Dealers can expect a spike in website traffic, social media activity and volumes of enquiries for new and used cars over the festive season and into the New Year.
Marketing Delivery evaluated consumer activity on the websites of motor retailers across the UK at the end of 2022 and identified a 26.7% increase in traffic, month-on-month, during the final week of December 2022.
It found this momentum continued into the New Year, with a further 23.1% jump in traffic on car retailers’ sites during the first week of January compared to the previous week.
The digital marketing firm also identified that enquiries for new and used cars increased sharply – on average by 60.4% – during the first week of January 2023 compared to the final week of December 2022.
This, it said, suggests many of the website visits at the end of the year are translating into tangible enquiries just days later.
It cited BT and Sky figures showing an increase in broadband traffic of 17.5% and 18% respectively on Boxing Day compared to preceding days.
“This spike in traffic is an indicator of increases in activity on social media platforms, not just visits to websites,” said Charlotte Murray, commercial director at Marketing Delivery.
“We always see improvements in the performance of the social media ads that we place on behalf of retailer clients over the festive season and into the New Year.