Maximizing Black Friday traffic can put dealers in the green

Many dealerships are offering exceptional deals during November, affording themselves even more of an opportunity to make sales to bargain-minded consumers.
Many dealerships are offering exceptional deals during November, affording themselves even more of an opportunity to make sales to bargain-minded consumers. | File photo

Janet Mann knows success when she sees it.

“We will be having Black Friday sales again this year,” Mann, the marketing department account executive at All-American Chevrolet in Utah, told Mega Dealer News. “That’s all I know for sure - that and these kinds of specials have done well for us before based on the number of people you see coming in.”

According to a recent press release from Edmund's, that’s a trend that's spreading among dealerships across the country, with reported car sales during November representing an average of 17 percent of all sales over two of the last three years.

Besides just being a busy time for consumers, those in the market for new wheels are able to take advantage of year-end sales necessitated by the arrivals of new, start-of-the-year inventory. With that, many dealerships offer exceptional deals in November, affording themselves even more of an opportunity to make sales to bargain-minded consumers.

Mann said she doesn’t directly work with sales staff on a routine basis, but she adds the enthusiasm around the dealership is detectable.

“You can just tell it’s a busy time and people are coming in looking to make the best deals they can for themselves,” she said.

According to Cars.com, Black Friday weekend has become so competitive that some offer the same special promotions and giveaways for consumers that have made the season what it’s known for among big-store merchants.

“You might even find a dealer throwing in a free TV, or free maintenance, or extended warranty, or some other Black Friday sweetener to move the cars,” reads one recent article that predicts 2018 will end as a banner year for dealerships.

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