Almost 1.5 million households in the owner occupied sector are currently in the process of moving, according to new findings from TwentyCi – around 100,000 more than at the same point last year.
The data forms part of the company’s latest Property & Homemover Report, and points to a housing market that remains active YoY.
"Despite a deceleration toward the end of Q4, mainly driven by the Budget, overall activity has remained resilient," says TwentyCi. "This indicates strong underlying demand and sets an encouraging tone for home-moving volumes in the year ahead, building on what has been a robust performance throughout 2025."
TwentyCi’s analysis shows that: more than 1.7 million homes were brought to market during 2025, representing the highest annual total of the past decade and a 2.1% rise on 2024; sales agreed surpassed 1.25 million, up 2.3% YoY; and completed transactions finished 10.1% above 2024 levels and were 2.9% higher than pre-pandemic activity in 2019.
"Heading into 2026, these conditions present a significant opportunity for homeware and lifestyle retailers," says TwentyCi, which lent its expertise to a feature exploring the relationship between property transactions and furniture purchases in January's Furniture News. "People who move home are among the most purchase-ready consumers, typically investing in furniture, white goods and household essentials shortly after relocating. Many also carry out improvement works and reassess contracts across utilities, broadband, insurance and other services."
Colin Bradshaw, CEO of TwentyCi, comments: “The 2025 property market weathered everything that was thrown at it. A series of Government policy decisions left little incentive for the nation to move, from the end of stamp duty relief to higher council tax on second homes and, more recently, confirmation of the hotly rumoured mansion tax.
“Yet transactions were still up on the prior year. We’re entering 2026 following a further base rate cut by the Bank of England in December and robust sales agreed volumes, which point to steady transaction growth flowing well into the new year. Despite a market exposed to several potential risks, we maintain steady confidence in the market’s resilience. If 2025 has taught us anything, it’s that people will continue to move, come what may.
"Home movers are particularly valuable to retailers, as their average spending significantly outstrips that of non-movers. Making sense of the so-called Homemover Wave, the predictable phases consumers pass through before, during and after a move is therefore critical.
"Spending begins almost immediately – 7.7% of all mover purchases take place in the first week alone, with nearly one-quarter (23.8%) of total expenditure occurring within the first month. However, demand does not drop away quickly. The central 50% of mover purchases are spread across a longer window, from day eight through to around six months after moving.
"This pattern reflects real-world buying behaviour across categories: internet services are often set up ahead of moving day; big-ticket items like beds and sofas are prioritised within the first 48 hours; flooring follows once measurements are taken; and kitchens, bathrooms and soft furnishings are upgraded as households settle in. Even vehicle purchases show a clear uplift roughly one month after a move.
"Together, these behaviours underline the long-lasting economic contribution of homemovers, whose purchasing power continues well beyond the initial move-in phase.
“With around 100,000 more households on the move than this time last year, the market is clearly carrying forward momentum. Retailers that understand the Homemover Wave, and know exactly when customers are most likely to buy certain products, can time their engagement far more effectively. Early on, move-in bundles make sense within the first 30 days. In months two and three, attention should turn to room upgrades, lighting and outdoor living.
“Homemovers shouldn’t be treated like typical customers. Their purchasing behaviour is distinct, fast-evolving and deserves a dedicated CRM journey built around how they actually shop.”
Download the report here.
