Christmas move-in rush drives short-term rental spikes
Christmas move-in rush drives short-term rental spikes, while year-on-year affordability remains largely unchanged
- Year-on-year trends remain relatively stable, with most regions showing small changes in rent levels and required salaries.
- Short-term rental volatility is now the dominant driver of affordability shifts, with North East, Wales, South West, Yorkshire & Humberside, and parts of the Midlands experiencing month-on-month rent spikes.
- Regions such as London, Scotland, Northern Ireland, and the East of England show steady annual trends and far less short-term volatility.
- The UK market is showing signs of becoming increasingly polarised: while national averages paint a picture of stability, localised rental fluctuations are creating short-term pressures across multiple regions.
This monthly report provides a comprehensive analysis of the current private rented sector in the UK by examining the average final agreed rental prices alongside the typical average annual salary required by referencing agencies to affordably rent across various regions. By exploring these key indicators, we aim to shed light on the affordability and accessibility of private rented housing relative to income levels, offering valuable insights for especially for those navigating the dynamic landscape of the UK’s housing market.
November 2025:
| Location | Average rental price | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,053 | £31,590 |
| Northern Ireland | £924 | £27,720 |
| Wales | £1,182 | £35,460 |
| East Midlands | £1,104 | £33,120 |
| East of England | £1,367 | £41,010 |
| London (inner and outer London) | £2,208 | £66,240 |
| North East | £1,273 | £38,190 |
| North West | £1,176 | £35,280 |
| South East | £1,606 | £48,180 |
| South West | £1,578 | £47,340 |
| West Midlands | £1,167 | £35,010 |
| Yorkshire and Humberside | £1,176 | £35,280 |
November 2024:
| Location | Average rental price 2024 | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,035 | £31,050 |
| Northern Ireland | £914 | £27,420 |
| Wales | £1,238 | £37,140 |
| East Midlands | £1,128 | £33,840 |
| East of England | £1,346 | £40,380 |
| London (inner and outer London) | £2,233 | £66,990 |
| North East | £1,307 | £39,210 |
| North West | £1,174 | £35,220 |
| South East | £1,622 | £48,660 |
| South West | £1,573 | £47,190 |
| West Midlands | £1,130 | £33,900 |
| Yorkshire and Humberside | £1,154 | £34,620 |
Change seen in the average salary required year-on-year:
Average monthly rental price month-on-month comparison (October 2025 compared to November 2025):
| Location | Average monthly rental price – October 2025 | Average monthly rental price – November 2025 | Percentage change (difference from Oct to Nov) |
| Scotland | £1,054 | £1,053 | –0.1% |
| Northern Ireland | £918 | £924 | +0.7% |
| Wales | £1,025 | £1,182 | +15.3% |
| East Midlands | £1,046 | £1,104 | +5.5% |
| East of England | £1,338 | £1,367 | +2.2% |
| London (inner and outer London) | £2,243 | £2,208 | –1.6% |
| North East | £911 | £1,273 | +39.7% |
| North West | £1,095 | £1,176 | +7.4% |
| South East | £1,489 | £1,606 | +7.9% |
| South West | £1,314 | £1,578 | +20.1% |
| West Midlands | £1,051 | £1,167 | +11.0% |
| Yorkshire and Humberside | £995 | £1,176 | +18.2% |
Megan Eighteen, President of ARLA Propertymark (Association of Residential Letting Agents), comments:
“Seasonal pressures are clearly influencing the market as we move into the pre-Christmas period, with many tenants aiming to secure a home before the end of the year. This surge in demand is amplifying short-term rent increases in several regions, even though the underlying year-on-year trends remain relatively steady.
“What we’re seeing is not a fundamental shift in affordability, but a seasonal squeeze layered on top of an already tight rental landscape. Unless more homes become available to rent, rent levels will continue to place a significant strain on households looking to move at peak times of the year.”
You May Also Enjoy
Why capital is staying in London despite a cooling housing market
The hidden risk of overvaluing your home when moving in today’s market
Rightmove launches next phase of AI-powered property search
Should you break things off with your mortgage lender this Valentine’s Day?
UK Finance Mortgage arrears and possessions Q4 2025
