near future. These pre-movers represent one of the most valuable early-stage opportunities for marketers — consumers who are actively planning major life changes and upcoming purchases.
📊 December 2025 Snapshot
In December 2025, Cleanlist identified 29,380 pre-mover households across Canada.
That represents:
- ▼ 25% decline month-over-month (vs. November 2025: 39,253)
- One of the lowest monthly volumes of the year
This pullback is entirely seasonal and consistent with historical patterns. December is when planning activity pauses as Canadians shift focus to holidays, family, and year-end commitments.
🔍Provincial Highlights
Despite the overall slowdown, pre-mover activity remained concentrated in Canada’s largest provinces:
- Ontario: 15,261
- Quebec: 4,730
- British Columbia: 3,761
- Alberta: 3,311
Together, these four provinces accounted for over 90% of all identified pre-movers, reinforcing where national and regional marketers should focus early-year efforts.
Why This Matters for Marketers
A December dip does not signal reduced demand — it signals deferred decision-making.
Historically:
- Planning resumes quickly in January
- Volumes accelerate sharply through Q1
- Pre-movers identified early in the year convert into active movers in spring and summer
For marketers, this makes December a strategic reset month:
- Refresh creative and offers
- Align internal teams
- Lock in early-year campaign plans
- Secure access to fresh pre-mover audiences before competitors ramp up
The Cleanlist Takeaway
December is quiet — by design.
The smart move isn’t to over-interpret the slowdown, but to prepare for what comes next. Early Q1 is when pre-mover identification turns into a competitive advantage, allowing brands to engage households before purchase decisions are finalized.
If you want to reach Canadian consumers while they’re still planning — not after they’ve already moved — pre-mover targeting remains one of the most powerful timing strategies available.
📊 Leverage Cleanlist’s Pre-Mover Data
Cleanlist’s Pre-Mover dataset identifies households preparing to relocate — often weeks or months before they move. With Cleanlist, you can:
- Target pre-movers by geography, household characteristics, or listing status
- Reach them before competitors do
- Align your offers with key decision-making moments in the move journey
👉 Cleanlist offers free self-service counts to help you size the opportunity. See our consumer data page for more information and links.
