The End of Traditional Seasonality in the Moving Industry?

For decades, the moving industry operated under one unquestionable rule: summer was peak season. Families scheduled relocations around the school calendar, corporations planned assignments in June, July, and August, and moving companies prepared months in advance for the annual summer boom.

Today, that model is losing relevance. The boundaries between “peak” and “off-season” are blurring. Instead of one predictable high season, we are witnessing several demand peaks spread across the year.

What the Data Shows

• Supermove highlights that, alongside the classic summer rush, new “mini peaks” are emerging in March–April and again at year-end. The winners are companies that can react quickly, remain ready year-round, and leverage data-driven processes.

• Vizion points out that in global shipping, traditional peak seasons have nearly disappeared. Volumes are more stable overall, but highly dependent on unpredictable events: COVID-19, trade wars, port congestion. This has a direct impact on international relocations.

• Maersk identifies at least five global peak periods each year, including Chinese New Year, which significantly affects logistics and container availability.

• The Business Research Company forecasts that the international moving market will grow from USD 13.7 billion in 2024 to USD 18.6 billion in 2029, driven primarily by remote work and the digital nomad lifestyle.

• Relocate Magazine observes the rising importance of flexible housing options such as extended stay and serviced apartments — further reinforcing the need for year-round readiness.

Why Seasonality Is Changing

Several forces are reshaping the industry:

• Remote work and digital mobility – people can relocate at any time of the year, no longer bound by office schedules.

• Global disruptions – transport crises, inflation, and geopolitical shifts can change demand patterns overnight.

• Changing demographics – younger generations and digital nomads move more frequently and outside the traditional “family summer window.”

• Corporate mobility strategies – employers are distributing relocations more evenly across the year to control costs and secure housing. They are no longer focused exclusively on the summer season.

Implications for Moving Companies

This new “stretched seasonality” creates both challenges and opportunities.

Operations & Finance

Planning solely for summer is no longer enough. Companies need year-round operational readiness, scalable resources, and partnerships that work beyond the so-called peak season.

Financial models must also adapt:

• In the traditional model, the largest cash inflow arrived in summer, companies used the surplus to cover the winter “gap.”

• In the new model, revenue comes in several smaller waves, while costs must be distributed more evenly.

• This requires continuous cashflow management, not just seasonal budgeting.

Workforce & Talent

Seasonal contracts may no longer suffice. Companies must invest in training and retaining staff capable of handling multiple busy periods throughout the year.

Employer branding is critical. With labor shortages in the industry, offering stable year-round employment can be a powerful attraction.

Traditionally, companies hired temporary workers and rented extra trucks only for summer. Now, with multiple mini peaks, a larger permanent base of resources is needed (e.g., keeping part of the fleet and crew employed full-time).
This shifts the cost structure from variable to fixed costs, demanding new financial strategies (greater reserves, more stable financing).

Marketing & Sales

Off-season does not mean low demand. For instance, in winter fewer companies operate, but customers tend to be highly motivated. This creates opportunities for profitable projects.

Marketing campaigns should be distributed across the year, rather than concentrated solely in May–August.

Technology & Sustainability

• AI-powered route planning, dynamic pricing (similar to airlines), and self-service platforms for customers can provide a competitive edge in uncertain conditions.

• Sustainability is becoming a decision-making factor. More clients ask about the carbon footprint of their move and expect eco-conscious solutions.

Looking Ahead

The moving industry is at a turning point. While the clear summer peak still exists, it is increasingly replaced by smaller but more frequent demand waves. This shift requires companies to move from seasonal readiness to continuous flexibility.

The businesses best positioned to succeed will be those that:

• Invest in data-driven planning

• Maintain a flexible and skilled workforce

• Leverage technology for efficiency

• Run year-round marketing strategies

• Take sustainability seriously

A Question for the Industry

How is your organization adapting to this new “stretched seasonality”? Are you still planning mainly around the summer peak — or already building year-round operational readiness?