Pre-Moving Targets

Study: Consumers Spend Big Before They Change Residences

By Published on .

Attention furniture, appliance and home-improvement marketers: Think a good time to target the 40 million people who change residences every year is after the moving van pulls up? Think again.

According to a survey of 381 people who moved between June and September 2006 by marketing firm Rapore, it's more lucrative to target "pre-movers" before they leave the home they're in. The survey was conducted for International Direct Response, publisher of the "Official Mover Savings Guide" that is distributed to more than 2 million households each year by Coldwell Banker, Century 21 and ERA 1.

"No one is attacking that pre-mover market," said Doug Guyer, president of IDR, publisher of the guide that offers discounts from retailers including Lowe's and Sherwin-Williams. Of course, with the housing market slowdown, there may be a lot of no-movers, too.

Here are "pre-mover" stats, as complied by Rapore, IDR and Axiom Info Base Data Products:
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Illustrations: Felix Sockwell
BURST OF BUYING
People who are moving spend more money on major purchases during the three months surrounding their move (pre- and post-) than nonmovers will spend in five years.
HOW MANY ARE RELOCATING
Each year 16 million to 17 million households move, representing more than 40 million consumers.
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MAJOR CHUNK OF CHANGE
New movers spend about $100 billion to $110 billion annually, with an average of $9,000 to $10,000 spent in the first six months.
THEY DECIDE BEFORE DEPARTING
Two-thirds of households who are moving formulate the majority of their major-purchase decisions before they move.
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GET 'EM EARLY
Pre-movers are as much as 10 to 20 times more likely to make a purchase if they are approached before their move as opposed to after they have already moved into their new house.
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