Online searches for used cars are expected to see a traditional bounce in the days following Christmas, according to Motors.
Research by Motors shows traffic easing off from the end of November to December 25, but then activity can immediately bounce back with average Boxing Day searches increasing by 38% higher than on Christmas Day and up 20% on Christmas Eve.
However, the data reveals 27 December as the key date in the seasonal calendar with used car searches leaping 67% ahead of Christmas Day and 46% up on Christmas Eve.
Searches then typically build daily before dipping on New Year’s Eve and then growing steadily through January.
Lucy Tugby, Motors marketing director, said: “Our data reveals just how quickly consumers take a break from their seasonal celebrations to research their next used car purchase.
“December is a challenging month for used car sales. However, search traffic is still relatively high during the first two weeks before easing and then bouncing back strongly from Boxing Day and growing daily thereafter. We don’t expect this festive break to be any different.”
Tugby said those dealers that are tempted to hold off from advertising new stock until after the holiday period may miss out on sales opportunities.
She added: “Instead, it’s vital they spend the run-up to Christmas ensuring vehicles are prepared for sale and all online listings are up to date to maximise on rising search activity and get 2024 off to a positive start.”
Freelance writer for AM, Tom Seymour has been a specialist B2B journalist covering the automotive sector for over 14 years. He started his freelance career in 2015 and currently writes for a variety of automotive, business and technology publications.
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