As we look ahead to 2026, moving is one of the most reliable purchase triggers in the U.S. economy.
Despite ongoing challenges with housing affordability, people are still on the move. Fueled by career changes, the desire to escape high-cost metro areas, their remote job allowing for flexibility, and generational shifts— younger buyers stepping into the world and retirees downsizing.
Every move sparks a ripple effect across dozens of industries, making movers one of the most concentrated sources of consumer spending you’ll find.
Here’s why it’s time to solidify—or expand—your new mover strategy:
1. A Massive Audience on the Move
35+ million Americans move annually—a consistent and considerable audience for marketers.
These movers are a built-in segment of motivated and ready-to-buy consumers.
They’re actively making decisions about furniture, appliances, home services, and countless other products that fit their new lifestyle- anything to make their new house into a home.
Settling into a new home (and community) triggers a cascade of purchases; they’re setting up utilities and internet, while buying décor, and upgrading systems.
New movers are in a unique window of high intent, and each one is a potential new customer for your brand.
2. High Spending in Their First Year
There’s no question that these movers are spending, statistics show they spend nearly $17,000 on average setting up their new homes and establishing new routines. That’s not pocket change.
New movers bring a surge of high-intent activity that touches every category—furniture, appliances, décor, home services, and even lifestyle upgrades.
I remember shopping for internet and utilities before we moved in, I googled area rugs as we ate pizza on the floor of our new house after a day of cleaning, we were going out to eat or grabbing take out (for every meal) as we hauled boxes to and from, and then purchasing new furniture because the space was so different. Not to mention, when something is buried in boxes, nowhere to be found, you naturally grab a replacement instead of digging it out.
A new mover offers a unique opportunity for your brand, because they’re not passively browsing. They’re making decisions fast and they’re open to new brands that can make the transition easier.
If you can position your business through targeted offers, personalized recommendations, and helpful content—you’re entering the buyer’s journey at its most influential stage.
3. Moment of Openness: A Time to Win Them Over
A move is much more than a change of address; it’s an opportunity to build new habits, routines… and loyalties.
When life resets, buying patterns reset too, and your brands needs to step in and become the new favorite. Consider this:
- 90% of new movers actively seek new products and services during their relocation phase.
- They’re 3× more likely to try a new brand than settled consumers.
- 53% of new homeowners switch or add insurance providers within 6–12 months of moving—showing a clear window for category switches.
This is your moment to shine. Movers are looking for solutions, guidance, and convenience and your brand can show up for them.
Try a warm welcome, some neighborly advice, with a freebie or personalized offer, at the right time. By becoming a trusted neighbor and their new local fave, you’re building a relationship that could last for years.
4. A Strategic Window of Influence
There’s a high-intent marketing window of roughly 2.5 months from pre-move to post-move (about 75 days). This is when decisions happen fast, and every touchpoint you make needs to count.
The smartest approach is with layered campaigns. Start pre-move with helpful resources and planning tools, then pivot to move-in offers like furniture, utilities, and home essentials. Finally, stay visible during the first 90 days post-move, when homeowners are still settling in and making big-ticket purchases.
Every week matters, so timing your outreach can make or break your impact.
5. Direct Mail Still Dominates Engagement
Physical mail still punches above its weight, thanks to crowded email inboxes and the digital fatigue we all feel from constant scrolling. It’s personal, tactile, and attention-grabbing.
In fact, 84% of marketers say direct mail outperforms all other channels in conversion and ROI and 81% of recipients take action after opening direct mail.
This matters even more when it comes to new movers, with their decision-making mindset, looking for the perfect products and services to fit their new life.
A well-timed, well-designed mail piece (delivered to their brand new mailbox) feels relevant and trustworthy. Pair it with digital touchpoints (like a QR code that takes them to a personalized landing page) for a seamless experience.
Direct mail wins attention when attention is scarce.
6. Variety of Personas & Lifecycle Stages
New movers aren’t one-size-fits-all, you have different niches within:
- First-time homeowners
- Job relocators
- Empty-nesters
And they all have completely different needs. A first-time buyer might be focused on furniture, while an empty nester would be investing in downsizing or luxury upgrades. Job relocators often prioritize speed and convenience, seeking services that help them settle quickly.
Segmentation by mover type can help to make your outreach meaningful, improving your engagement and conversion rates. By tailoring your messaging to mover type and lifecycle stage, you can deliver messaging that feels relevant and personal.
7. Strengthens Early Loyalty & Reduces Churn
Your timing and personalization undoubtedly shape a customer’s long-term loyalty, and it’s even more relevant for new movers as they’re living out of boxes and trying to find the quickest way to the supermarket.
Movers are stressed out, making dozens of decisions about brands and services, and those first interactions often define who they stick with. You want your message to get to them first, so you’ll have the best chance of being their local go to.
Build a foundation that they’ll remember, make your brand the one that showed up with a warm hello, a list of your favorite local spots, and a hard-to-refuse personalized offer.
8. Welcome Wagon’s Reach Is Bigger Than Ever
As of July 2025, Welcome Wagon’s packages now reach 300,000 new movers per month—double its previous footprint.
Covering 48 states and over 4,500 local markets, brands can go national or hyper-local with ease.
Whether you’re a startup or an enterprise brand, you can scale with precision and confidence.
Conclusion
By adding new mover marketing to your 2026 plan, you’re investing in:
- Consistent audience flow
- High-intent targeting
- Stronger ROI
- Scalable (but personalized) outreach
- Long-term gains with loyalty that outlasts one-time purchases.
Movers are rebuilding whole routines and making a lot of purchases, which makes them one of the biggest opportunities in marketing.
800-779-3526
hello@welcomewagon.com
For further ideas and marketing solutions for your business, contact Welcome Wagon!
Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting furniture companies with new homeowners through online and offline channels.
