Where Should Homeware Retailers Allocate Their 2026 Budget?

Homeware retailers should focus their 2026 budget on targeting homemovers, a motivated audience eager to spend on creating their new homes. Despite economic uncertainties, the property market remains strong, with increased transactions observed in 2025. There are currently around 1.5 million owner-occupied households in the process of moving, representing a lucrative opportunity for retailers as movers typically spend more than non-movers.

Movers tend to make urgent purchases shortly after moving in, with the highest demand for essential items in the first few days and larger purchases following as they settle in. Retailers can capitalise on this trend by aligning their marketing strategies with peak buying times. Business data indicates that homemovers represent a retail opportunity of approximately £1.65 billion, potentially rising to £2.4 billion when including rental moves. Overall, investing in campaigns aimed at this audience can yield significant returns throughout the year.

Our latest article breaks down why homemovers are such a valuable segment and why prioritising them is a smart, proven move for retail brands.