Each month, Cleanlist analyzes Canadian households that have signaled intent to move in the near future. These pre-movers represent one of the earliest — and most valuable — opportunities for marketers to engage consumers before major purchase decisions are made.
After the expected holiday slowdown in December, January shows a clear return to planning activity.
📊 January 2026 Snapshot
In January 2026, Cleanlist identified 36,137 pre-mover households across Canada.
That represents:
- ▲ 23% increase month-over-month (vs. December 2025: 29,380)
- A clear post-holiday rebound in early-stage move planning
- The first step in what is typically a strong Q1 acceleration pattern
This uptick is fully consistent with historical trends. January marks the point when Canadians shift from holiday mode back into planning mode — particularly around housing, employment changes, and major life transitions.
🔍 Provincial Highlights
Pre-mover activity in January remained highly concentrated in Canada’s largest provinces:
- Ontario: 17,767
- Quebec: 6,528
- British Columbia: 5,726
- Alberta: 4,121
Together, these four provinces accounted for over 95% of all identified pre-movers nationwide, reinforcing where national and regional marketers should focus early-year acquisition efforts.
What Changed from December?
- Deferred decision-making during the holidays now restarting
- Renewed job, housing, and lifestyle planning
- Early preparation for spring and summer moves
Why This Matters for Marketers
January is not just a recovery month — it’s a positioning window.
Historically:
- Pre-mover volumes continue rising through Q1
- Many January pre-movers convert into active movers by late spring
- Brands that engage early influence vendor shortlists, not just final purchases
For marketers, January is when advantage is created:
- Campaigns launched now reach households still evaluating options
- Offers feel helpful, not reactive
- Timing aligns with budgeting and decision cycles
Waiting until movers are visible often means competing late — and at higher cost.
The Cleanlist Takeaway
January confirms what December hinted at: demand didn’t disappear — it paused.
Pre-mover identification is already rebounding, and the households surfacing now will shape the 2026 moving season. Brands that activate early gain more than reach — they gain relevance at the moment planning begins.
If your goal is to influence purchase decisions before they’re finalized, January is when that work starts.
📊 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 ramp up
- Align messaging with early decision-making moments
👉 Cleanlist offers self-service opportunity counts to help you size the market. See our consumer data page to explore available segments and activation options.
