The peak day for retail purchases among homemovers occurs on the first day after their move, analysis from information and marketing services company TwentyCi has found.
This single day accounts for 1.3% of all orders placed by homemovers, and within the initial week following the homemove, 7.7% of orders are made, rising to 23.8% throughout the first month.
The analysis, from TwentyCi’s latest Property & Homemover Report, was based on purchases made in 2024 by tracking homemovers from six months before their move to one year afterwards.
The percentage of orders placed after the move consistently exceeds those placed beforehand, with the middle half of all orders occurring between 8 and 176 days post-move.
The key question is how spending patterns vary depending on the types of products homemovers purchase. To explore this, TwentyCi adapted Maslow’s Hierarchy of Needs into a Homemover Hierarchy of Expenditure. This framework applies Maslow’s idea of prioritising human needs to spending habits, helping identify which purchases are urgent essentials and which can be postponed.
For furniture, in particular beds and sofas, the peak day for orders tends to fall on either the first or second day after getting the keys. The middle 50% of all orders occur between -3 and 190 days, indicating a significant number of non-immediate purchases. This likely includes movers who are upgrading their existing furniture, rather than buying out of immediate necessity.
The soft furnishings peak spend occurs in the second month after moving.
Colin Bradshaw, CEO of TwentyCi, says: “These insights into homemover spending patterns provide a golden opportunity to refine marketing campaign strategies and optimise budgets.
“By aligning promotions and messaging with key purchasing windows, such as focusing on broadband and furniture advertising before and shortly after the move, then transitioning to high-value items and soft furnishings, brands can engage buyers at precisely the right moments.
“Whether a large national retailer or an independent business, understanding these timelines allows for precision in targeting, helping build stronger connections with homemovers and ultimately driving brand loyalty and sales growth in this lucrative market.”
