Financing deals entice shoppers to auto dealerships over Thanksgiving weekend
Nashville, TN — Dataium, the largest aggregator of online automotive shopper behavior, today released its annual Thanksgiving report, that details the online automotive shopping trends for the busiest retail shopping weekend of the year. According to the report, despite the rush of shoppers to retail outlets on Black Friday and Cyber Monday, visitors to auto websites were relatively unchanged from an average weekday in November. In spite of that, lead submissions on Black Friday rose 7%, suggesting that shoppers are more serious than curious, which is indicative of positive sales volumes for December.
Although visitors to Chevrolet dealer websites declined 4% on Black Friday, lead submissions rose 33%. Similarly, domestic auto makers, Chrysler, Jeep, and Dodge, with their 0% financing offers, were also big winners on Black Friday, with lead submissions on their auto dealer websites up over 30% compared to an average Friday. To the contrary, despite similar low financing deals, German luxury auto maker, Audi, experienced an 18% decline in lead submissions.
Overall traffic to auto dealer websites on Cyber Monday was consistent with an average Monday in November. However, many luxury brands saw spikes in both visitors and lead submissions on their dealership websites. Infiniti, in particular, saw a 6% increase in visitors, and double-digit growth in lead submissions. Additionally, Mercedes-Benz, saw an 11% increase in lead submissions, despite a 4% drop in visitors.
“A new car makes a great holiday gift, and the serious shopper could be found at the dealership website on Black Friday.” stated Eric Brown, CEO of Dataium.
To download the report, visit the Dataium Cloud Intelligence® library at www.dataium.com/library.
Dataium provides data and research on auto shopper/buyer behavior nationally, and by specific makes, models, vehicle segments, and markets. Dataium reports and dashboards are available on a subscription basis or may be customized to access real-time updates to measure in-market behavior, sales forecasting, advertising effectiveness, digital marketing performance, and website design proficiency.
About Dataium, LLC
Dataium is the largest aggregator of Internet automotive shopping activity. With its Cloud Intelligence® platform, the company collects, analyzes, and indexes billions of online automotive shopping events from over 20 million active auto shoppers monthly. The company supports cutting-edge data collection and reporting technology; VisiCogn® Knowledge Center, and is also known for its ASI™ index. For more information, visit www.dataium.com, email: [email protected], or call 877-896-DATA (3282).
