AM Online

Dealers urged to take advantage of a ‘Boxing Day Bounce’ in online activity

While December is the quietest month for used car sales, data from the Manheim-owned Motors website suggests the dip in online visits only lasts from 23rd to 25th, before bouncing back strongly on Boxing Day.

Last year, visits to the site increased by 61% on Boxing Day compared to Christmas Day. This year, searches will be boosted by millions of people unwrapping shiny new iPad mini, Google Nexus and Kindle Fire devices.

Dermot Kelleher, head of research and marketing, said: “Traditionally, dealers have seen the period between Christmas and New Year as dead time.

“However, the rules of retail have been turned upside down, with buyers increasingly using mobile and tablet devices to research potential cars.

“This data should be a massive wake up call to any dealer that has not got a digital marketing plan in place for the festive period.

“Considering the predictions for growth in the use of tablets, the days around Boxing Day have suddenly become a potential retail goldmine for ‘switched on’ dealers.”

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