2026 is shaping up to be a pivotal year for engaging new movers.
The behaviors, expectations, and spending habits of today’s new movers have evolved—but they’re still a goldmine for brands that know how to meet them where they are, with the right message.
In this article, we’ll examine the latest new mover trends to help you build strong marketing strategies that engage this high-intent audience in 2026.
5 New Mover Trends for National Brands to Watch in 2026
1. Who is Moving and Where To? 2026 American Moving Statistics
According to Realtor.com and Harvard’s Joint Center for Housing Studies, only 8.3% of American households moved in 2024 – this is the lowest rate since the 1970s.
Relocating is more expensive, thanks to rising home prices, insurance costs, and interest rates. But that doesn’t mean people aren’t moving—it means they’re simply moving differently.
Remote work, retirement, economic factors, and lifestyle shifts continue to drive migration to smaller metros and rural areas. States like Idaho and Nevada saw upticks in domestic migration, while traditional hotspots like Florida and Texas saw a decline due to affordability pressures.
2. What’s on the Shopping List? Top Items New Movers Are Purchasing
Moving isn’t just a change of address—it’s a shift from familiar to new and comes with a cascade of purchases.
The best thing about this audience is that they’re in-market, ready to spend, and actively researching.
PGM Solution’s New Mover Trends Report shows that millennial movers (who now make up a large share of the market) plan to spend significantly in their first year:
- 47% plan to buy Furniture & Home Décor, spending an average of $1,946.
- 46% plan to buy appliances, averaging $1,149.
- 39% plan to buy home improvement supplies, spending an average of $1,177.
- Other notable purchases include flooring, landscaping, windows, and solar panels.
I moved with my family in May. As soon as we made an offer, I was on the hunt for a living room sectional. In fact, it was one of the first purchases we made for our new home!
The message is clear: Successful brands get in front of new movers early and make it easy for them to find what they need.
3. Celebrating New Movers’ Micro-Moments or “Minorstones”
WGSN’s Future Consumer 2026 report highlights a shift in how people view life milestones. Instead of solely focusing on big moments like marriage or homeownership, consumers—especially younger generations—are celebrating “minorstones.”
These small moments are a big opportunity to recognize small, personal wins. New movers have a lot of micro-moments to celebrate, like decorating their living room, adding new plants to the garden, repainting the master bedroom, and the list goes on. Be top-of-mind to help them celebrate the little things!
4. Flexible Payments, Fast Decisions: The Rise of Buy Now, Pay Later
Let’s face it – moving is expensive no matter what the state of the economy is. But, you can help new movers ease the financial burden by offering flexible payment options like BNPL.
According to Capital One’s report, 91.5 million Americans used BNPL in 2025, up 5.78% from 2024. Additionally, BNPL results in an 85% higher average order value compared to other payment methods.
BNPL allows new movers to split payments into manageable installments, often interest-free so they can furnish their homes, stock their pantries, and sign up for services without draining their accounts.
5. Direct Mail Continues to be a Leading Channel for ROI
Direct mail continues to be a valuable channel, especially when paired with digital campaigns. In fact, 2025 research found that an astounding 91% of promotional mail is read or opened.
And these direct mail pieces are not just sitting on the counter, they’re delivering real results, with 84% of marketers reporting that direct mail delivers the best ROI of any channel. When paired with digital channels, direct mail becomes an even more powerful channel to help you reach new movers in 2026.
New Mover Marketing Solutions for National Brands
While Americans are not moving at the same rate as previous years, the value of the new mover audience remains high. Brands that understand how to reach new movers will be in the best position to capture their attention and earn their loyalty.
Ready to reach the new movers of 2026? Welcome Wagon connects you with one million new movers across channels every month. Contact us to get started!
For more information and ideas to help you fuel your new mover marketing strategy, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting with new homeowners through their mailboxes and online.
