In January and February, B&Q commissioned research suggesting more people than ever before intend to stay put in their “forever homes”, which is now available in their latest The Way We Live Now: 2025 report. It’s an interesting snapshot, and we’re always glad to see more insight into how people live and renovate. However, our comprehensive data presents a broader perspective - one that emphasises that while those living longer in their properties are keen to redecorate, the real and essential opportunity for any retailer of kitchens, bathrooms, and other home essentials lies in a different market segment: the homemovers.
From our experience analysing actual customer behaviour in the wider market, around 25% of all kitchen and bathroom purchases come from people who have moved within the last 12 months. That figure jumps to 50% when you look at buyers who have moved within the last five years. These findings suggest that a sizable proportion of people still move and then quickly invest in upgrading their new homes, particularly rooms such as kitchens and bathrooms.
So, while the notion of a forever home is certainly appealing, it doesn’t capture the entire market reality. For a retailer like B&Q, focusing on these active movers can generate considerable returns. In short, homeowners who relocate are prime candidates for significant upgrades - and they’re ready to spend.
By blending an appreciation for the “forever home” mindset with the proven purchasing power of recent movers, B&Q could reach a broader audience and ensure no customer segment is overlooked. It’s about having the complete picture to serve everyone -whether they’re staying put or getting ready to unpack that first moving box.
Contact us to learn more about how we unlock significant revenue opportunities for furniture retailers by analysing the homemover market.