Posted by Liana Harrow
1 Comments
Dealerships that wait until December to start holiday promotions are already behind. By November 3rd, smart dealers are already running campaigns that pull in customers who are planning ahead-those who know Christmas gifts aren’t just for kids, and a new car is often the biggest present under the tree.
Customers aren’t waiting for Black Friday to start shopping for cars. In 2024, 38% of car buyers in the UK began their research before October, according to Autocar’s annual buyer survey. That means if your dealership’s holiday ads only show up after Thanksgiving, you’re missing the early birds-the ones who compare prices, check inventory, and lock in deals weeks before the rush.
Don’t just slap a ‘Holiday Sale!’ sticker on your website. Build momentum. Launch your campaign in mid-October with a teaser: ‘Your Christmas Gift Is Waiting. See What’s Inside.’ Then, roll out weekly drops: one week for trade-in bonuses, the next for zero-percent financing, then a weekend event with free winter tire installation. Each piece builds trust and keeps your name top-of-mind.
People don’t buy cars for specs. They buy them for peace of mind, convenience, and value. The best holiday promotions bundle services that solve real problems.
Take this real example from a Bristol dealership: ‘Winter Ready Package’ included a free set of Michelin winter tires, a full service check, 12 months of roadside assistance, and a £250 fuel card. Sold 47 units in three weeks. Why? Because it wasn’t just a discount-it was a solution to the fear of icy roads, high repair bills, and last-minute stress.
Don’t just discount the price. Add value that feels personal. Offer free car washes for the next year. Include a complimentary oil change every 6 months. Throw in a gift card to a local coffee shop for test drive customers. These small touches turn buyers into loyal customers-and they’re cheaper than slashing prices.
Online ads get clicks. Local events get trust.
Host a ‘Holiday Car Giveaway’ at your dealership parking lot. Not a raffle. A real, live event. Invite families. Serve hot cocoa. Let kids decorate a car with stickers. Let parents sit inside the models they’re considering. Record short videos of real customers saying, ‘I didn’t think I’d buy a car this year-until I came here.’
Post those clips on Instagram and Facebook. Tag local schools, community centres, and parenting groups. People don’t trust big brands. They trust neighbours. When your dealership becomes part of the local holiday story, you stop being a seller and start being a helper.
Not everyone is looking for a new car in December. But some groups are.
Use Facebook and Google Ads to slice your audience by life stage, not just location. A 35-year-old mum in Bath isn’t the same customer as a 62-year-old retiree in Bristol-even if they both live in the same county.
The sale isn’t the end. It’s the beginning of your reputation.
Send a handwritten thank-you note within 48 hours of delivery. Include a small gift-a branded mug, a winter windshield scraper, or a voucher for a local bakery. Call them 30 days later. Ask how the car is driving in the rain. Ask if they need help with the parking sensors.
These aren’t gimmicks. They’re signals that say: ‘We see you as more than a transaction.’ Customers who feel seen are 7 times more likely to refer a friend, according to a 2024 JD Power study on dealership loyalty.
Don’t guess. Measure.
Set up simple tracking for every campaign:
At the end of December, look at the numbers. Which campaign brought in the most profitable sales? Which one had the highest customer satisfaction? Double down on that next year. Kill the ones that didn’t move the needle.
Holiday promotions aren’t just for Christmas. Spring brings Easter and tax refunds. Summer brings family vacations. Autumn brings back-to-school and year-end budget resets.
Plan your year like a calendar, not a checklist. October: holiday prep. March: ‘Spring Refresh’ with free detailing. July: ‘Summer Road Trip Ready’ with roof racks and trailer hitches included. November: ‘Year-End Clearance’ with bonus incentives.
Customers don’t care about your calendar. They care about when they can save. Be there when they’re ready.
The real test isn’t how many cars you sell in December. It’s how many come back in January.
Send a ‘New Year, New Ride’ email to everyone who bought in December. Offer a free 5-point safety check. Invite them to a private preview of next year’s models. Ask for a review. Thank them again.
Turn one-time buyers into repeat customers. That’s how you build a dealership that doesn’t just survive the holidays-it thrives all year.
Start in mid-October. That’s when serious buyers begin researching gifts and big purchases. Waiting until December means you’re competing with every other dealer at the peak of the rush-and you’ll be fighting for attention in a crowded market.
The most effective promotions bundle value, not just discounts. For example: free winter tires + 12 months of roadside assistance + a fuel card. These solve real problems customers worry about, making the deal feel smarter than just a lower price.
It depends on your customer. Cash rebates work well for buyers with good credit who want to pay upfront. Low-interest financing appeals to those who want to stretch payments. Offer both, but highlight the one that fits your top-selling models. In 2024, 62% of UK buyers chose financing over cash rebates when the rate was under 3%.
Be local. Be personal. Big chains offer price. You offer care. Host community events, send handwritten notes, call customers after delivery. People choose dealerships they feel connected to-not the ones with the biggest billboards.
Follow up with every holiday buyer. Send a thank-you note, offer a free safety check, invite them to a preview of next year’s models. Turn one-time buyers into loyal customers. The real profit isn’t in December-it’s in January when they come back for service or refer a friend.
Comments
Sally McElroy
Let’s be real-marketing isn’t about tricking people into buying cars. It’s about recognizing that people are trying to survive the modern world, and a vehicle isn’t a luxury, it’s a necessity wrapped in emotional weight. You don’t sell a car; you sell safety for their kids, dignity for their aging parents, freedom from public transit hell. If your campaign doesn’t reflect that, you’re just shouting into a void.
And no, putting ‘Holiday Sale!’ on a banner doesn’t cut it. That’s not marketing. That’s desperation with a logo.
November 4, 2025 at 09:29