Blinds, Shutters and Homemovers: A Window of Opportunity

When it comes to home furnishings, few categories show a clearer, more timely purchasing pattern than blinds and shutters. For retailers, the message is simple: the movers' market isn’t just valuable, it’s vital.

Homemovers: Big Spenders, Bigger Opportunity

Homemovers account for £29 billion in annual retail spend, and they’re three times more likely to make major purchases than non-movers.[1] Window treatments are high on the list. The UK market for blinds and shutters hit £168 million in 2024, with volumes surpassing 26 million units, and it's on track to reach £268 million by 2035, growing at 4.3% CAGR[2].

For brands targeting this group through our data, the results speak volumes: clients are seeing double-digit returns on their marketing spend.

Timing is Everything

The bulk of homemover spending happens fast. Movers splash out £13,000 in the first six months after a move, more than they’ll spend in the next six years combined. For blinds and shutters, the sweet spot is even tighter: months 1 and 2 post-move see the biggest outlay, with households typically spending around £800 on window dressings.

That’s because 85% of movers start considering their options within weeks of getting the keys. And with the average blinds project taking 4 to 6 weeks[3] from the first quote to fitting, getting in early is essential.

Who’s Buying and How They Shop

The homemover audience is getting older. The average homemover is now 40, with the 25 to 44 brackets making up 62% of the market[4].

• Movers aged 35 to 44 spend the most, around £750 per blinds project[5]
• 70% of this group is open to switching brands, indicating a substantial opportunity for new customer acquisition

This is a primed, purchase-ready audience, and we find direct mail combined with other channels as the most effective way to reach them.

Seasonal Trends: Summer is Shutter Season

Window dressing sales surge in summer, when natural light and home improvement fever peak. Summer carries a market volume index of 140, with average spend climbing to £520 per order[6]. Spring follows close behind. Winter, by contrast, dips to an index of 85, but still offers strategic potential: nearly one in five consumers plan décor upgrades in the colder months[7].

Product Preferences: Premium Pays Off

Movers aren’t just buying more, they’re buying better. While roller blinds (25%) and verticals (20%) still lead the market, plantation shutters, with just a 10% share, have the highest preference index (160) among movers[8]. That’s a strong sign of appetite for premium design and quality. Average transaction values hover at £800, and smart or motorised options are gaining ground, especially among younger buyers[9][10][11].

Where to Target: Regional Hotspots

The combination of our extensive residential market data coverage with strong market growth creates unique opportunities for window treatment retailers.

• East Midlands and the East of England are leading in exchanges, up 30.6% and 28% respectively since May last year
• North West saw 11.4% year-on-year growth in new agreed sales, followed by Wales (10.0%)
• Spending tracks with property values, from £525K average exchange price in Outer London to £473K in South East, giving retailers a perspective on regional targeting.

Strategic Implications: Act Early, Target Smart

With over 1.3 million households currently in the homemover funnel, 395,000 sale transactions to date (30% more than last year) and the number of houses listed for sale highest in the last seven years, the market is active and expanding. With a total addressable market of £694 million for window treatments and a data platform covering 99.6% of UK moves, TwentyCi offers retailers unbeatable visibility and precision. That’s how we deliver superior marketing results, and why the UK’s most switched-on retailers are already in on the action.

In Summary

The data is clear. Homemovers are high-value, brand-switching, premium-buying customers, and they’re ready to spend fast. Window treatment retailers who engage early, personalise regionally, and lean into direct marketing have everything to gain.

With TwentyCi, you’re not just reaching movers, you’re reaching the right ones, at the right time, with the right offer.

Want to see the opportunity for yourself? BuyerAlerts, our free-to-try marketing platform, gives you direct access to real-time homemover data. Test it, target real prospects, and see how your business performs when every message lands at exactly the right moment.

[1] https://www.twentyci.co.uk/property-homemover-report/    

[2] https://www.indexbox.io/blog/plastic-shutters-and-blinds-united-kingdom-market-overview-2024/ 

[4] https://www.introducertoday.co.uk/breaking-news/2024/07/revealed-uks-favoured-house-types-moving-patterns-demographics/

[5] https://www.doubleglazingblogger.com/2023/12/tapping-into-trends/

[6] https://www.furniturestop.co.uk/blogs/inspired-blog/the-ebb-and-flow-of-furniture-purchases-a-closer-look-at-british-buying-patterns       

[7] https://www.insightdiy.co.uk/news/home-improvement--furniture-industry-to-see-seasonal-boost/14372.htm 

[8] https://onceconnected.co.uk/insights-window-blinds-and-curtains-sector/

[9] https://www.6wresearch.com/industry-report/united-kingdom-uk-window-shutters-market-2020-2026

[10] https://www.hillarys.co.uk/shutters-range/

[11] https://www.a1blinds.co.uk/blog/post/the-most-stylish-window-blinds-for-the-new-year