The UK’s housing market is increasingly being powered by older, wealthier households, creating significant opportunities for the furniture and interiors sector, analysis by TwentyCi has shown.
Overall residential property exchanges increased by 15.7% YoY, but home-movers aged 66 and over fuelled the strongest growth, with exchanges among this age group rising 40.6% compared with Q2 2025, while those aged 46-65 grew by 14.6% and now account for 40.3% of all property exchanges.
The findings are part of TwentyCi’s latest Property & Homemover Report, which compared Q2 2026 data with Q2 2025.
"Older homeowners are typically more equity-rich, less constrained by mortgage affordability and are often moving as part of retirement or downsizing plans," says TwentyCi. "These moves frequently trigger investment in new furniture, storage solutions, bedroom furniture, dining collections and products designed to suit changing lifestyles.
"The data suggests that today’s most active home-movers are increasingly those with both the financial means and motivation to furnish and redecorate their living spaces.
"By contrast, younger buyers continue to face significant affordability challenges."
Property exchanges among 18-25-year-olds fell 58.4% YoY, while the 26-35 age group recorded a 32.2% decline. Even the traditionally active 36-45 demographic saw exchanges fall 15.3%.
"The trend reflects ongoing pressures from higher mortgage rates, the cost of living crisis and weaker employment prospects for younger households," explains TwentyCi. "With fewer first-time buyers entering the market, furniture businesses increasingly need to focus their marketing and product development towards older homeowners rather than relying on younger consumers to drive growth.
"The financial profile of home-movers reveals similar findings. Property exchanges declined across every household income band below £70,000, with the sharpest fall (9.5%) recorded among households earning £20,000-£30,000. In contrast, exchange activity increased among higher earners, with homeowners earning more than £150,000 recording the strongest growth at 31.3% YoY.
Colin Bradshaw, CEO of TwentyCi, comments: “The latest property exchange data points reveals the customers currently driving housing market activity, and the associated spending on home interiors, are older, wealthier and financially resilient.
“For the retail industry, this suggests that premium and mid-to-upper market products are likely to benefit most from current housing activity. Downsizers often seek quality over quantity, investing in fewer but better homewares that complement smaller, more efficient homes.
“At the same time, many homeowners in the 46-65 age bracket are moving to larger homes, renovating, or creating flexible living spaces, all of which typically generate significant furniture spend.”
There are also early signs that affordability pressures could begin to ease, adds TwentyCi. Several major lenders, including Nationwide, Barclays, Accord and TSB, have started reducing mortgage rates, which may encourage more middle-income households to return to the market later this year.
Colin adds: “Should transaction volumes broaden across younger age groups, furniture retailers could see demand strengthen across a wider range of product categories.”
Download the Property & Homemover report for free here.
