In recent years, coastal living has seen renewed interest, especially following the enforced isolation during the pandemic. City dwellers, particularly families, became more aware of the limitations of urban living, while flexible work options widened the possibilities for different lifestyles.
A RISING TIDE
According to Savills’ Prime Regional Index, coastal property values rose by 25% from early 2020 to their peak in late 2022. However, by Q3 2022, economic pressures—including the effects of the Truss mini-budget, rising inflation, and interest rate hikes—resulted in a housing market downturn, leading to an 11% drop from Q3 2022 to Q3 2024. Even so, coastal property values remain 11% above pre-pandemic averages (Q3 2017–2019), slightly exceeding the 10% increase seen across other UK prime regions. Coastal buyers and sellers in England and Wales will also need to consider the new Stamp Duty Land Tax surcharge for second homes announced in the Autumn Budget when setting prices and submitting offers.
SHIFTING SANDS
The motivations for moving to the coast and the profiles of typical waterfront buyers are as varied as Britain’s coastline, from the cliffs of Dover to the sandy beaches of the Western Isles.
Data from Savills shows that among those purchasing homes within 1km of a waterfront location since 2023, the top motivations are upgrading (32%), often involving upsizing, or buying a second home (23%). Investors represent 11% of coastal buyers, with 8% downsizing, showing that while the retirement and buy-to-let markets are present, the majority are seeking to improve their main residence or add a second home.
The buyer base is largely domestic, with 90% being UK nationals and a significant number are cash buyers (57%), indicating financial stability. The largest age group of waterfront buyers are in their 50s (29%), followed by those in their 40s (26%), which are common ages for those with young or established families who may be drawn to the coastal lifestyle. Most buyers are conventionally employed (60%), while smaller proportions are self-employed (14%) or retired (18%).
PIER PRESSURE
While our data shows increased interest among younger buyers raising families, the coast remains a popular choice for older buyers seeking a new chapter with a view of the sea. Data from Experian reveals that among the districts with the highest proportion of movers over 60, the top 8 are coastal areas.
The top 3 destinations for older buyers were in Wales, specifically Cardiff, Ceredigion and the Isle of Anglesey, while the majority of the top 15 were located in the South East.
Nick Maud, Director Residential Research

Portree, Isle of Skye, Scotland
TRADE WINDS
Coastal properties have outperformed the general UK housing market, and regional data from the Land Registry since early 2023 shows similar trends. Most regions show a price premium for properties within 100 metres of the coast compared to properties 100 metres (m) to 1 kilometre (km) away. However, in the East Midlands, the average waterfront price was -9% and in the East of England, it was -7%. Only one East Midlands waterfront district met the analysis criteria (East Lindsey), with the region overall showing the lowest waterfront sales price of £185,997. In the East of England, Colchester and East Suffolk had the highest waterfront premiums (27%). However, there are wide differences in average prices between the second home hotspots such as Burnham Market (£402,093) & Aldborough (£361,499) and seaside towns such as Great Yarmouth (£214,121) with high levels of social deprivation.
At the high end, the South West had the highest average coastal price of £408,992, with a 6% premium compared to inland properties, driven by popular towns such as Canford Cliffs, Sandbanks, and parts of the Devon and Cornwall coasts. As with the East of England, there is some variation in average prices between certain sought-after inland locations, such as Bath (£575,977) and more commercial coastal towns, such as Portsmouth (£251,942).
Yorkshire and the Humber had the largest overall waterfront premium (43%), thanks to the scenic towns of Staithes and Whitby, while lower-priced inland areas include Grimsby and Cleethorpes. The North East follows with a 32% premium, with Seahouses and Craster showing the highest values. Coastal properties in Wales (13%) and Scotland (7%) also carried premiums, with northern Anglesey and southern Gower in Wales, and St Andrews and North Berwick in Scotland, as popular coastal locations. In Scotland, high-value properties also appeared along Ardmucknish Bay and Loch Creran, north of Oban.
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