C13: Village Retirement

Retirees enjoying pleasant village locations with amenities to service their social and practical needs

Who We Are

  • Aged 66+
  • Household income £30k-£39,999
  • No children
  • Owned detached house
  • Very low level of household technology

Key Features

  • Retired singles and couples
  • No children
  • Pre-war generation
  • Large, detached houses
  • No outstanding mortgage
  • Have wills


Village Retirement are elderly people who live in comfortable homes situated within small communities. They enjoy a peaceful environment where neighbours know and look out for each other. Some of these residents are married and others live alone. They may have originally moved to these villages in anticipation of retirement but have now been settled there for many years.

Their homes are usually modest-sized detached properties with manageable gardens. Many were built in the latter half of the twentieth century. These pleasant dwellings in attractive settings have an above-average value and are owned outright.

Householders have comfortable retirement incomes that are boosted by personal pensions as well as savings. Many own Premium Bonds, ISAs or shares and most have made wills. They shop at local independent stores such as butchers and bakeries as well as at nearby supermarkets and like to buy free-range produce and healthy options. Larger villages have stores, doctors and dentists but residents in smaller villages may need to drive to the nearest providers.

These elders tend to be less confident online, and internet use is generally low. They are more likely to notice advertisements in newspapers and magazines, and many buy a paper every day. They also prefer paper bills and statements.