Moving house is considered one of life’s most stressful events – as is having a baby – but new research commissioned by Emma’s Diary reveals that rather than waiting until baby arrives to start their new property search, almost four in 10 (39%) pregnant women and new families in the UK move whilst pregnant or trying for a baby.

Understandably, outgrowing an existing property because the family size increases is a major factor in wanting to move to a bigger home, with 38% citing this as their main motivator to re-locate. Furthermore, the desire for a home in a family-friendly area far outweighs other considerations such as parking, having a large garden, or the room to extend over time.

Pregnancy can be a great motivator to move into a bigger, more spacious home and of the 4,269 parents and mums-to-be surveyed across the UK, over half (55%) were pregnant and 50% of those were, at the time, in their third trimester. 40% already had three children.

Location location location

Proximity to a high performing school catchment area is usually a top priority for families looking for a new home. However, we are not living during ‘normal’ times and the research shows that the most important factor for a family home now is being in a safe area and close to family and friends, with six out of 10 respondents agreeing that this is essential.

Faye Mingo, Chief Marketing Officer of Emma’s Diary commented:

“If the COVID-19 pandemic has taught us anything over the past year, it’s the value of spending time with extended family and friends, perhaps an activity previously taken for granted. Social restrictions have meant that children have been unable to visit grandparents; parents have been working from home as offices are shut, and leisure facilities are closed. The rise in at-home offices can be linked to a reduced desire for good commuter routes, so quite possibly what is deemed important now, is perhaps different to pre-pandemic times.”

The full survey is available to download here.

About Emma’s Diary

UK pregnancy brand, Emma’s Diary has been supporting pregnant women and new parents for the past 30-years. Renowned for its in-depth knowledge and data of parents across the UK, it is a valuable resource for brands looking to penetrate this significant market. It spans digital, social, data channels and sampling and provides advice, reassurance, comfort, up-to-date knowledge, information and advice throughout pregnancy, birth and through the first 24 months of parenthood.

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