Dealerweb charted a 23% sales spike on Black Friday as dealers used the day to convert existing sales and create new business.
Examining data from volume and premium brand dealers across the UK, the DMS provider found that the number of vehicle sales completed on November 25th – ‘Black Friday’ – was 23% higher than the previous Friday and 17% higher than November 11th.
Vehicle enquiries were also up on the day, with dealers seeing 5% more enquiries on Black Friday than on 18 November and 15% more than 11 November.
By contrast, enquiries and sales fell by 13% and 17%, respectively, a week later, on December 2nd.
Dealerweb said that the single-day spike in sales demonstrated that the increasingly popular pre-Christmas sales phenomenon is being embraced by dealers.
James Hill, sales operations director at Dealerweb, said: “These results suggest many dealers carried out extremely effective marketing campaigns.
“Given the greater increase in sales than enquiries, existing sales opportunities were maximised, with Black Friday offers really paying dividends.
“Black Friday is a unique one-day sales opportunity, but sales teams must be able to effectively and efficiently manage every lead, year-round.”