Retailers will see a sharp rise in website traffic over the coming festive period. Marketing Delivery evaluated consumer activity on the websites of UK motor retailers at the end of 2024 and identified 120% MoM increase in traffic during the final week of December.
This momentum continued into the first week of January, with an additional 10% increase in traffic in the first week of 2025 compared to the previous week – equivalent to an 83% MoM uplift over the first week of December.
Jeremy Evans, director marketing services at Marketing Delivery and TekCor4, said: “Easing back on customer engagement activity might be tempting at this time of year, but retailers need to prepare for an increase in online visits and enquiries.
“Those that prepare their teams, processes and tools will be best placed to capture and qualify high-quality leads and direct them into the New Year sales funnel.
“Being ready needn’t mean asking colleagues to abandon their Christmas lunch. Modern AI-enabled tools can do the heavy lifting, engaging with prospects and keeping leads warm into the New Year when more sales staff are available.”
During the first week of January 2025, enquiries for UK dealers increased by 37% compared to the first week of December 2024.
Social channels are responsible for a growing proportion of website visits.
Marketing Delivery’s automotive inventory ad software SocialStock found that 91% of the hyper-targeted audiences who saw a vehicle remarketing advert on a social channel clicked through to the retailer’s website.
