The ����Ӱ�� Hustle Economy

• Almost half (49%) of aspiring buyers are tackling affordability challenges by  ‘home hustling their way to ownership’ - finding new and innovative ways to save for a deposit.
• The next generation of buyers would consider home hustles ranging from gardening (20%) and selling personalised items (19%) through to pedalling used socks or becoming a ‘social media witch’.
• Santander supports first-time buyers with My First Mortgage, offering up to 98% LTV with a minimum £10,000 deposit, alongside an exclusive first-time buyer savings product offering 4% in interest, making it easier than ever to hustle closer to home ownership.  

London, UK – Aspiring homeowners are turning to novel ways of saving for a deposit – with candle making, furniture flipping, and used sock selling among the bizarre side hustles being considered by would-be buyers determined to get their foot on the housing ladder.  

According to new research from ����Ӱ��, prospective first-time buyers are getting bolder in combatting affordability struggles, with almost half (49%) turning to unusual sources of secondary income to boost their savings and “home hustle” their way to ownership.

The data shows that while traditional side hustles such as dog walking (17%) and responding to surveys (39%) remain popular, many Brits would consider more unconventional income streams, such as candle making (14%) and becoming a ‘social media witch’ (12%).  

The average side hustler earns £442.62 per month and works an estimated seven additional hours per week.  One in ten (11%) report earning more than £1,000 a month. Nearly two-thirds (64%) save most or all of their home hustle income towards building a house deposit.

Popular side hustles helping future buyers save for a home:

• Gardening, 20%

• Creating and selling personalised items (e.g. wrapping paper, cards, clothes, bags), 19%

• Selling baked goods, 18%

• Leaflet distribution, 18%

• Candle making, 14%

• Selling feet pictures, 14%

• Furniture flipping (i.e. buying, painting and reselling furniture), 14%

• Childcare services/behavioural advice, 13%

• Social media witch (i.e. someone who sells spells, potions, tarot readings, etc. on social media), 12%

• Selling used socks, 11%

Anya Jones, side hustler and homeowner shares: “For people my age, the idea of buying a home through a nine-to-five alone feels out of reach and talk of £50,000 deposits instantly makes me switch off. But there are more options on the market now for people like me, with lower deposits, and my side hustle gives me a boost towards getting there – enabling me to live and save at the same time. Even if it’s unconventional, it’s helping me move closer to a homeownership dream that once felt impossible.”

Over half (53%) of respondents say they would be willing to do whatever it takes to get on to the housing ladder – rising to 59% of those in the North West and 63% of Londoners.

����Ӱ�� hustles aren’t the only tool the next generation of buyers are using to get onto the property ladder.  

Around a quarter report that they would be willing to save the entirety of any bonus or pay rise (24%), take up savings challenges such as the penny a day or ‘the envelope challenge’ (23%), while one in ten would consider skill swapping with friends, for example, doing DIY in return for seamstress work. Meanwhile, almost a quarter (23%) have sold childhood collectables, including Beanie Babies or Pokémon cards, to boost their deposit savings.  

David Morris, Director of Mortgages at ����Ӱ�� says: “It’s tough out there for today’s first-time buyers, but they’re not giving up. In fact, the ambition to own a home remains as strong as ever with buyer optimism boosted by recent affordability changes and new, higher LTV products – such as Santander’s My First Mortgage, which provides mortgages at 98% LTV.

“����Ӱ�� hustling is just one-way would-be buyers are boosting their income streams, expediting the time it takes to save for a deposit, stamp duty and legal costs, as they take back control of their homeownership journey. We’d encourage anyone who wants to buy a property to speak to a mortgage professional to understand their options –they may be closer to owning a home than they think!”  

While almost one in five buyers still mistakenly believe you need a minimum of £50,000 as a deposit on a first home, Santander’s My First Mortgage offers up to 98% LTV with a £10,000 deposit.  Additionally, the lender has recently launched an exclusive first-time buyer limited access savings accounts, paying 4% interest when a customer makes two or less withdrawals every month. Data from the lender found that the average aspiring buyer today has around £9,000 in their savings account, highlighting just how achievable a deposit could be with a little extra push.

To find out more about how Santander can support first-time buyers, head to: First Time Buyer Mortgages | Buy Your New ����Ӱ�� | ����Ӱ��

Ends

The information contained in our press releases is intended solely for journalists and should not be used by consumers to make financial decisions.

Notes to Editors:

Methodology: This online survey of 1000 UK adults aspiring to buy a home in the next 5 years was commissioned by Taylor Herring on behalf of Santander and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 27/03/2026 and 07/04/2026. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.

����Ӱ�� is a financial services provider in the UK that offers a wide range of personal and commercial financial products and services. The bank serves its customers via a nationwide branch network, telephone, mobile and online banking. ����Ӱ�� is subject to the full supervision of the FCA and the PRA in the UK. ����Ӱ�� plc customers’ eligible deposits are protected by the FSCS in the UK.  

Banco Santander (SAN SM) is a leading commercial bank, founded in 1857 and headquartered in Spain and one of the largest banks in the world by market capitalization. The group’s activities are consolidated into five global businesses: Retail & Commercial Banking, Digital Consumer Bank, Corporate & Investment Banking (CIB), Wealth Management & Insurance and Payments (PagoNxt and Cards). This operating model allows the bank to better leverage its unique combination of global scale and local leadership. Santander aims to be the best open financial services platform providing services to individuals, SMEs, corporates, financial institutions and governments. The bank’s purpose is to help people and businesses prosper in a simple, personal and fair way. At the end of 2025, Banco Santander had €1.4 trillion in total funds, 180 million customers, 7,100 branches and 198,000 employees.