The dark days of November were boosted by a 46% spike in web visitors thanks to the Black Friday sales push, according to carwow.
The online marketplace said that the rise it experienced over the previous Friday’s results were coupled to a 9% uplift in enquiries from prospective car buyers.
As affordable car brand Dacia chose to close the doors of its recently opened store at the Westfield Shopping Centre, London, in a protest against the commercially-driven annual event carwow said that its work with dealers to maximise the opportunity had resulted in almost 72,000 views from would-be car buyers in just six days.
Karen Hilton, head of sales operations for carwow, says: “The industry as a whole is in a mini slump compared to this time last year. So Black Friday and Cyber Monday arrived at precisely the right time.
“Those partner brands and dealerships who worked with us have helped to jump start car sales ahead of December, and unfortunately, those who didn’t have taken a hit before a traditionally quieter month.
“It’s safe to say that this year’s activity has firmly established Black Friday and Cyber Monday in calendars across the industry and proven that by providing the right offers via the channels customers use to shop, there is a real opportunity to increase sales in a typically quiet Q4.”
Of the brands that had Black Friday offers, Jaguar topped the league table, with a 47% increase in customer enquiries – the brand’s second biggest ever week on carwow.
Land Rover also benefitted from embracing the opportunity, receiving a 43% uplift in enquiries.
Some brands didn’t quite hit the mark with their Black Friday offerings on carwow, however. Peugeot enquires dropped 7%, Fiat 3% and Citroen 19%.
Brands who neglected to embrace the winter shopping highlight took an even larger hit, according to carwow. Mazda, (-9 per cent), Mitsubishi (-7 per cent), Skoda (-6 per cent) and Nissan (-4 per cent) all saw enquiries falter on the platform.