When it comes to car sales, Black Friday and the holiday season present huge opportunities. A study by Cars.com revealed that 83% of their shoppers planned to purchase a vehicle within six months, with 35% aiming to buy between Black Friday and Cyber Monday.
Shoppers are actively searching for deals, and with $9.8 billion in Black Friday sales reported in 2023—a 7.45% increase over the previous year—there’s no doubt customers are ready to spend. But with competition fierce, it’s not enough to offer discounts. You need a strategy to attract and convert buyers.
Here’s how you can drive more car sales during the holidays and finish the year strong.
Hurry! Limited time offer!
Create Urgency with Lmited-Time Offers
Black Friday is all about limited-time opportunities. Shoppers know these deals won’t last, and that sense of urgency drives action. Make your offers clear and time-sensitive:
• “This Black Friday deal ends Monday at midnight!”
• “Only 3 cars left in stock!”
These messages work because they tap into the scarcity mindset that’s so powerful during the holidays. FOMO is your friend, so use it liberally. With Black Friday retail sales growing double digits YOY, it’s clear that urgency can be a huge motivator. Promote your offers consistently across your website, social media, and showroom to make sure customers know exactly what they stand to lose by waiting.
Build Trust with Video Testimonials
Trust is crucial in the car-buying process. Incorporating video testimonials can increase conversion rates by up to 80%. Shoppers making big-ticket purchases like cars often rely on trust to guide their decisions, with 64% of consumers saying they’re more likely to buy after watching a video testimonial about a product or service.
If your dealership isn’t using video testimonials, you’re missing a huge opportunity. Tools like the Sensei Says Testimonial App make it easy to capture short, authentic videos from satisfied customers before they leave your lot. Share these on your website, social media, and email campaigns. Not only do they build credibility, but they can also drive referrals, which are especially valuable during the holiday season.
Make your online shopping experience convenient
Make Online Shopping Convenient
While car buyers may complete their purchases in person, many start their search online. Make it easy for them to engage with your dealership digitally:
• Respond quickly to inquiries.
• Offer virtual appointments or financing pre-approvals.
• Share personalized video walkarounds of vehicles.
According to a 2023 report by Capital One, holiday shoppers increasingly expect convenience when researching big-ticket purchases online. Meeting customers where they are can help you capture leads before they visit your competitors.
Build Relationships, Not Just Sales
Shoppers might visit your dealership for Black Friday deals, but how you treat them determines whether they come back. Building trust and transparency is crucial—not just for closing sales now but for earning repeat business and referrals later.
A handwritten holiday card can go a long way in building rapport with past clients or promising leads. Mention specific cars or deals tailored to their interests:
It can be as simple as “Hi [Name], I know you loved the [Car Model] when you visited last time. Our Black Friday deal could make it the perfect gift!”
Small actions can make a big difference. For example, take the time to listen to their needs, be upfront about pricing, and send a quick thank-you email or text after they visit. Happy customers are more likely to recommend you to friends and family, helping you grow your business long after the holidays.
Follow Up to Close the Deal
Holiday shoppers are juggling multiple offers, so a strong follow-up strategy is key to standing out. After a visit or qualified inquiry, send a personalized message that reinforces the benefits of your offer. For example:
• “I know you liked the hybrid model—just a reminder that our Black Friday deal ends soon!”
• “Our financing special makes this the perfect time to buy!”
Use your CRM to track leads and prioritize follow-ups. With a significant majority of consumers researching online before visiting a store, a well-timed email or text can remind them why your dealership is the best choice.
By applying these strategies, you can increase car sales during Black Friday and the holiday season, positioning you and your dealership for long-term success.
Check out Sensei Academy and see how better training leads to better results. Great customer experiences start here.
