More homeowners are choosing to improve rather than move, according to new research.
A growing number of people are putting down roots and investing in upgrades to their current properties due to financial pressures, with one in five homeowners saying they would like to move house but cannot afford to—up from 13 per cent two years ago.
Instead, more than half of those surveyed plan to carry out home improvements over the next 12 months.
Claire Gamble, managing director of Unhooked Communications, said: "With the cost-of-living crisis, high interest rates and a slower property market, many homeowners feel trapped.
"They’re unable to move but are keen to make their current homes work better for them. This presents a big opportunity for businesses offering solutions that help people improve and future-proof their living spaces."
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The study, part of the Homes Unhooked 2025-2026 report by Unhooked Communications, found that 54 per cent of people intend to make improvements to their homes in the coming year.
The most popular plans include decorating (31 per cent), garden landscaping (21 per cent), new flooring (12 per cent), bathrooms (11 per cent), outdoor dining areas (11 per cent), windows or doors (11 per cent) and kitchens (11 per cent).
The research also highlights a shift in motivations.
While practical concerns—such as making better use of existing space—rose slightly to 23 per cent from 22 per cent last year, comfort and wellbeing dropped significantly as a priority, falling from 35 per cent to 23 per cent.
There has also been a noticeable rise in people improving their homes for social reasons, with those saying they want to impress or inspire others doubling from seven per cent in 2023 to 14 per cent.
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Claire said: "Our research shows there’s been a shift over the last couple of years in how people think about their homes and how they spend on them. From garden landscaping to structural renovations, consumers are focusing on long-term value and versatility.
"For brands in the home, garden and construction space, this means adapting their messaging to speak to a more considered and cost-conscious audience; one that still has aspirations for their home, but is more focused on durability, practicality and enhancing quality of life.
"Brands that can show they understand homeowners’ current pressures, and offer solutions that balance aspiration with affordability, will be the ones that thrive."
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