Ever wonder why there’s an onslaught of car deals and specials for Memorial Day, Fourth of July, Labor Day, and the December holiday season? That’s because the dealership’s main goal is: to get you in the door. And its best shot at bringing you in for a visit is when you are off work, during a holiday.
“Lots of deals are marketed around holidays. And they can be good deals,” said Levon Sarkissian, Director of Client Services at Roadster.com. “Of course, more often than not, those same deals extend beyond the date of that holiday.” In other words, those great holiday specials are available even after the holiday is over.
In fact, the main factor determining whether or not you’re going to get a good deal—how motivated the dealership is—has nothing to do with a holiday, the time of the month, or the season.
“You simply have no idea which dealer needs to hit a bonus level or not, or if the specific dealership you visit is incentivized to drop the price or not,” said Levon. The holiday car ad sounds exciting, but the real deal happens based on things like lease rates, financing terms, dealership incentives and holdbacks, and mostly the law of supply and demand.
That law of supply and demand means that your desired make and model, and trim or tech package, and color, is less likely to be on the lot—and available at a competitive price—when crowds of people are shopping. “Everyone is running to the buffet at once, so somebody has to get the last piece of roast, which might not be so appetizing,” said Levon. “People rush to the dealership, and then don’t get the car they want.”
Just like holidays, car shopping at the end of the month or year doesn’t ensure that you’ll get the best deal. “What’s certain is that you’ll encounter limited inventory and a high-pressure sales situation,” said Levon. He advised buying when it’s quiet, before or after the holidays are in full swing, or on a Monday.
The Purpose of a Holiday: Relax
No matter when you buy, there’s no way to know if the dealership is about to hit its quota for a bonus package. Besides, the bottom line in the car business is that a great deal can happen any day of the week, any time of the year, and any time you’re ready to buy. The key is the ability to search across an expansive set of dealers for an exact model, and having a deep understanding of the deal-making process—the core capability and expertise at Roadster.com.
“Dealers are trying to sell cars throughout the month. They need to be selling consistently,” said Levon. “That’s why great deals can be had all year long.”
Besides, what are holidays about in the first place? Do you really want to waste a three-day weekend traipsing to different dealerships, haggling over price, and waiting for paperwork at a dealership? Or should you be enjoying the time and much-needed rest with your family—while Roadster.com is doing the hard work of finding the exact model you want, saving you money on the deal, and delivering the car to your house.