The holiday season is approaching fast, and with only two months to go, dealerships across North America are gearing up for one of the busiest and most competitive sales periods of the year. From end-of-year clearance events to festive digital campaigns, the next few weeks will define how strong your 2025 closes.
But standing out during the holidays takes more than just slashing prices. It’s about connecting with buyers when they’re most active online, offering real value, and delivering an experience that builds trust and excitement. Let’s explore five proven holiday promotion strategies that drive car sales, strengthen customer relationships, and boost year-end performance.
The classic end-of-year clearance sale still works, but it’s even more effective when you position it as a reward rather than a discount. Instead of simply advertising low prices, frame your campaign around upgrading before the new year.
For example:
Use your dealership CRM to identify past buyers who may be due for an upgrade and target them with personalized email or SMS campaigns. Pair that with retargeting ads and a landing page that highlights available models, financing options, and limited-time incentives.
Dealers using AVA™ Trade to generate instant trade appraisals can turn interest into action, giving shoppers an instant reason to come in and see their next car.
Many customers assume the holidays are a bad time to buy because they’re worried about financing, especially with holiday spending. That’s your chance to remove the barrier.
Host a “Holiday Credit Event” where shoppers can check their financing options instantly using AVA™ Credit, powered by Equifax. By offering a soft credit pull right from your website, buyers can see where they stand without impacting their score.
Promote it with messages like:
This builds trust and transparency, showing customers you value their time and financial comfort. Dealerships using AVA™ Credit are seeing closing ratios of up to 40% and lead volume increases of 25%, proving that convenience leads to conversions.
Scarcity sells, especially during the holidays. Countdown-style promotions like “12 Days of Savings” or “Holiday Countdown to the New Year” create urgency and engagement.
Each day, highlight a different:
You can automate this easily with email and social media scheduling tools, or even embed a dynamic countdown timer on your homepage. The key is to make each day feel special while leading customers closer to a purchase.
Pro tip: Include interactive content, like daily mystery offers or giveaway entries, to keep audiences coming back.
Sales often get the spotlight during the holidays, but fixed ops can be a hidden goldmine. Many drivers are preparing their vehicles for winter or upcoming travel, making December the perfect time to offer service-related promotions.
Ideas include:
By adding simple online booking tools and Google Business Profile updates, your service department can capture high-intent local search traffic looking for “winter car service near me” or “holiday oil change specials.”
The holiday season is about more than just transactions, it’s about connection. Hosting or sponsoring a community initiative builds brand trust and long-term loyalty.
Some ideas that resonate:
These campaigns humanize your dealership and give customers an emotional reason to choose you over competitors. Share updates and milestones on social media to encourage participation and create organic engagement.
As the holidays approach, the most successful dealerships will be the ones who combine digital engagement with real, human connection.
With just two months left in the year, now is the time to finalize your holiday marketing plan. Start early, stay consistent, and focus on what today’s buyers want: convenience, confidence, and connection.
Strong holiday promos include a Year-End Upgrade event, a Holiday Credit Approval campaign, a countdown offer like 12 Days of Savings, service lane winter specials, and community goodwill campaigns (like toy or food drives). These work because they match what shoppers want during the holidays, which is value, trust, and speed.
They position clearance as an upgrade and a reward, not just a discount. Pair the event with trade-in bonuses or loyalty offers, then target past buyers using your dealership CRM. Support it with a landing page, retargeting ads, and clear finance options so shoppers can act fast.
A soft-pull credit check lets shoppers view financing options without impacting their credit score. Promoting it during the holidays removes a common barrier, which is fear about financing during high-spend months. Messaging like “Get pre-approved before you shop” and “No impact to your credit” builds trust and increases lead quality.
They create urgency and repeat visits by giving shoppers a reason to check in daily. Each day should highlight one simple offer (vehicle deal, financing incentive, service discount, or accessory bundle). You can schedule emails and social posts ahead of time and add a countdown timer on your homepage to reinforce the deadline.
Popular options include winter-ready bundles (tire swaps, battery checks, oil changes), gift card incentives for online service bookings, and a free multi-point inspection with maintenance. These offers match seasonal needs and can pull in local search traffic when your Google Business Profile and service pages mention the exact specials.
The holidays are more than a sales opportunity, they’re a chance to build momentum that carries into 2026. Whether you’re driving online leads, closing in-person sales, or engaging your service customers, every interaction counts.
